Focus on dramatic consequences.
Your bait has to be dramatic to create a decision to bite.
1. list every element (feature) of your offering
2. ask what benefit each feature offers
3. translate each benefit into dramatic consequences that are emotionally compelling
Example:
1. For instance, a job offers free parking.
2. That saves you ten dollars a day.
3. No one is going to be excited about earning ten dollars more a day but three thousand a year might be compelling.
1. Free parking is the feature
2. Ten dollars a day is the bland benefit
3. Three thousand per year is the dramatic consequence
To get dramatic consequences you have to package your message correctly. Otherwise your benefits are bland. Bland Benefits are real but they aren't dramatic enough to drive action.
Use the Forehead Test to decide if your benefits are dramatic and compelling. Imagine you wake up in the middle of the night, slap your forehead and say, "Gee, I want that!" Only dramatic consequences will qualify.
Source: Copyblogger
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