It was John Caples who created the terrifyingly beautiful guidance for marketers:
“First you need to enter the conversation going on in your prospect’s mind”.
That’s him in the picture above by the way, along with one of his most famous advertising pieces – written when he was just a rookie at Ruthrauff and Ryan in 1925.
First you need to enter the conversation going on in your prospect’s mind. It’s one of those maxims that gets more profound the more you think about it.
Have a think for a few seconds yourself – what does it mean for you?
In its original context of advertising it told copywriters that if they wanted to get the attention of their prospects they couldn’t force their message on them. They had to start by keying in to things the prospect was already thinking about.
