The Definitive Guide to Copywriting (Link)
Every product has a unique personality and it is your job to find it.
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How would you describe the product? For this question, provide a simple, two to three sentence description of the product. It doesn’t need to be super long or detailed and don’t worry about providing a fancy answer. Simply write down a short description as if you were describing the product to a customer.
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What’s unique/special about this product? The goal here is to identify something unique or special about the product. What does this product offer that others don’t? Is it made in the USA? Is it easy to install? Does it provide analytics that other sites don’t offer?