This short transcript excerpt captures T. Harv Eker teaching a core marketing principle: entrepreneurs are paid to solve customers' problems, so effective marketing (and copywriting) must demonstrate deep compassion and understanding of the customer’s problem. Eker advises picturing the customer, describing their experience in detail, and using personal or client anecdotes to show empathy and credibility.
What are people giving you their money for? Why would someone give you their money? Because you are, what, solving a, what, a problem? A bigger little problem for them. And so that's why you get paid as an entrepreneur, you're nothing but a problem solver. And so that's why they give you their hard earned money. That's why you give other people their hard earned money, because you're solving a problem. And if you cannot have people understand that you understand their problem, they're not going to buy from you. So that's the key thing. Compassion, understanding, walk a mile in their shoes. So what I think about and when I'm teaching copywriting is okay, who is your customer? Try to picture that customer and what is their life like and what are they going through? Why are they even interested in what you have? Why they might be interested, what problem do they have that you or your product or service can help solve? Show them, tell them that you show them you understand that, that problem. And when you, when you truly understand, when you can sit in their, in their seat, walk in their shoes and say, I understand how you feel and I've had this situation, or we've had many, many clients in that situation and describe the situation that they're in. Show them that you know the problem. Describe that problem, how, what's it feel like, what's it look like, what's their experience of it? You know, like when I was, I mean, I was broke for 10 years, very, very long years, they seemed overly, they seemed like centuries because I was broke all the time. And so that's why one of the reasons I teach what I'm teaching now. But you know, I can totally relate to people who have money issues.
