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CI: So taking the contrarian point of view was how you overcame that initial objection. Dr. Sears: Yes. Part of the contrarian point of view is that you don‟t really need long-duration exercise – that shorter exercise works better. That‟s one of the reasons for the success of PACE. You‟re selling an idea that they already want. They would like to believe that they can get the benefit of exercise without spending an hour a day in the gym. And, of course, it‟s easier to sell something that people already want rather than to try to create that want. CI: Let’s switch gears a bit and focus on the copywriter. As somebody who hires copywriters, what do you think is the most valuable trait a copywriter can have when writing for the exercise industry? Dr. Sears: In general, flexibility, rather than experience, is surprisingly important. Many times, I work with a writer and they want to write what they want to write. I want them to write what I want them to write, and that often means they lose future work with me. I expect that I can tell them what I want them to say and that they‟ll try to understand what I want and do it to the best of their ability. Not to say, “Well, he wanted this, but I really think it should be this,” and then do it their way. It‟s partly a matter of ego, but when you‟re writing for someone else, you have to force yourself away from what you want to write. What you want to write doesn‟t matter. You have to fully accept the role of writing for someone else, and write what they want in the way they want it. Your job is to figure out what they want and provide it. You would think that goes without saying, but it‟s surprising how often that becomes a make or break issue with a writer. If they do it the way I want it, www.ProCopyWritingTactics.com

Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them  

Dr. Sears Reveals the Challenges of Writing for the Exercise Industry And How to Overcome Them

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