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“This copy is just a long list of features,” I said. “What are the product’s benefits? Why would a customer want to buy it?”

Sales had been weak, and I’d been asked to coach the cataloger’s in-house copywriter.

He reflected. “I don’t know much about the product’s benefits or about why customers would want it. I was told to cram as much information as I could into the copy so customers wouldn’t call us with questions.”