Don’t just take a product or service and list the features. You’re making the target do the work. And I have a newsflash for you. The target is lazy and will click away. So you have to lay it out for them. Take a brickbat and whop your target over the head with that emotional benefit. Not literally, of course.

For instance, you sell protein powder.

It builds big muscle.

So what?

A nice muscular physique attracts the attention of hot babes.

So what?

When you have the bod, the babes “reward” you more often in the way you like to be rewarded. And often.

There, emotional trigger.

So take your features and benefits and make sure you phrase it so that your target knows how this benefit or feature BENEFITS him/her. This is why you need to know and define your target market. So you know when you discover that emotional trigger.