A few months ago, reader Fernando Gomez sent an email that sums up the power of customer curation in one foul swoop:
(Replying to an email I wrote about not catering to short attention spans)
Hi Ben,
My name’s Fernando Gomez and I’m a Spanish copywriter.
I just attended Dan Kennedy’s “Business of copywriting 2.0” seminar these last 2 days (26th-27th July, Cleveland) and he told us about that same thing, how he thought those studies saying average human being’s retention span was down to 3,8-5 seconds, that of a goldfish. And he wondered who wants to have goldfish as clients or who wants average human beings (broke and stupid) as clients.
The late, great Jim Rutz once talked about something similar.
He said (paraphrased) when he was writing to the investment niche especially, if someone has money to invest they are most likely at least as intelligent if not more intelligent than him. So this idea of dumbing things down didn’t really make sense to him.
And going by his massive control record, I reckon he was on to something…
Anyway, just more reasons I don’t always buy into the blanket idea copywriters do about getting the reading levels down to 2nd grade or pandering to fruit fly-like attention spans, especially since these things are always market-dependent.
Whatever the case, to get the scoop on my “Email Players” newsletter go here:
Ben Settle
