“The reason for most of the non-success in advertising is trying to sell people what they do not want…Ads are planned and written…to please the seller. The interests of the buyer are forgotten. One can never sell goods when that attitude exists.” – Claude Hopkins, in his classic, Scientific Advertising. p. 14 (free copy here.)
Do you agree? Is that the #1 reason we fail to sell? Are we trying to push our products or ideas onto our prospects? People who really don’t want them? And then we do therapy on them to make them say yes?
VOTE. Check your ads. Check ads of others. Whom to they actually please? The seller (who wrote them) or the buyer (whom they hope to sell)
Vote on the top right rail above.
Hint: when an ad boasts how great they are, whom does that please?