by Karon Thackston (c) 2006 http://www.copywritingcourse.com

Time for a pop quiz! Name three products that sell better when a facts-based approach to copy is taken. Just off the top of my head I’d say computers, fax machines and microwave ovens. Now, name three products that sell best when the copy is romanticized. Travel, fur coats and jewelry are good examples. Knowing when to use facts and when to use fantasy was a problem JuliesJewels.com had on one particular website page. Let’s see how approaching the copy differently brought this e-commerce company greater success.

The Problems

One of the hardest things to learn as a copywriter is which focus or approach to take with copy.… Read the rest