What Your Customers Want Most To Know, Part 3 - Old Masters Seriesv

<img src="https://copywriterspodcast.com/images/banner/copywriterspodcast232.jpg" /> <br />We’re back with our Old Masters Series, and this is part 3 of a four-part series -- What Your Prospects Most Want To Know. I would add, what is it that they want to know right away, and whether or not your tell them might decide whether or not they keep on reading?<br /> The answer is the still:<br /> What will your product, or service, do for me?<br /> But this time, we’re going to take it from a different angle. Up to now, we’ve talked about what your product can help them do and help them gain.<br /> But this time, it’s what your product will help the prospect save. Some things will be familiar, but I suspect you’ll hear some things you’ve never thought of before.<br /> So here’s what we’re going to do today. We’ll go over all seven things Schwab found prospects want to know if your product can help them save. <br /> I’ll show you how and why. We’ll cover some examples you are probably familiar with in general, like product categories, or in specific, like promotions you’ve probably heard of.<br /> Again, let me remind you that Vic Schwab spent 44 years working in advertising and kept a lot of notes. Everything here is based on testing and very scrupulous observation, with an eye towards what stimulates inquiries and what generates sales. From the eye of a master.<br /> That’s because Ad Age magazine called Schwab “the greatest mail-order copywriter of all time.” In 1941, he wrote a series of five articles for Printers Ink magazine and titled the series “How to Write a Good Advertisement.”<br /> In 1961, he expanded that series into the book, “How to Write a Good Ad.” The book is so important that my mentoring clients and I spend almost half a year going through this book in a special way I’ve developed. It’s as good in its own way as Gene Schwartz’s “Breakthrough Advertising.” In short, I’d saw Schwab’s book is a gold mine for copywriters.<br /> Also, a quick reminder: Everything in this and the other three podcasts