The prospect you’re hoping to attract: What are they buying now?
What will they be switching away from, if they buy from you? What habit will they be breaking or changing?
That’s the kind of thing we need to know, or at least have a theory about to test.
Over 100 years ago, Claude C. Hopkins, the most effective advertising copywriter of his day, wrote this:
“People don’t quit habits without a reason.”
So how could we ever give them the right reasons if we don’t even know what kind of habit we want them to quit?
Kelford Inc. is the marketing team that’s never at a loss for words. If you’re struggling with what to say and where to say it to attract ideal clients, we’ll show you the way.