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.Read the full article