Tell me about the benefit, not the feature

When writing an ad copy, lead with the customer’s pain point that your product solves. 


Avoid saying that your platform has an A/B testing feature. Instead, make the benefit crystal clear: goodbye guesswork.


A/B testing


Then you can use the extra space on your Landing to properly explain the feature: “Mailchimp takes the guesswork out of creating campaigns people click on. A/B and multivariate testing let you try things out and pick a winner.”

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