Copywriting: Sell a Good Nights Sleep Not the Mattress.

Benefits sell, features dont.The first iPod wasnt marketed by Apple as a 5GB MP3 player (boooooring) but as 1,000 songs in your pocket (shut up and take my money!).

Casper became a $200 million company in just 3 years. This sleep startup is shaking up the mattress industry and made buying a mattress cool. How?

Theyre not trying to sell you a mattress. Casper sells better sleep, which is the foundation of a great life.And who doesnt want a great life?

P.S. This piece originally appeared in my Nishi weekly newsletter where I share colorful thoughts on copywriting loads of helpful resources and interesting profiles.

Subscribe to my newsletter here. RELATED QUESTION Which custom lighting design manufacturers would you choose to work with (as in, your preferred list of custom lighting design manufacturers for new projects, renovations, and/or construction of a new home and/or commercial property) and why? Residential and commercial lighting are different products.

You do not give a reason for wanting custom vs. off the shelf products. A unique custom lighting product is backlit onyx and hinoki wood walls, desks, columns, and stairs by GPI Design of Cleveland.

The onyx and hinoki veneer are sandwiched between glass. Boyd Lighting is a San Francisco Bay Area maker of high end lighting. Phoenix Day is another Bay Area custom manufacturer.

Holly Hunt is a collection of custom lighting manufacturers. Working with a lighting designer will save you time and money while guaranteeing your project will meet codes, function, and look good.