…before you write a single word of copy.
As a direct response copywriter, I read an awful lot of sales letters and advertisements, as you can imagine.
The ones that tend to stand out to me are those that follow the advice of copywriting great Robert Collier…
“You must enter the conversation already going on inside your customer’s mind.”
In other words, what’s on their mind? What’s bugging them?
Core principles never change, but the circumstances and the environment that your propects find themselves in do.
And how much do your prospects know about the market and competing offers?
One of the biggest mistakes I see is people making a generic or bland appeal to a market that’s already at a higher level of sophistication.
The “Robert Collier Letter Book” is included in “Gary Halbert On Essential Copywriting Books”. It’s available on Amazon or direct from www.RobertCollierLetterBooks.com.
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