Lazy ears produce bad ads

2 replies
Isn't it apparent when reading some letters that the copywriter or marketer didn't do their homework?

They are saying things, making points, telling stories, producing bullets, but it all feels flat and thin.

It's my experience they didn't do enough research. They didn't go deep. They don't know the market well enough. They are guessing.

Gene Schwartz might say they didn't listen enough.

Over at the InfoMarketingBlog, Lawrence shares an article Gene wrote called "I Write With My Ears" where he talks about how he creates an emotional holograph (possibly one of the top 5 phrases you'll ever hear lol) and really listens to the prospect to get his copy to sing.

I Write With My Ears (by Eugene Schwartz)
#ads #bad #ears #lazy #produce
  • Profile picture of the author ewenmack
    Originally Posted by joe golfer View Post

    Isn't it apparent when reading some letters that the copywriter or marketer didn't do their homework?

    They are saying things, making points, telling stories, producing bullets, but it all feels flat and thin.

    It's my experience they didn't do enough research. They didn't go deep. They don't know the market well enough. They are guessing.

    Gene Schwartz might say they didn't listen enough.

    Over at the InfoMarketingBlog, Lawrence shares an article Gene wrote called "I Write With My Ears" where he talks about how he creates an emotional holograph (possibly one of the top 5 phrases you'll ever hear lol) and really listens to the prospect to get his copy to sing.

    I Write With My Ears (by Eugene Schwartz)
    Yep.

    It just so happens he says talk with customers...
    which I've been banging on here lately without hardly
    a response.

    He's very brief on the subject of talking with customers and leaves out talking
    to prospects.

    Best,
    Doctor E. Vile
    {{ DiscussionBoard.errors[10227617].message }}
  • Profile picture of the author Oziboomer
    Just as some people look at the world through rose colored glasses I'd say many people hear the world through filters they create that help them validate what they think the prospect or customer is saying.

    One example I picked up on recently whilst observing a weight loss patient providing a testimonial to a live audience was related to the shame felt by having to walk back along the line of people waiting to get on a theme park ride when they had queued with the rest but the lock down harness just didn't close by only a small fraction.

    It wasn't the shame that "they" couldn't go on the ride...but the shame that they couldn't ride it with their kid.
    {{ DiscussionBoard.errors[10227784].message }}

Trending Topics