People Don’t Like Being Sold To
Given the amount of advertising we are exposed to on a daily basis, most people instinctively resist anything that feels like marketing.
When you have to sell something you can write copy in a way that addresses a specific sequence of concerns that people have when being sold to.
I’ve put together a list of questions I run through when I’m putting words together to sell stuff.
First Draft - Coherence
- Do they know what the thing does and what it’s obvious benefit is?
An easy way to get your pen to paper is to call up a friend, or catch up over coffee, and tell them about the thing. No sales pitch, just tell them what it is and why you think it is interesting. By the end of it, they should know what the thing does and what it’s obvious benefit is.
Second Draft - Persuasion
- Always start with a problem.
Our brains are fine-tuned to pick up on problems. If you want someone’s...
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