Joe Sugarman’s “Adweek Copywriter’s Handbook” is one of my favorite books.
It reveals a simple technique for making even the most cookie cutter products sound amazing.
It’s a technique Joe perfected to sell everything from sunglasses to burglar alarms…
And it can be applied to selling supplements, software and even services.
What is this technique?
What I call “complex copywriting”.
It’s where you talk about a feature, widget or process in more detail than the competition.
This could be describing how a motion detector works…
The technology that goes into creating lenses that block blue light…
Or the process that goes into extracting an ingredient for use in a supplement (a friend of mine told me her CBD was “cold pressed”. I told her she’d struck gold).
So yeah, this “complex copywriting” technique breaks the rule about keeping copy simple.
But when you’re struggling to find a differentiator in a crowded market…
Going complex can be a powerful way to make a product standout and appear the superior option.
