As a freelance copywriter, I can’t say this often enough: We must talk to customers, not at them. And that means knowing how they think about a problem (“how they see it”), as well as the words they use (“what they call it”). First the problem: Many companies fill their Web sites and marketing collateral with copywriting about all their features and benefits from their own point of view. And who can blame them? After all, these people are living, breathing, eating, sleeping these products and/or services every day. Of course that’s their focus. But first you have to know [...]
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