When writing your marketing copy, begin with your primary benefit first, then the second, third and so on down to least significant. Features demonstrate how things are created, delivered and maintained. Think of this section as the support system behind the benefits. Be comprehensive here because it demonstrates your professional ability, understanding and level of competence. It's a fact - longer copy sells better than shorter copy.
Consumers are hungry for information, particularly if they are shopping for a big-ticket item.
If they read beyond your opening headline, they are a good prospect for the product or service being sold. It's your job to tell them everything they need to know. Think of your company as the magician who, after showing their wonders for the total delight of the audience, at last reveals their true self. Marketing copy fails because it so often congratulates the company magic before any tricks have been performed. All marketing copy must deliver a clear call to action.