For me, the most difficult part of writing ad copy has been to come up with great benefit statements. But, other than a good headline, to sell visitors to your service, product and ideas you need great benefit statements.
In comparison, the other parts of copywriting that people might find challenging, such as stories, headlines, and great price offers were easy. But creating a benefits list drove me crazy; that is until I learned how to come up with one or more benefits every minute.
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