Eugene M. Schwartz was one of the best known advertising copywriters of all time, and the author of famous books such “Breakthrough Advertising”. Although his work was mainly in the 1950s and 60s, and today’s audiences are more sophisticated, there are lessons from him which are still worth learning. The main one I associate with him is to listen to what people want.
Obvious? Of course. But few of us do it enough.
Existing customers. Prospects. Competitors. Our own staff. There are so many places to listen, and ask what people want. It’s tough to ask for stories about experiences (especially with our own company or products), but on the other hand, there are online channels that can ease the process. And all of this can inform the approach we take.