🧙 While we all hate selling when we are the ones being sold to, it’s undeniable that the power of persuasion is key to our own success. Copywriting pro Jason McBride put together an entertaining write up on what makes sales copy successful, looking at 3 of the most charismatic professions: politicians, con artists, and magicians. His secret to powerful sales copy is not the writing itself, but to preach to the nearly converted. Instead of writing to your general target market, he urges marketers to write to the reader who is already looking for a solution so you avoid wasting time on the skeptics. He also explains that effective sales copy needs to show empathy in order to prove that you understand and “are one of them”, before giving them the facts they need to justify their choice.