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Great copy proposes a series of benefits that the prospect will enjoy once they respond. But this is the area most people struggle with. What makes a good benefit? Heck, what makes a benefit in the first place? A feature is what the product has. An advantage is what that features does. But a benefit is what that advantage means to the reader specifically. It's the specific motive to which that feature caters. In other words, a benefit is the reason why the feature exists and why it's important to the reader. Look at it this way: a benefit is what a person intimately gains from a specific feature -- not what YOU think the customer will gain from it. Granted, trying to figure this out can be a little challenging. So here's a tip: whenever you describe a feature (or what you may think may be a benefit), say this: "What this means to you is this," followed by a more personal benefit your reader gets from the feature. Keep asking until there are no further reasons to give. 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Because in his story, Gary provided several powerful lessons. A key component of telling great stories is to relate them to the reader. Often, this can accomplished with the help of analogies, examples, metaphors and case studies. Why? Because the mind thinks in relative terms. Here's an example (of both stories and analogies). When people object to long copy, I often argue that long copy is like a good Stephen King novel. If you were a diehard Stephen Kind fanatic, and if his latest book was, say, over 600 pages, would you stop reading it because it was too long? No. In fact, most Stephen King lovers I know often read his books in one sitting. They tell me they simply can't seem to put the book down. Dan Kennedy calls this "message-to-market match." Like a Stephen King fanatic, when your copy is targeted and your audience is interested in your offer, they will read it. All of it. No matter how long it may seem to you. 3. Think For The Reader. Sales are largely based on faith. 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