Copywriters Podcast

We’re back with our Old Masters Series, and this topic is so big and so important that we’re going to take four shows to do it. The question is: When your prospect starts to read your copy, what is the one thing your prospect wants to know, more than anything else? I won’t keep you waiting. The answer is simple. What your prospect wants to know is: What will your product, or service, do for me? It sounds like a simple question. Maybe even a stupid question. But it is neither stupid nor simple. Because the answer you give, and the way you put your answer together, will make all the difference for how long your prospect keeps reading. And, at the end of the day, whether or not your prospect actually buys. This show is in the Old Masters Series because it comes from a very special book: “How to Write a Good Advertisement,” by Victor Schwab. I’ll tell you more about the book in a few minutes. For now, Schwab identifies four categories of things a prospect wants a product to do for them: 1) help them gain somethi