Say What Readers are Thinking
Join the Conversation People are Already Having in Their Mind

Robert Collier is one of the best-known copywriters of all time, known for his powerful writing, editing and research.

He’s best known for the saying, “study your reader. Find out what interests him. Then, study your proposition to see how it can be made to tie in with that interest.”

Summed up: get to know what your reader is thinking about and speak to it. Every person has inner dialog. It’s a copywriter’s job to join the conversation they’re already having in their mind. 

You’re not a mind-reader

How do you get into the mind of your audience? Pay attention to what they care about! Most copywriting campaigns start with a customer profile: who is the person you’re speaking to?

​This is important because it helps you:
  • Shine a light on the right benefits
  • Communicate using the right words
  • Identify common or shared knowledge

Bring value to the conversation

To get attention, you need to bring value to the conversation. Answer questions. Provide insights. Offer incentive.

​The more you contribute, the more people will allow you to be part of their private conversations and the more trust they’ll put in what you say. 

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