The benefits that seem most obvious aren’t always the most powerful.

Sometimes, the old adage about benefits v features just doesn’t apply.

Exaggeration is the default mode of expression for a lot of copywriting. Is there a better way?

Before you approach customers, you should know the particular value and benefit you offer them.

Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.

Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.

Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.

Copywriters can provide invaluable aid to entrepreneurs, helping them to clarify new products or propositions through the discipline required for copywriting.

All good copywriting needs to communicate benefits if it is to reach customers effectively.