Eight Copy Glitches that Dry-Gulch Results

6. BURYING THE DIFFERENTIAL ADVANTAGE. One step above the writers in the “this widget has 23 bevels, 114 screws” school are those who have learned that it’s a good thing to turn features into user benefits. But they haven’t learned that it serves no purpose to throw 50 benefits at the prospect at once, not that all benefits are not equal. Even writers who know to look for primary and secondary benefits unfortunately have not learned (or don’t and never will have the instincts) to distinguish between primary and secondary.