One of the biggest copy mistakes you can make is being blind to the things that are a BIG deal to your reader.
For example…
This morning I hired a guy off Taskrabbit to come pull some weeds at my house.
Well, while he was pulling the weeds, I happened to be walking by cause I was finishing a walk with George.
I walked over to him, said hello, and asked if he needed anything.
“Just some more bags for the weeds if you have any” he said.
We chatted for a bit about the weeds.
And I showed him how I wanted it to look.
While this was going on, unbeknownst to me, George walked over towards this guy to say hello as well.
Which I didn’t think anything about…
Cause George is a big ole’ baby.
And he wouldn’t hurt a fly.
But…
He’s also a 160 lb Great Dane.
So if you’re not used to big dogs, you might be scared of him.
Well when George walked over towards the guy to say hello, the guy immediately stepped back a few feet in fear.
“Can you grab him please” he said.
Honestly I wasn’t even paying attention at this point.
I was busy looking at the weeds.
But I could see the fear on this guys face…
“Sorry, sorry – he’s totally friendly” I said. “Nothing to worry about”.
I could see a big sense of relief come across his face.
His body relaxed.
At this point, George nuzzled up next to him, and the guy scratched his ears for a few seconds.
George was in heaven.
And the guy was laughing about how goofy George is.
Now this isn’t some crazy story – just a random encounter with my dog…
But there’s a bigger point I want you to take away.
I’m so used to being around George that it doesn’t even dawn on me that people might be afraid of him.
Why?
Because I see him everyday.
And I see what a baby he is.
Seriously, he’ll run away from a 12 lb yorkie if it goes after him at the park.
He’s a big softie.
But everyone else doesn’t know that.
All they see is a huge, 160 lb dog that’s solid muscle and looks like he could tear their arm off if he wanted to.
So they see him in a completely different light.
And the things going through their head are NOT the same things going through my head.
Well guess what?
This exact same thing happens in your copy.
Especially if you’ve been doing it for a while.
You start to assume the reader knows things that you know.
Big mistake.
I mean truly a big mistake.
Cause nothing will kill conversions faster than not meeting the reader “where they’re at”.
You have to be thinking the same things as the reader.
And addressing the stuff in their mind.
Cause if you become “blind” to things that matter to your reader (like I did with George) you’re toast.
You have to be in tune with they’re thinking.
That’s a simple idea, but one that will make you a bunch of moolah if you get it.
That’s all I got for today…
Enjoy your Monday,
– Justin
P.S. – here’s a pic of George just living his best life at the wakeboard park I used to ride at.
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