Winning copy is all about your customer – SPIN your website for success
While the technology changes, human needs and communication are more stable. So classic sales tools like SPIN selling are great copywriting toools.
Customer value – the hidden copy in your testimonials
A lot of people who are experts in “what I do” can’t always translate the features of their work into benefits to their customers. It’s not necessarily all that easy to put into words the end value that your customers are really paying you to deliver.