Reading is Fundamental.

The first job of marketing copy is…wait for it…to be read.  Seems obvious, right?  But stay with us here.  If the prospect stops reading (or listening, if it’s audio or video), it doesn’t matter what your copy says or how many benefits you squeezed in.  It’s a tree falling in an empty forest.  So think about this.  Write with the reader’s priorities taking precedence over yours.  Forget what you want to say.  Start with what they want to hear.  That’s the starting point for copy that engages — then sells.