Daniel Burstein says, “When writing copy for promotions, content and advertising, many writers tend to be pulled between two possible directions: creativity on one side, and communication on the other.

How can I be creative and still effectively communicate the ideas I have?

Think like the customer

Creativity and communication are not the two opposing forces in the customer’s mind. The customer is weighing these two decisions:

  • What is the value of this?
  • How much will it cost me?

“Essentially the prospect, even if at a subconscious level, engages in elementary math: VfAc – CfAc, which is to say, they subtract the perceived cost force from the perceived value force,” said Flint McGlaughlin”.

Copywriting: How to tip the scale so customers act

MarketingExperiments Blog

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