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Thinking up great benefit statements has always been the most challenging part of copywriting for the web. And benefit statements are critical to selling your readers to try your products, services, and ideas, second only to the headline.

In comparison, the other parts of copywriting that people might find challenging, such as stories, headlines, and great price offers were easy. What drove me nuts was coming up with a benefits list; that is until I discovered how to develop more than one benefit a minute.

You might remember from any basic sales course that people do not care about features nearly as much as they want to know the benefits. Understanding that, I wanted to understand what exactly benefits really are. I discovered they are really just action items in disguise, agreed? You “save” money or “stop” wasting time, for example. So, what do you think about starting out each benefit statement with a verb that takes action? This is the process to take:

1.  Find a long list of action verbs and alphabetize them.

2.  On your computer or desk, spread out the list so you can see the whole thing
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3.  Begin with the first verb in your list that begins with the letter A and read the verb out loud and make a sentence out of it that describes one benefit of your product.

”Accelerate” is the first word on my list of verbs, for example.

So, I might say to myself that my product helps people to “Accelerate your learning speed by     getting true hands-on training with every command”.

4.  Write benefits until you can’t think of any more, and don’t think of quitting early! You’ll weed out the benefits later that don’t have as much punch as you thought. Now is not the time either to worry if you are writing duplicative statements down. Just let your brain consider your product and freely create the benefits as they come to you.

5.  Now is the time that you will prioritize your list from most important to least.

I’ve used this process not only for creating benefits lists, but also for writing articles, such as “35 Reasons Why a Blog is Better than a Traditional Web Site for Your Business,” or “50 Ways to Kill a Perfectly Good Seminar”.

Use my list of verbs or create your own and start creating your killer benefit statements in just 20 minutes. In most cases, a good list of 20 benefits is all you will need for your sales page.

Marty Dickinson is an entrepreneur and the founder of HereNextYear, Inc., a full service Internet marketing company in business for 15 years.  He specializes in Internet marketing solutions for the small business owner, speakers and authors.  Visit to see what HereNextYear has to offer and to learn more about their innovative new website packages fully integrated for ease with social networking and other Internet marketing strategies.