Copywriter Henneke Duistermaat suggests taking these 4 steps before you start writing your copy:
1. Create a full list of features and specifications
2. Translate each feature into a benefit for your ideal reader
3. Consider the problems you help avoid
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4. Write down the objections to buying from you and decide how you can address them
This is Copywriting 101 and I was doing it over 30 years ago, but many modern marketers today seem to skip these important fundamentals.
Source: Copy Blogger, 6/28/13