Isn’t it apparent when reading some sales letters that the copywriter or marketer didn’t do their homework?
They are saying things, making points, telling stories, producing bullets, but it all feels flat and thin.
It’s my experience they didn’t do enough research. They didn’t go deep.
They don’t know the market well enough. They are guessing.
Gene Schwartz might say they didn’t listen enough.
Over at the InfoMarketingBlog, Lawrence shares an article Gene wrote called “I Write With My Ears” where he talks about how he creates an emotional holograph (possibly one of the top 5 phrases you’ll ever hear lol) and really listens to the prospect to get his copy to sing.