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

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In this video, David breaks down the nuances of creating copy that converts—starting with a product as challenging as a sleep supplement. Learn how to transform abstract concepts like the “bliss molecule” into irresistible hooks, discover why the right headline can make or break your campaign, and see how storytelling turns skeptics into buyers.

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