This is NOT an Expert Marketer
Over the past few weeks, a self-proclaimed marketing expert has been filling my in-box with goofy letters.
He wants me (and everyone else on his list) to promote his books and to invest in his new marketing company. He says he’s an expert marketer.
But I have good reason to doubt that.
The copy he uses to try to convince me is filled with “I” and “we.” In fact, more than half of the sentences begin with one of those words. And then, it doesn’t include a single benefit to the reader. It’s all about him and what he’s doing and how wonderful he is. Ugh.
This isn’t marketing. It’s ego stroking – his ego, that is.
What is good marketing copy?
Copy that answers the reader’s question: “What’s in it for me?”
An expert marketer – or even a good apprentice marketer – focuses on the reader, not the writer.