Copywriters often smile after they finish their copy, what marvellous sensation is that felling of doing right.

Then they read it again, with this idea, what would write Garry Halbert, if he got the same job, what would do Kennedy if it is his job, and what all my favourite guru will do if it was their job and not mine.

There is the problem, it is your job.

So, never try to imagine what any one will do if he got the same copy to write.

This is the wrong question.

The right one, is to ask your self, what would be the reaction of my reader.

And for that you have to be in empathy with all the kinds of reader.

There is no good reader and no bad one, no good consumer and no bad one.

There is just a good copywriter, and the one who have to find another job.

So, what is the solution, who is that guy who will give us, the key for such miracles?

People are too busy, there are running after their job, their bill, their wives, their children and often after their dog.

People are more sceptic then ever, they have experiment many and a lot of stuff, they given a way all their money, and now they have understand, one thing. The essential one, the vital one, the one that make the difference and copywriter often closes their eyes.

Worst time for consumers, and copywriter often close their eyes, people aren�t ready to throw a way their last money in order to learn how to make a million dollar in seven days, this is a joke, and consumers aren�t ready to waste time and give money in order to be duped.

Never kill the reader inside you.

be the more sceptic reader of your ads, copy or sales letters, never be satisfied, and never be the next Kafka.

you are the first one to convain, if you arn't ready to buy the product that you are selling , you will never drive other to buy.

self complaisance.

this is the word, self satisfaction, never be satisfied by your copy, try always to get better.

i have to stop there, i am not satisfied.

PS: feel free to send me you reaction.