Most copy stops at the surface benefit. Master copy descends five times until it reaches the core human need driving the purchase. This is the descent.
Surface-level desires mask deeper needs. "Lose 20 pounds" it's the visible tip of an iceberg of motivation that traces all the way down to one of four core drives: Survival, Reproduction, Safety, Status.
The exercise is brutally simple: take any benefit. Ask "why does this matter?" five times. Each answer becomes the next question's subject. By rung five, you're inside the core need and that's where the real copy lives.
The deeper you go, the more powerful your copy becomes. Most copywriters stop at rung one. You're going to rung five.