You know that all prospects in every market are bombarded by hype daily and have justifiably grown extremely skeptical. You therefore know that you must unearth your product’s most powerful proof elements to offset that skepticism. Your aim is to build a case so authentically believable, factual, and accurate that you could convince a skeptical... See more

You know your prospects’ most likely objections and the best ways to address them and even turn them into reasons for buying now. In scores of little ways, you know how to make it easier, safer, and more comfortable for your potential customer to say “yes.”

You know your product inside out, especially why it was created and how it can solve your market’s most urgent problems and desires in a way that similar products will not.

You know your market better than your competitors. You should especially know your market’s most urgent problems, desires, pet peeves, beliefs, and assumptions.

If you want to produce consistent breakthroughs, questions are the answer! My “secret weapon” for consistently creating winning ads is a list of questions that I’ve honed over many years, questions that give me the answers I need to write highly responsive promotions custom-tailored to whatever market I’m trying to persuade .

Research Like an Obsessed Detective Before You Write a Word