At most one email a week. Unfollow anytime with one click.
Transcript
The full narration of this video. The current sentence is highlighted while the video plays; click any sentence to jump there.
Show transcript
Introduction
Hi, and welcome back to Claude from Zero to Expert. Videos are done, so now we dig into words that sell: copywriting and stories. We'll turn features into benefits, use copywriting formulas, write a business story, use testimonials the right way, and test two versions of our copy.
Step 1: From features to benefits
The most common mistake in promotional writing is listing only features. A feature is what the product has. A benefit is what the buyer feels. For example, cold brew steeped cold for twelve hours. The benefit: a smoother taste that's easy to drink during afternoon work. A five-hundred-milliliter bottle is a feature. The benefit: enough for two glasses, and easy to share with a friend. Real palm sugar is a feature. The benefit: a distinctive sweetness that never feels cloying. Ordering via WhatsApp is a feature. The benefit: no queuing, because the coffee is delivered to your office. People buy benefits. Features are still mentioned as proof, but benefits are what spark interest. The prompt for this task is simple. Give the list of features and who the buyers are. Just replace the parts in curly braces with your own product. The task: for each feature, Claude asks, so what's in it for the buyer? Then it writes the benefit in one sentence. The constraint matters: don't add claims that aren't in the data, especially health claims. And ask Claude to flag benefits you need to confirm. That way, the copy stays appealing without lying. Try it for other businesses too. Dewi at Maju Bersama Co. could turn the feature next-morning delivery into a benefit: customers' offices never run out of paper before an important meeting.
Step 2: The PAS and AIDA formulas
The first formula is PAS, which stands for problem, agitate, solution. It starts with a problem the reader faces, such as feeling sleepy at three in the afternoon. Then agitate: what happens if the problem is left alone? Work piles up and you get home late. This part must be honest, not fear-mongering. Finally, the solution: Sunset Coffee cold brew delivered to the office. This formula works well for captions, product descriptions, and WhatsApp messages. Let's practice. Laras asks for a cold brew description for the WhatsApp catalog using the PAS formula, for office workers, fifty words max, with no health claims. The result follows the formula. Problem: three p.m. and your eyes feel heavy. Agitate: work keeps piling up and instant coffee doesn't cut it. Solution: a smooth cold brew, complete with the price and how to order. For the longer promo page, Laras asks for a version using the second formula, AIDA. AIDA also stands for four steps. First, attention: a headline that makes readers stop. Second, interest: an intriguing fact, such as steeped cold for twelve hours. Third, desire: invite readers to picture the benefit, a refreshed afternoon without leaving the office. Fourth, action: one clear call to action. PAS for short copy, AIDA for long copy. Just name the formula in your prompt, and Claude will follow it.
Step 3: A business story from real facts
Besides promotions, buyers love stories. An easy business story structure starts with the character: who's the person behind this business. Then the challenge: a problem they once faced. The turning point: a decision or discovery that changed things. The result: what changed after that. And the invitation: invite readers to become part of the story, for example by trying the product or stopping by the shop. These five parts work for an About Us page, an anniversary caption, or an introduction at a trade fair. Laras wants to write an About Us page. She gives real facts: starting from her home kitchen in twenty twenty-one, palm sugar from regular farmers, and a cold brew that once failed because the bottles leaked. She makes it clear: add no other facts. The story appears in the right panel, following the five parts. The character is Laras in her home kitchen, the challenge is the leaking bottles, the turning point is new packaging, and the invitation is to stop by or order on WhatsApp. Notice the check mark in the second paragraph. Claude flagged the line about a favorite drink because it's a conclusion, not a fact Laras gave. Laras confirms it from her sales data before publishing the story. The leaking bottle failure actually makes this story feel honest and human. A good business story doesn't have to be perfect, but it has to be true.
Step 4: Honest testimonials and proof
The strongest proof in copywriting is a real testimonial. Rina, a Sunset Coffee customer, sends a message saying the cold brew was delicious and was gone in no time at the office. Laras doesn't post it right away. She says thank you, then asks for permission, explaining the name that will be shown: Rina, Bandung. Rina agrees. Now her testimonial can be used, with the name she approved. Notice what Rina said about her stomach. That's her personal experience. Laras may quote it as is, but she doesn't turn it into a general claim that cold brew is safe for everyone. Use these rules for every piece of proof in your promotions. First, testimonials must be real and used with permission. Second, numbers must be provable from your own records, such as last month's order count. Third, real product photos. Don't use images that belong to someone else. What's not allowed: testimonials or reviews invented by AI. Even though Claude could write them in seconds, that's the same as deceiving buyers. Also claims like best-selling or number one without data. If Claude writes words like that, ask for them to be replaced with facts you can prove.
Step 5: Brand voice and testing two versions
So everything sounds like Sunset Coffee, Laras creates a Project called Sunset Coffee Voice. The instructions: a warm style like a friend over coffee, greet readers warmly, and avoid words like best-selling and health claims. The first file is the business story we just wrote. The second file holds five captions readers liked most. Real examples are the clearest style guide Claude can get. The third file holds testimonials that have permission. Claude may only quote from this file. From then on, every description, caption, or story written in this Project automatically follows Sunset Coffee's voice. Even Nadia, as a freelancer, can use the same Project. Which copy is better? Don't guess, test it. Laras runs version A with the PAS formula during week one, with the keyword AFTERNOON on WhatsApp. The result is fourteen messages. Version B, which only lists features, runs in week two with the keyword STEEP. The result is eight messages. Version A works better for this product. One note: a single week's results can be affected by weather or holidays, so repeat the test before drawing conclusions. The screens in this video are simulations, and menu names may differ slightly because Claude is updated often. For your business, start with one product and just two versions. Save the results of every test in your Project, so over time you learn which writing style your buyers like best.
Done!
We've turned features into benefits, used the PAS and AIDA formulas, written a business story from real facts, used testimonials with permission, saved the brand voice in a Project, and tested two versions of copy. In the next episode, which wraps up the Education and Content session, we build a presentation outline that flows well and persuades. See you there!
Practice exercises
Try these on your own after watching to lock in what you learned.
Turn five of your product's features into benefits with Claude
Write your business story in five parts from real facts
Create two versions of promotional copy, test them for a week, then compare the results
Ask the class material
Type a question or keyword; we find the part of this episode that explains it and jump the video there.
My notes
Notes are saved with the current video time and are only visible to you.
Questions & answers
Stuck on a step? Ask here; the instructor and other learners can answer.
No questions yet.
Your instructor
Cerdas Inovasi Digital Team
Software developers, BIM & 3D engineers, and AI practitioners
53 video classes1,290 episodes
We build software, BIM models, games and AI automations for clients every day, and turn that hands-on work into step-by-step classes: every step is shown on screen and comes with a PDF guide you can keep.
