Since most purchases are primarily an emotional decision, your copy should speak to the visitors emotions through benefits rather than features. Features are great to convey - but your visitors are really interested in knowing how those features will benefit their lives and make them feel. That is the real selling point.

Use copy that focuses on the joy of benefits over the stuffiness of features.

Some of the main reasons consumers make a purchase include:

• To solve a problem
• To fit in
• To be better than others
• Greed
• To avoid a potential problem - or fear based.

Correct examples:

Feature: Car has 6 side-impact bags. Benefit: Protect your family from side impact accidents.

Feature: Boots have rubber outsole with traction ribbing - Sealed seams render them waterproof. Benefit: Feet won't get wet if you wear these boots.

Feature: Accounting software that has an online reporting feature. Benefit: Managers have instant, real-time, mission-critical information at a click of a button.