How many times have copywriters been urged to "know their products" before selling it? This is a common advice that is sometimes ignored because most copywriters think they know the product well enough.

However, knowing each and every one of a product's features and benefits is not the same as actually loving it. For example, if you have distaste for shark’s fin soup because they are obtained through cruel and inhumane means, don't go into convulsions and force yourself to write immediately about it. Instead, focus on the benefits and jot down the plus points without letting negativity appear in your copy.

Popularity: 8%