One of the best copywriting lessons you can learn is that your reader doesn’t know as much as you think they do.
For example…
One of our Copy Accelerator members shared a Youtube ad with us the other day for a financial investment company they work with.
The goal of the ad is to get people to invest in annuities.
So the ad starts out talking about “there’s one thing you have to invest in if you want to avoid market volitaility and low interest rates”
On the surface this looks like a decent ad…
But my gut says it won’t work.
Why?
Cause it assumes people know a lot about investing.
But guess what?
They don’t.
Your average person doesn’t know whether low interest rates are good or bad.
And if you asked them to explain interest rates to you, they probably couldn’t do it.
So when you start talking about interest rates right out of the gate…
You’re already talking over their head.
This means they’ll be confused.
And they’ll ignore you.
They’ll think your ad is not for them.
A better ad would start off with something like…
“If you never want to worry about running out of money in retirement, then there’s one investment that you should know about…
And NO it’s not stocks…
Or boring old bonds…
It’s an investment that’s backed by the full power of the US government….
And it can give you the peace of mind of knowing you’ll have $2,000, $5,000 or even $10,000 coming to you each and every month”
Do you see the difference here?
I’m not talking about complicated things…
I’m not assuming they know much about investing…
I’m meeting them where they’re at.
And that’s what you want to do.
Cause nothing will kill a sale quicker than assuming your audience knows more than they actually do.
You gotta meet them “where they’re at”.
Keep that in mind.
– Justin
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