What your product does is just as important as what it doesn’t.

When you’re writing about a product — don’t just think about what it does.

While Gene Schwartz is a legend, and while I agree your copy comes from the product itself…

Your benefits can also be about what your reader WON’T do anymore.

Think of things like nicotine gum.

Nicotine gum “lowers your risk of lung cancer” by proxy if you smoke less while chewing it.