Ever bought any of John Carlton's stuff?

He'll send you the material and at the beginning of every binder there'll be 5 or so pages full of testimonials.

Polish, Schefren, Kilstein, not to mention a whole array of random unknown people -


Inspirational.

But why now? The sale is made already. The money's gone. Even *if* I was hugely dissatisfied,...

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:

...