“What’s faster, a car or a train?”
It was 6:03 am and my three-year-old son stood in front of me, half-dazed.
I was helping him get dressed. While I did, I idly asked him that question to wake him up.
In response, he found a toy train on the floor of his room, and picked it up and held it out. “A train,” he said.
“Very good. Now, what’s faster — a train or a plane?”
His answer surprised me.
“No … a plane is much faster than a train,” I corrected him.
He stared at me for a moment and then blinked.
“No, planes are slow.”
I had no idea what he was talking about … then it clicked:
To a three-year-old who has only ever seen planes in the sky … well, of course they look slow.
How could a slow PLANE be faster than a speedy train, Dad?
Moments like these can remind you that in many ways, other people see the world totally different to you.
And if you’re selling anything, you need to be able to overcome that, and understand how your market sees things.
(Hint: it’s probably not the way you see them.)
If you don’t do this?
Your copy just won’t connect with them.
And then your sales pitch will be about as futile as trying to sell to your prospect from the window of a high-speed train:
And as my son would say:
“We don’t do that, Daddy.”
P.S. If you’re a copywriter, knowing how to see the world as the prospect sees it is an especially important skill. Because you need to be able to do it not just for one market … but over and over again, for every market you work with.
Thankfully, that is the topic of the product I am currently busy writing.
I’m distilling my entire process for doing market research and laying it out so that practically any copywriter can pick it up, and use it on their own jobs to better understand their client’s market.
And of course, make more in sales, and get better fees and reviews as a result …
Until I’m done (which, for the sake of those patient souls who pre-ordered it, I hope is soon), I am offering the chance to get a discount when it launches.
It’s not as good as the discount that the wise pre-order folks get, but it’s a discount all the same.
But once I’m done, this chance will also disappear.