What You Don’t Know about Your Product Can Kill Your Copy

Your product has two identities. But your customer buys your product because of just one of these identities. Oops.

See, when you pay $5,000 for your son’s braces, you aren’t buying a middle-aged man to follow you around in a white coat … nor are you buying stainless-steel rods to stick in your son’s mouth.

What you are buying are straight teeth. But not even that. You are buying what those straight teeth mean: beauty over bullying.

And I don’t run out to Lowe’s and drop $100 because I woke up dreaming about cordless drills.

I …read more