AIDA -- Attention, Interest, Desire, Action -- is a classic framework for structuring persuasive copy: grab attention with a strong opening, build interest with relevant details, create desire by connecting to the reader's goals, and close with a clear action. A feature describes what a product is or has (for example, '500GB storage'), while a benefit describes what the user actually gains from it (for example, 'store years of photos without running out of space') -- strong copy leads with benefits because that's what readers actually care about. A good call-to-action is specific and uses an active verb, so 'Start your free trial today' gives clearer direction and typically performs better than a generic instruction like 'Submit.'