Copywriters Podcast

Stephen Covey famously said "seek first to understand, then to be understood." Too bad most copywriters skim over this important part of selling. For many copywriters, market research is just too difficult. For others, they just don't know where to start. In this episode, David covers those bases, and more. Many years ago, a golf ball company was running a successful mail-order ad in a golfing magazine. The company owner decided to update the ad, and brought in a top designer from New York to redesign it. To everyone’s horror, response to the ad dropped to zero. No one could figure out why. The copy had not been changed. The market was still hot and growing. There was no bad news about the golf ball company that anyone was aware of. Turned out, the top designer had redone the coupon in the ad to be solid black, with white lettering and white blanks to fill in. This caused a problem for customers, because to fill out the coupon, they would have needed a pen that wrote in white ink! The business owner ordered