In the early 20th century, Robert Collier published one of the great books on copywriting, The Robert Collier Letter Book. In this book, he shares how to really understand your customers. If you’re going to find them, persuade them to follow you, and hopefully change their lives with the products and services you sell, you need to know and understand them better than they understand themselves. Collier believed that we as marketers should not be trying to figure out how to create the next amazing ad campaign, but instead we need to learn how to “enter the conversation already taking place in
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