Sometimes PPC Ad copy can do just fine not be grandly stating the benefit, but by implying it. Now, for the most part, I recommend you steer towards strong can’t-miss-it statement rather than subtle implication, but if you compare implied benefit to no benefit, implied wins — just as it does in this example here:
The reason that the winning ad wins lies in the connection that the reader makes between the headline and the first line of body copy. It isn’t stated explicitly, it’s only implied in the connection between those two lines. And yet it kicks the butt of the losing ad because the losing ad never moves from function to benefit. Here’s what I mean by that.
So the headline of the winning ad is “Liquor License Headaches?” This is a question that, when asked in an ad, naturally implies that you have an answer or solution to the prospect’s headaches. And this implication is then strengthened by “Experts at Obtaining Liquor Licenses.” Of course this company can get rid of the prospect’s liquor license headaches — they’re experts!
Compare that to “License for Liquor” and “Case Study on Liquor Licenses.” Not nearly as compelling, right? No wonder the implied benefit won!
So the tip from the boosters is this: when you can, state the benefit outright via large promise. When you can’t, imply the benefit — cause you’ll still beat out the losers who are stuck on feature-focused copy.