Write for your most excited prospect, not your grouchiest critic

Executive overview

Copywriters default to neutralising objections — but that defaults to writing for the most sceptical person in the room. The better move is to write for the one reader who is already excited to buy.

Write for your most enthusiastic prospect and ignore everyone else.

Writing for the excited prospect

• Identify the single most excited, enthusiastic prospect for the product
• Start from wild enthusiasm for that person, not from their objections
• Even reserved or dark-toned brands have an ideal excited reader — write for them
• Objections still matter, but only ask which ones the excited prospect actually has
• Focusing on sceptics destroys copy; focusing on excited prospects lifts conversions