The Language of Benefits – Leverage Your Customers’ Concerns and Needs

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Sweet cake is good because... it's sweet! However, too much sugar, even in your favorite pastry, can make you feel bad. It's similar with using persuasive methods and the language of benefits. For the methods mentioned to be effective, you need to demonstrate, above all, intuition, which comes with experience and the number of texts you've written.


A few months ago, few people were aware that the product of first necessity in a situation where a flu-like virus was spreading would be toilet paper! Why was it the first thing to disappear from store shelves? Social proof probably came into play here – if others are buying, I will buy it too, because even though I don’t know yet what I will use a few dozen rolls of toilet paper for, I will definitely use it. But is that the only reason? There was probably another reason, namely the fear of a product shortage. Copywriting can very effectively use customers’ fears that a given product may soon be unavailable for various reasons.