Three Ways to Turn Vague Attributes Into Compelling Copy

Strong article on copywriting by Jonathan Kranz. A number of good examples, although I wish there were a few more. This whet my appetite for more details.

Here’s my favorite quote:

If you want
to scare the cloak off Little Red Riding Hood, don’t lecture her about
the woods and its perils—put the wolf’s hot breath on her neck.

Rich Brooks
Completely Clickable