Zig Ziglar said that sales is about transferring enthusiasm that you have for your product into the hearts and minds of your prospect. Copywriting is simply the written form of that same thing.
When we put on our sales hats, we have to differentiate ourselves to convince potential customers to buy from us, not our competition. Whether it’s billboards, radio or TV, it’s impossible to go through a single day without being bombarded with some combination of what people want us to buy. So if we want our audience to notice our message, we’ve got to have a better way of targeting them.
