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Article Title: Costliest Copywriting Mistake #2: Assuming Your
Prospect Has Prior Knowledge
Author: Jerry McTigue
Word Count: 306
Article URL: http://www.isnare.
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Always assume your prospect knows nothing about you, your
business, your products, your services. Because invariably they
don't. Even if they did, with everything else cramming their
brain, they need to be reminded and reassured you are who they
think you are. (That's why one of the world's most recognizable
trademarks, Coca Cola, is usually preceded by the word "Drink."
There's always some yokel out there who doesn't know what to do
with it.)
Given that, it's appalling how many ads, websites, email
blasts, brochures, and sales letters mistakingly assume the
reader has prior knowledge and understanding of what's being
sold. So they start smack in the middle of things, or use
bewildering insider jargon, virtually assuring the loss of a
majority of prospects at the outset. A foolish waste of money.
Look. You're very close to your work. Probably too close.
That's why most self-written copy is overly technical,
presumptuous, confusing, and disconnected. You understand it,
your reasoning goes, so why shouldn't everyone else?
Unfortunately, they don't. Remember, too, people don't view
your ad in a vacuum. They do so with divided attention, amid a
maelstrom of distractions and interruptions. So your copy has
to jump out and grab them.
Unseasoned and unimaginative copywriters don't produce much
better, because they merely parrot the information you give
them. (Been that route?)
An experienced copy pro can come in, do a quick study of your
business and category, gauge your prime prospect's knowledge
and sophistication level, then -- and this is most important --
put himself objectively in your customer's shoes. Only then can
he write the kind of engaging, compelling copy that connects,
motivates and sells.
Brilliantly written, targeted copy is one of the soundest
business investments you can make. It will pay you back many
times over.
About The Author: Jerry McTigue -- freelance copy pro -- has
worked at top Madison Avenue ad agencies on blue chip national
accounts. He writes ads, brochures, websites, sales letters,
email blasts, press releases, and more. View his portfolio at:
http://mitchandjerr
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