Why do people buy or contribute to a cause? It's not because of the high quality of the offer or the low cost though these are important the real reason we buy is WHY NOT WHAT! The WHY to buy a drill is to make holes(benefit) that the drill bits are made of steel is a WHAT (feature) The WHY we contribute to non-profit organizations is to Change a life-educate the less fortunate,cure the sick, feed the hungry that the organizations fund teachers, or medical research or feeding programs is the WHAT/HOW (feature) different organizations use to provide the WHY A copy writer is the communication expert able to understand the FEATURES ON OFFER AND COMMUNICATE BENEFITS TO THE USER.

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