I recently finished the book “Obvious Adams” by Mr. Robert Updegraff.
It is a unique book and not one that will be appreciated by people who want to merely “download information” instead of going through the process of *thinking* through principles.
It is about Oliver Adams (referred to as a rather stolid boy), who rises to dominance in his fictional universe’s advertising world.
But this time through, I was especially struck by the fact that Adams was good at advertising because of one habit of his.
And that was the habit of getting all the facts. Doing all the research. Knowing the problem inside and outside.
Then the answers became obvious to him.
How often do we make assumptions and fail to get all the facts?
There are two obvious problems this creates.
One, it means we may make a foolish blunder and target the wrong audience, or run the wrong offer, or make agreements that don’t actually benefit us.
But it also makes advertising more difficult. If we gather all the facts about our audience — and come to know them — writing to your audience becomes almost brutally easy.
You know the things that interest them. You know what will bore them. You know what will persuade them.
Get all the facts first — it makes everything easier.
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