Copywriters Podcast

Bullet points can be tricky to get right, but they pay off big when you do. This week's episode will teach you how. An Afghanistan vet and his wife went to the housewares department of a “big box” store. They were looking for an electric can opener. The vet was an amputee. He only had his right arm, but it worked fine. The salesman showed the couple the best model, and started rattling off the features: U.L. Approved, cordless operation, easy to clean, 5 star reviews online. The couple listened politely but didn’t say a thing. This made the salesman nervous. “Are there any questions I can answer for you?” “Just one,” said the vet with a smile. “If I get this, can I open a can with just one hand?” The salesman was embarrassed that he had failed to mention this, but he recovered quickly enough. He said yes—and the couple happily bought a new can opener. Every customer is like the vet. I don’t mean that every customer is an amputee. What I mean is that there’s usually one feature or benefit the prospect is look