doesn't have to be rewritten or run through a gauntlet of copywriters.

If anything "WOW" features are "WOW" features because they are so easily understood by your prospects. They need no testimonials, no dynamite headline. A potent "WOW" factor doesn't need embellishment by a good copywriter to be effective.

Now don't get me wrong I certainly understand the power of good copywriting and how it can affect sales. But, with many products and services out there even good copywriting isn't going to get you anywhere. There are just too many "me-too" products. With everyone singing the same song the prospect has no reason to select one product over another except for price.

Gary Halbert struggled for years before he hit upon his "family crest" business. The truth is even his terrific copywriting skills did him little good until he uncovered a product with a "WOW" factor. Yes, his copywriting was good but the "WOW" factor was better, much better. Then he had enough brains to roll it out nationally but that's another story.

In another post I'll talk about what I perceive to be simple, yet powerful "WOW" factors that even a 3rd rate copywriter like myself can use to set your products and services apart from the competition.

Take care,

Mike Winicki