I was just reading John Carlton’s post this morning (I suggest reading anything of his BTW, he is one of the best copywriters out there) and it really got me thinking. Even if we practice the theory of walking in another’s shoes in our lives we often don’t use it when copywriting. Why?
Many of us attempt to write like salesmen/women when we aren’t. That’s just plain stupid isn’t it? Who wants to read constant pitches that aren’t relating to any of us, not appealing to our human emotions or our perspectives? We often get so caught up in talking about our “program” or “product” that we forget about what makes us human, what makes us different and unique.
“To walk in someone else’s shoes” and understand the psychology of human behavior is actually much easier than many of us believe. In fact, most of us are doing it everyday. How else would we deal with our spouses and their little quirks that often drive us crazy like never changing the toilet paper roll or gulping down all of the coffee before you get through your first cup? arrggh.
When we aren’t understanding others in our copy we are discounting a huge mass of people. As John says in his post, “The challenge, as a marketer, is to suck up your distaste for people who don’t share your worldview and be a chameleon.” Take his challenge and let me know what you learned.
Enjoy the read, it’s well worth it and crucial to your marketing efforts. Kelly 
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