![]() It encourages formulaic and non-brand specific writing - which in my experience tells the reader to use the industry, not the product - so it's advertising for a competitor. It doesn't take target audience into account It encourages you to use competitor's benefits. It doesn't apply point of difference as the underlying motivator for the copy but does it actually say anything about your own product? As far as marketing goes, it's great market research, reading what people say about your competitors. ![]() I am concerned that this ignores both marketing and engagement principles so it's a formula for creating spam copy - the kind you see on medical products and self help stuff (he even used weight loss as the example). So, the reiterate, his technique is to steal headlines and comments and then apply the bleeding obvious.very odd "expert" in my opinion.
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