Have you seen the old Batman shows?
You know, the one that goes "NA NA NA NA NA NA NA NA NA NA NA NA NA NA BAT-MAN!!!"
If so, you should remember the scenes when Batman squares up against a bad guy, reels back his fist, and...
"BAM! CRASH! BOFF! POW!"
Though a bit cheesy for our modern tastes, there were many good reasons for using "POW'S" in the '60s when Batman aired.
For one thing, special effects were virtually non-existent back then. So you couldn't have any cool Crouching Tiger, Hidden Dragon type scenes.
In addition, these "POW'S" toned down the violence in an era when depicting violence on tv was a big no-no.
But there is one more thing it does for the viewer.
It lets them really know that a solid punch was landed (a bit obvious, right?).
See, sometimes in movies and tv it's not enough to just show the viewer what is going on. You have to really hammer the point home. And adding an occasional "BOFF!" to the mix, did just that.
There's a corollary here to copywriting.
Which is that you can't just throw out a benefit and expect it will land. Many times, you have to make the reader feel the benefit. You have to let them hold the benefit in their hands. Let them find out how the benefit will impact their lives. You have to really drive it home.
This is what top copywriter Parris Lampropolous calls "grasping the advantage".
And it can make a world of difference to how compelling your copy is.
If you'd like me to grasp your advantages (sounds weird) and write compelling copy that makes your prospect's punch drunk with desire, simply go here www.copybymccune.com/waitlist
P.S. Here's an example of a POW-less benefit to illustrate the point:
"Using my proprietary 'anti-crunch' protocol, you can get a six-pack in six seconds flat!"
See the lack of the POW? Then check below where we get the reader to 1) grasp the advantage of having a six-pack, and 2) grasp the advantage of getting a six-pack using my made-up method:
"Using my proprietary 'anti-crunch' protocol, you can get a six-pack in six seconds flat! Which means no hours of toiling in the gym. Or counting calories. Or eating bland, boring food.
Instead, you can spend all that extra time strolling the beach with your shirt off. But a quick warning: Every girl there will be staring. So you better bring a stick to beat them off of you!
And watch out for the drama. All the dude bros are going to be mad jealous of you."
Obviously that's a bit silly. I wouldn't actually use that in copy. But, I hope it shows you how you can POW up your copy.