"When we make a sale, we want it to be because the copy addressed customer pain and offered a solution they could connect with on an emotional level. We don’t w

"When we make a sale, we want it to be because the copy addressed customer pain and offered a solution they could connect with on an emotional level. We don’t want to make a sale because a customer is smart enough to swim through a list of features he doesn’t care about, and come up with a reason to pay money on his own." That's a great lesson and why branding is so important, Apple's products are a great example.