The severely under-utilised copywriting weapon that every Facebook Advertiser must master to increase sales and reduce customer acquisition costs

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No matter what medium you’re writing for, there’s a good chance you’ll need to write “benefit bullets” somewhere in your copy. Bullets are a great way to break up Facebook ad copy in a way that’s easy on the eye. They’re also a great way to emphasise your USP and generate enough curiosity to get prospects to click through to your landing page.

Now, let me check if you were paying attention just then.

Did you notice I said BENEFIT bullets, rather than just bullets? That’s because I want to highlight an important point. Most Facebook ad bullets you see are NOT benefit-driven. They’re feature-driven. This is a huge mistake. And most business owners don’t even realise they’re making one. 

It’s why I’m going to start by explaining the difference between features and benefits, so you understand why bullets should be driven by a product’s benefits and not its features.

This common copy mistake makes prospects lose interest in your product almost immediately

A Feature – is a characteristic of your product or service like…

“Comes in a range of different sizes and colours”

“6 hours of on-demand videos”

A feature should be something unique or exciting to your prospect. However, even the most compelling features mean nothing to your prospects if you fail to tell them exactly what those features can do for them.

What do I mean by that? 

Well, many business owners like to list their favourite product characteristics. It’s understandable. They’ve created a product they’re proud of so they want to share all the details that make it wonderful.

Trouble is, buyers don’t care about your product’s features or characteristics, no matter how cool you think they are. They only care about how that particular feature is going to enhance their life.

It’s why lists of features are usually met with responses like: “So?” or  “But what’s in it for me?” or “Why should I care?”

None of those reactions will lead to a sale. Which is why sales copy should be driven by benefits and not features. But what is a benefit? 

A Benefit – is the life-enhancing impact a product’s feature has on the purchaser…

“Helps you lose weight faster”

“Lets you make more money”

“Gives you smooth skin without surgery”

A benefit is not a tangible thing. It’s not widget or product spec. A benefit is an outcome. And with it, an improvement in your prospect’s emotional state.

Faux Benefits – I’ve written about the danger of faux benefits before, but it’s worth repeating so you don’t make this mistake in your benefit bullets.

A benefit must be connected to a feature your ideal prospect values. AND it must speak to an outcome your prospect cares about. You must also express their desired outcome using the same words your prospect would use to describe it.

What does that mean? Well, sometimes business owners write benefits like this:

“Seize the future. Get big picture business solutions”


“Discover the difference design can make in your sweat session goals”

I mean, what do these lines of copy even mean? I have never once said that I’d like to seize my future. Nor have I ever expressed any desire to discover the difference design can make to my sweat session goals. Have you? 

Didn’t think so. What the writers have done here, is speak to a faux benefit. A faux benefit is a legitimate benefit of buying a product, but it’s not a benefit anyone cares about. It’s why it’s super important to understand how your market perceives their problems and goals.

It’s not enough to write copy based on your own assumptions or company jargon. You must understand what your prospects REALLY want when they buy your product.

So, a real benefit for the examples I just shared could be: 

Want a reliable way to make successful business decisions? 

Take the guesswork out of decision-making with AI-driven software for fast-growing SMEs


Dress your way to a leaner, stronger, healthier body 

You’ll be amazed what great activewear design can do to improve your fitness

To help you avoid falling into the faux benefits trap, Victor Schwab defined a small number of overall “umbrella” benefits as well as their associated more tangible benefits. 

When you write benefit bullets, your aim should be to hit one or more of these tangible or overall benefits. Not only that, but you should also tie it to the relevant emotional benefit. 

The key with emotional benefits, is to trigger them without causing shame or coming across as judgemental. That’s a whole other lesson in itself and something I’m still trying to figure out myself!


Overall Benefit

Tangible Benefit 

Unspoken Emotional Drivers

Better health 

Greater strength, vigour, endurance. The possibility of a longer life

Freedom, immortality, fear of death, fear of pain, fear of discomfort, anxiety about the future

More comfort

Ease, luxury, self-indulgence, convenience

Laziness, impatience, pride, unworthiness

More money

…to spend, save, or give to others

Fear of the unknown, unworthiness, duty, greed

Greater popularity

More attractive personality, personal accomplishment

Fear of abandonment, unworthiness

More leisure

Travel, hobbies, rest, play, self-development

Freedom, desire for accomplishment, pride

Pride of accomplishment

Overcoming obstacles, winning competitions, desire to do things well

Unworthiness, self-actualisation, pride, envy

Improved appearance

Beauty, style, better physical shape, cleanliness

Envy, pride, vanity, fear of mortality, unworthiness

Business advancement

Better job, success, reward for merit, be your own boss

Keeping up with the joneses, status, pride, unworthiness

Security in old age

Independence, provision for retirement or adversity

Fear of the unknown, fear of pain or discomfort, fear of mortality

Social advancement

Moving in better circles, social acceptance, keeping up with the joneses

Pride, fear of abandonment, status

Praise from others 

…for your intelligence, judgement, knowledge, appearance, generosity, any other evidence of superiority

Unworthiness, envy, status, validation

Increased enjoyment

…from entertainment, food, drink and other physical contacts

Distraction, unhappiness with real life, boredom 

The 1-minute copy hack that transforms bland bullets into rocket-fuelled conversion boosters

As I mentioned right back at the start, benefit bullets serve a couple of important purposes:

  • To break up your Facebook ad copy so you don’t overwhelm prospects with daunting blocks of text.
  • To highlight your USP 
  • To summarise the key reasons why prospects should buy from you 
  • To create curiosity so prospects click through to your landing page (this is more of a thing in super saturated markets like some online course and supplement niches)

Here’s how to write a great benefit-driven bullet for your facebook ad copy:

  1. Make a list of every feature of your product or service 
  2. Research your market to discover which feature is most highly-valued by your market. This point is key (I’ll talk more on this in a minute)
  3. Ask yourself why each feature matters to your prospect. What tangible outcomes does it help them achieve?
  4. Take that tangible outcome and ask WHY the outcome matters to your prospect. Keep asking why until you get to the emotional root
  5. Start writing around 3-5 bullets per Facebook ad!

Now, when it comes to crafting your Facebook ad bullets, David Deutsche teaches this amazing process to elevate your bullets from mind-numbing to mind-blowing:  

Step 1 – Start with a vague benefit that you know your prospect cares about

How to reduce lower back pain”

Step 2 – Add greater specificity like a timeframe or an amount

How to reduce lower back pain by as much as 50% in as little as 30 days”

Step 3 – Add a visual to explain what the benefit might look like to your prospect

“How to reduce lower back pain and move more freely than a 20-year old in as little as 30 days”

Step 4 – Add a mechanism

“The little-known sock trick that reduces lower back pain so you can move more freely than a 20-year old in as little as 30 days” 

Step 5 – Add some proof

“The little-known sock trick, endorsed by Harvard University, that reduces lower back pain so you can move more freely than a 20 year old, in as little as 30 days”

It’s worth noting that this type of bullet is essential in highly competitive markets. If you have a product with a clearly-defined (and truly unique) USP there’s less need to write elaborate bullets with proof-elements and blind mechanisms.

It’s enough for many physical products to tie their benefit bullets explicitly to a unique feature or mechanism without needing to make it sound mysterious. 

So, let’s quickly recap what we’ve learned about writing benefit-driven bullets for Facebook ads:

  • It’s vital to understand the difference between a feature and a benefit 
  • Bullets should always focus on the benefit and not the feature
  • Beware of faux benefits!
  • Hard-to-differentiate products in saturated markets need curiosity-driven bullets to generate click-throughs 

Want the secret to cranking out profitable Facebook Ad Copy in minutes

…even if you’ve never written a Facebook ad before?

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