Copywriters – You’re Not Selling CDs (Or Whatever…)

A short video from John Carlton’s “Copywriting Checklist” series.

It’s titled “The Nitty-Gritty” and the point it’s making is that the features of the product are not what you’re selling.

It’s what the customer will get from the product (the benefits) PLUS how they will FEEL about it when they have those benefits.