John Carlton
Geniuses Of Copywriting
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Is Empathy the Most Important?
All three are equally important to the formula. Without experience, the whole thing falls apart. The form a takes care of that experience. You can't intellectually understand ampathya. To understand people, you have to look at what they do, not what they say they'll do. And if you're selling an ethical product then you're actually going to help people.
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