The Most Fundamental Principle of Copywriting

The most important principle is, don't start with the probuct. Start with the prospect. What is the prospect fear? What do they want? What are their mind set? The big question we like to ask is, what keeps them up at night with worry? You start with the prospect, and then once you know the mine set of the prospect, you connect it,. Show how your oduct can address those concerns, worries and needs - not the other way around. That's one very important thing. We nee to focus on the customer. And there are different tos you present us with in the book, like, for example, ina wenee, to use