In part one of this trilogy of articles, we looked at the importance of asking your target audience the right questions. Turns out, asking what they want is NOT one of them. (Not sure why? Grab a quick recap here.) A more effective approach is to ask them what they don't want. It's an …
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You probably recognise at least one of these two famous quotes from a couple of pretty successful business leaders: A lot of times, people don’t know what they want until you show it to them.” - Steve Jobs ...and from a little further back: If I had asked people what they wanted, they …
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For two or three years of my childhood, the only thing that caused my Dad more grief and frustration at home than my own mischievous antics was the state of our lawn. They say an Englishman's home is his castle... Well, the problem with our castle was its 'moat': Our vast, dry, patchy, …
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"Sell the outcome, not the process." In copywriting, we're told this constantly. And for good reason: People don't buy your product, they buy better versions of themselves. Even when someone buys a product because they claim to love that product or the brand behind it - like clothes, for …
You and I are living in a world of almost endless choice. A world where “do you want it or not?” has been replaced by “how do you want it?” This is, by and large, a Very Good Thing. It’s great to live in a world of almost endless possibilities… On a quiet-Saturday-night-in for instance, …
"What do you do?" When somebody asks that about your work, what do you say? Do you just reply: “I own a company that sells shoes”, or “I write copy”, or “I build websites”? No, you probably don’t. Because those answers aren't enough. One: you wouldn’t be giving them anywhere …
I've been re-reading Daniel Kahneman's Thinking, Fast and Slow. As I mentioned in my year-end reading list roundup, it's an extraordinary book, and unlike anything else I've read. Broadly speaking, it links behavioural economics with the psychology of decision-making... It's a fascinating …
Continue Reading about Mood Heuristics: Asking Questions In Your Sales Copy →
Ah, the good ol' About page. Written by many, misunderstood by more. A startup, consultant or entrepreneur's About page copy is more important than most people realise. The humble About page gets viewed more than most pages on the average website - often coming second only to the ubiquitous …
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