Copywriter, who reads what you write?

Abstract

People spend all their reading time looking for reasons to stop reading. A text that suddenly becomes confusing, unreliable, and uninteresting loses relevance to the reader. Therefore, a professional copywriter must communicate as the "other side". He can not write "in a vacuum", he must understand the audience. This way, he will be able to capture the reader's attention with a promise that satisfies their need or arouses their curiosity. Interest arises when the reader perceives the benefits of a product or service. Subsequently, evidence is necessary to ensure unquestionable credibility and provoke desire. Ultimately, reinforcing the message is crucial, leading to action. So, in this critical reflection, it is possible to read, through real examples, how the text should be written to adapt to the reader.