Focus on the “WHY” and not “WHAT”

Pros focus on the benefits, not the features.

Among folks who sell coaching and info products, the number of courses and the details are not as important as helping people see the result.

To know WHY they should buy.

The hallmark of a great copywriter is not solid grammar (we should all be able to write clearly and error-free) but the focus on benefits.

And the key to being able to zero in on benefits is having EMPATHY— which few people have.

EMPATHY comes from within, as well as from #LDT (Learn, Do, Teach), meaning that you’ve gone through it yourself to understand and have credibility.


If you’re an expert in any area– especially a consultant, real estate agent, attorney, or doctor– this is where your marketing must focus.

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