The Simplest Rule for Speaking to Buyers, Not Browsers
A small mistake from my photography site reminded me why speaking to the right person is simple, but not easy
A buyer doesn’t need your whole page to be wrong before they leave.
You can start with the right person. You can understand their problem and have useful things to say about it.
Then, slowly, the page turns away from them and to a different reader.
A paragraph explaining something only an industry insider would care about.
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