Tim Frey advises that to excel at copywriting you must understand your ideal client's current experience, which is different from your own. He warns against assuming prospects think/feel like you and recommends interviewing real prospects, asking what they struggle with, what keeps them up at night, and explicitly asking for their feelings because effective copywriting aims to elicit emotion.
If you want to get amazing at copy and you never want to have a financial issue ever again in your life, what your ideal client is struggling with is not what you're struggling with. That's where most people go wrong is they can't put themselves in the shoes of their prospect because they are not that person in this exact moment right now. Okay, Huge mistake is they just assume that their thoughts, feelings, actions, beliefs is exactly the same. But you are not them. You are not living their experience. Spend some time interviewing these exact people and asking them in their shoes right now. What are you struggling with? What keeps you up at night? How do you feel in this moment? Tell me the feelings. Okay, we keep saying feelings because copywriting is about eliciting feelings.
