You can write copy that sounds convincing, hits the right emotions, and seems to speak directly to your prospect. But one small assumption can suddenly make the reader think, “That’s not me”—and once that happens, you may lose them.
In this clip from one of his coaching sessions, A-List copywriter David Deutsch points out an easy mistake that can quietly weaken otherwise strong copy. It’s a subtle shift in how you approach your reader, but it could make a big difference in keeping them interested.
For a comprehensive collection of David's best copywriting secrets — including how to write effective copy in this age of AI overwhelm — you'll want to check this out.