The one thing people get wrong when writing copy.
It’s all about emotion people. Forget the laundry lists of justifications because the buyer won’t use or need them till after the sale.
We see this so much when people write copy and ask us to voice it.
When you write copy you need to remember people are not necessarily wanting to buy your product. They might just want what your product gives them! Confused? Think about it this way. Why do people buy drills? They don’t want a drill…. they want a hole! To sell more drill bit you need to sell more holes. To sell more windows you need to sell views and sunshine. Thats what they mean when they say sell the sizzle not the sausage. Understanding what people want is often the secret to good copy. So the next time you sit down to write copy understand the product you are selling possibly no-one wants but what it can give the customer possibly everyone wants!!