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<blockquote data-quote="Tom H." data-source="post: 910663" data-attributes="member: 74910">Yea, I figured promising a bonus is at least a benefit. And the bullets describing the possible bonuses seemed like my strongest offer, basically, &quot;if these products sound good to you, then go sign up&quot;.If my positioning were &quot;get better at chess&quot;, then I could have stronger benefits like in your example copy. That's not a positioning I want, though, because it's very saturated and I myself am not that great at chess. I know that &quot;enjoyment&quot; is one of the benefits that copywriting books talk about, but it does seem like the weakest to me. Like, &quot;don't tell me about your weed killer, tell me about my crabgrass&quot;... okay, the person has a problem to solve, but applying that formula to my product would be &quot;don't tell me about your books, tell me about how bored I am&quot;... boredom is such a non-specific and not important problem. You could definitely argue that my product simply isn't solving a very important problem, and you would be correct.Now, I could tweak the positioning more so it's like &quot;tell me about how I'm a bad chess fan, I should know X, Y and Z&quot;... that's something I've considered. &quot;Do you make these mistakes...&quot; would be something like &quot;Do you know these 5 must-know classic chess games&quot;. ...if you don't know that Fischer, the king of e4, opened the Spassky match with d4, you suck as a chess fan.Anyway, I'm hoping the product descriptions are enticing, but I realize that even the product descriptions contain a strong curiosity element.Thanks a lot for your help on this [USER=47734]@Black_Dragon43[/USER], I think your criticism really pushed me to re-think the copy.</blockquote>

[QUOTE="Tom H., post: 910663, member: 74910"] Yea, I figured promising a bonus is at least a benefit. And the bullets describing the possible bonuses seemed like my strongest offer, basically, "if these products sound good to you, then go sign up". If my positioning were "get better at chess", then I could have stronger benefits like in your example copy. That's not a positioning I want, though, because it's very saturated and I myself am not that great at chess. I know that "enjoyment" is one of the benefits that copywriting books talk about, but it does seem like the weakest to me. Like, "don't tell me about your weed killer, tell me about my crabgrass"... okay, the person has a problem to solve, but applying that formula to my product would be "don't tell me about your books, tell me about how bored I am"... boredom is such a non-specific and not important problem. You could definitely argue that my product simply isn't solving a very important problem, and you would be correct. Now, I could tweak the positioning more so it's like "tell me about how I'm a bad chess fan, I should know X, Y and Z"... that's something I've considered. "Do you make these mistakes..." would be something like "Do you know these 5 must-know classic chess games". ...if you don't know that Fischer, the king of e4, opened the Spassky match with d4, you suck as a chess fan. Anyway, I'm hoping the product descriptions are enticing, but I realize that even the product descriptions contain a strong curiosity element. Thanks a lot for your help on this [USER=47734]@Black_Dragon43[/USER], I think your criticism really pushed me to re-think the copy. [/QUOTE]

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