See the World Through the Eyes of Your Prospects

What is meant by seeing the world through the eyes of your prospect? It means that you should begin every writing assignment like you are an investigative reporter. Ask your fictional client and his or her best salespeople a ton of questions, similar to these:

What is the product?
Why is this product made the way it is?
What consumer problems, desires, and needs is it designed for?
What's special about it? Does it fulfill a consumer's needs better than the competition? And, why?
What other customer says so?
What proof do you have to make your case believable?
What are all the product's best features? Is this really going to be a benefit to the consumer?
If you had unlimited funds, would you improve this product? If so, how?
Who is this product's target market? Who are the 20 percent who generate 80 percent of sales?
What irresistible offers might trigger explosive sales?
What premium features can be added to press your prospects' hot buttons?

The Product itself is the star, and your ad should keep it that way. Being funny and cute is ok, in other areas but not on your ad copy. Don't spend all your time entertaining the consumer, impress them with the value and features of the product or service. People don't buy a new brand of tires because the manufacturer told a joke. Consumers buy the new tires because they promise a needed or wanted benefit.

Your success is tied directly to the performance of the ads you write. Write for great products that drive consumers wild with desire, and their success will make you seem like a genius. Force yourself to see the world through the eyes of your prospects, this is the single most valuable trait you can cultivate as a marketer or copywriter.