3 Reasons Why The Copy You Hate Will Bring Profits You Love
Every copywriter’s nightmare. We write beautiful copy for a client, who takes one look and says, “You can’t be serious! This is too sales-y…or too simple…or too different…”
And I’m reminded of the days, many years ago, when I volunteered as a Pet Adoption Counselor with the San Francisco SPCA. Looking back, I must have been training for what I do now. I had lots of enthusiasm. People often teased, Youre selling cats! Sure enough, many visitors went up with a crate holding a furry bundle of joy.
Our Volunteer Coordinator kept reminding us, Dont judge the visitors. Youre not going home with this person. The adopter who drives you crazy may be the best thing that ever happened to a dog.
True.
And copy works the same way. We dont judge our friends the way their dogs and cats do. And we dont read our copy like our own customers.
I tell my own clients, You may not like this copy. But youre not the target market, even if you think you resemble your clients.
Here are 3 reasons why.
1. Customers live on a different...
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