When a prospect reads your ad, letter, brochure, etc., the one thing he will be wondering from the start is: “what”s in it for me?”
And if your copy doesn”t tell him, it”ll land in the trash faster than he can read the headline or lead.
A lot of advertisers make this mistake. They focus on them as a company. How long they”ve been in business, who their biggest customers are, how they”ve spent ten years of research and millions of dollars on developing this product, blah, blah.
Actually, those points are important. But they should be expressed in a way that matters to your potential customer. Remember, once he”s thrown it in the garbage, the sale is lost!
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