Your copy has to convey the benefits of buying, period. But have you thought about how to best frame those benefits?
The Framing Effect is a psychological response in which people react to a particular choice in different ways depending on how it’s presented.
For example, we tend to want to avoid pain more than we want to gain a benefit, so heading straight into benefits with your copy can hurt your conversion rate.
Telling a story that creates contrast between the pain of loss and those benefits, however, is a frame that works wonders. That’s because you’re explicitly reminding your prospect about what they want to avoid before you talk about what they gain.