Selling Attendee Benefits vs Features

As a marketing leader, it is important for you and your team to produce copy that focuses on the benefits to the attendee. Selling the features of your event is easier --- Writing the copy with the attendee business needs is harder ---bur much stronger to the reader

All team members should be selling benefits not the event features---

Below are two examples--- actual copy I stumbled upon (changed a bit)

Don't
Copy that is selling features and not benefits:
You Should Attend:
· ministers from over 50 countries
· 285 speakers on wind, solar, hydro, geothermal, biomass and biofuels
· Schedule one-on-one networking with the 200+ exhibitors
· Interact with 30+ sponsoring companies
· 11 international pavilions
· Two major receptions
· 60+ Official Side Events
· Over 100+ media reporters
· Multiple product launches

Do Write with the Attendee Business Challenges in Mind (Benefits)

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