The One Word Every Prospect Craves
The One Word Every Prospect Craves It’s arguably the most important word in the copywriter’s arsenal. It ranks right at the top with words like “free,” “new” and “savings.” I’m talking about “you.” “You” is the word that gets your prospect’s attention and keeps them involved. As Herschell Gordon Lewis says in <I>The Art of Writing Copy,</I> “Unless the…
