The most important aspect of copy that works is how well your message matches the way your prospective customers view things. We’ve got to understand their motivations and desires. We’ve got to match their expectations and then exceed them.
Roy Williams summed it up best this way:
Show me what a person admires, and I’ll tell you everything about them that matters. And then you’ll know how to connect with them. You’ll know how to cheer up your new neighbor when you understand what she admires. You’ll know how to sell the man looking into your face when you understand what he admires. You’ll know how to attract future customers through your ads when you understand what they admire.
This is where we begin. This is how we find a winning premise.
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