What's the real reason that people buy your product or service? Because they recognize that your product or service is going to help them. It's going to make their life easier, or will save them money, or let them rest a little easier in some way. And while your fancy website looks great, and is probably appreciated, the bottom line is that it's not going to solve their issue.

One really good way to discover all of the benefits that your product or service has to offer is to write down

"Someone would want to buy my product or service because..."

now, just start to list the benefits. Like this.

"They can drop some weight"

"They can get healthier"

"They can look better in their clothes"

Finished? Ok, now take each of those benefits and DIG out THEIR benefits. Like this

"People buy my product so they'll drop some weight"

"So they feel like they look better"

"So they will be in better physical shape"

"So they'll have more dates"

Repeat the process again and again. Keep digging.

This is a really easy way to uncover all the benefits that your product or service has to offer. Include them all in your copy and ads. You never know which benefit will be exactly what your market is searching for!

Writing effective copy is all about getting into the "head" of your client or prospect, and knowing exactly what to say. They need to know that your product or service is the answer to exactly what they've been searching for.