I mean, seriously, the art of winning the battle against
your competition for the customers business is to understand
what motivates them.
Look at how acne medications and hair loss products
are angled. They aggressively go after the person’s
self-esteem and insecurity. Is this bad? Not in the
least - they have worked out that's exactly how people
who suffer form this often feel. They talk to their
emotions.
You can produce a great piece of writing but with the
wrong hook or angle. That's no good. That's why prior
to writing, I always ask clients to give me as much
information as possible about their customers. I want
to know what makes them click. Once I know this, I can
figure out the best hook.
Quick example:
