Alas, it’s not mine.
Howie Jacobson is awfully smart. And sometimes, he hits a home run.
The short version:
“When I start marketing a product, I naturally start by talking to myself. I write sales copy that appeals to my values. I argue the price/value question in ways that I find convincing. I use layouts and pictures that affect me.
Unless my market is very much like me (which rarely happens, believe me), I’m going to fail.
I’m speaking Gorilla-ish to Dogs. To me, I’m saying “Buy my stuff,” but they hear, “Run away! I’m a Dork.”
I’m not going to succeed in teaching my prospects Howie-lish. If I want to communicate with them, I have to learn their language. “
The whole thing: The Motivated Marketing Letter