Selling the transformation

One of the most common missed opportunities in marketing copywriting is the lack of a transformative benefit. Most marketing copy is rife with features. Some go through the trouble of at least highlighting benefits. Very few bother with transformation. People don't buy features; they buy transformation.

For example, if you're promoting airline services, you'll improve ROI by selling the destination (e.g. a beautiful beach) rather than highlighting the journey (e.g. the hassle of going through endless check-in lines and airport security checks). You don't sell a massage, you sell the health benefits of body wellness.