1 Lesson from An Advertising Genuis

It's true that most advertising suck. Companies & brands particularly suck at promoting their products. They totally miss the point...

They're immersed in their own world. They've spent so much time building & refining their product that all they know is their product.

Their advertising sounds like their company memo. Meanwhile their customers aren't in their company.

This becomes glaringly obvious when you read ads from the greatest copywriter like Gary Halbert and Joseph Sugarman. You're reminded that the customer - doesn't know your company - only knows their needs.


This post is a reminder that....

☑️ Your customers don't need a "memory foam mattress with advanced cooling technology."

They know they need "a bed that helps them sleep better without waking up sore."

☑️ Your customers don't need a "dermatologist-approved, pH-balanced, non-comedogenic facial cleanser."

They know they need "something that clears their acne without making their skin worse."

☑️ Your customers don't need an "ergonomic, lumbar-support, posture-correcting chair."

They know they need "a chair that doesn’t make their back hurt after working all day."

☑️ Your customers don't need a "cutting-edge AI-powered marketing automation platform."

They know they need "a way to get more customers without spending all day on marketing."

☑️ Your customers don't need a "precision-engineered Swiss timepiece with heritage craftsmanship."

They know they need "a watch that makes them look successful."

☑️ Your customers don't need a "streamlined workflow optimization and task management system."

They know they need "a way to stop feeling overwhelmed and actually get things done."

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To be clear, all those details are important. But not in the headline. They're the logical benefits that will help people justify the emotional decision to themselves—later in your ad.

PS: I'm currently writing a sales letter soon. For an NGO seeking donations for charity. It has so far been a delight writing.