Like 'Copywriting In The English', this entry is a spillover of thoughts in response to a post over on Copywriting. This time: 'Benefits of benefits', OP Kevin Birch.

To save you having to click over, Kevin asked for advice on turning features into benefits.

I said:

...

A while ago I posted here that I was working on a biz-op product. Well, much (much!) work later it's almost ready. It's going to be great. It's my biggest project to date - a $2,997 multimedia product.

It's a full home-study-course that teaches info-marketing from the ground up... complete with videos, manuals, checklists, templates and all that jazz.

I've also put together an awesome (even if I do say so myself) pre-sell, loaded with psychology and NLP.
...

I like logical fallacies. They're fun. You can do fun things with them. And I'll probably put some more of them up when I get round to it.

But logical and syllogistic fallacies are child's play when compared with the subject du jour - a set of psychological principles so effective at shortcutting the decision-making process...


Think I'm exaggerating? I'm not.

Let me back up here for a second and attack this...

I post again, having upgraded my WF membership. I am now officially a War Room Member, and consequently Very Successful And Worthy Of Respect. Ka-ching.

I don't want to admit this, but the only real reason I joined the War Room is so I could sit back and wait until two people get into an argument. Then I will jump in with the words:

"Gentlemen, you can't fight in here..."

Anyway, onwards to the subject of today's post: me being naive and rather...

Assume the following to be true:

All members of Warrior Forum are, to a greater or lesser degree, intelligent people. All members of Warrior Forum are serious internet marketers.

It follows, therefore, that all serious internet marketers are intelligent people.

Right?

Wrong. You've just succumbed to the fallacious temptations of the Illicit Minor, a categorical syllogism wherein the minor premise (second statement) is falsely assumed reversible....