In this copywriting hotseat John Carlton reminds us that we do not know how our prospect thinks or feels. We should not say we do.
What do you think about that first sentence? Tell me what you think I think about that first sentence. Come on…
We are back to the huckster syndrome?
John: You are assuming. “I know what you just read may seem…” No, you don’t. You don’t know what these people are thinking.
Guys, I’m telling you. When I say “empathy” I mean to get in touch with how a person in that situation would feel and write in ways that show that, but don’t tell them you know what they’re feeling.
Has anyone ever been bummed out…girlfriend left you, dog died, whatever…someone comes by and says “Oh, I know how you feel”. No, you don’t.
“I know how you feel…you’re glad the bitch is gone…” No?
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