How to write marketing that actually works!
STOP thinking about your business and just for a minute, put yourself in your customer’s shoes!
Your customer is NOT interested in your business – they’re human, which means they care most about themselves! Research shows that the marketing that works best concentrates on what the customer is interested in. So for instance, if you are a dentist, don’t talk in your marketing about the new dentist who has just joined your staff (you care, but they don’t!). Talk instead about what interests your customers! They are ‘interested’ in the pain you might inflict on them. They are interested in what others will think of them when they smile. They are interested in the common belief that dentists are expensive. So talk about those things in your marketing, and readership and response will increase!