Remember The Adweek Copywriting Handbook by Joseph Sugarman I (Doug) wrote some about it last week?
Get ready to hear more. Kind of obesseed (in a good way) with it right now because it’s one of the best ways to frame sales, and words, and structure, and everything else you need to get people onto your side when selling something.
For anyone who writes to move people toward a decision, it’s close to required reading.
Almost every page has something you can use. One idea in particular describes summer camp so well it’s a little uncomfortable.
Sugarman lays out the two things that mean you have to write more about what you’re selling.
A high price point.
And an unusual item.
Camp Is Both
Read those two again and think about what you sell.