Here’s another video from the “Copywriting Checklist” series from John Carlton.  Gee, the last one I posted was a month ago!

This is a follow up to that previous video.  It’s titled “Nitty-Gritty: Discussion”.  In it John hammers home the point that it’s benefits, not features, that need to be emphasised in copy.

I’d go a little further.  It’s benefits plus the POSITIVE EMOTIONS that someone will experience when they have your product or benefit from your service.  Now, I’m not suggesting that John Carlton isn’t aware of this.  Read his copy and you can see he is hitting “emotional hot buttons” all the way through.  However, in this particular video he doesn’t bring this point out explicitly.

Enough from me.  Here’s the video.  Enjoy…