You need enough insight into the buyer so you can start to imagine the world through their eyes.
At this stage I’m trying to figure out the problem my reader has that only this product or service can solve, and how to communicate in a way that activates their desire to take action.
when someone makes a buying decision, emotion is the main driving force. Logic is secondary.
“What do I want the reader to feel as they read through the email/sales page?”
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