In this video, David Deutsch is reviewing copy that is trying to sell women’s golf clubs to men. Because as men get older they can grip the smaller clubs better. But, you can’t just tell men to buy women’s clubs. You have to couch it in terms that a man will accept.
David goes deep into how to speak the language of the buyer. This is vital if you want to be really successful.
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For a comprehensive collection of David's best copywriting secrets — including how to write effective copy in this age of AI overwhelm — you'll want to check this out.