This video highlights the most common mistake that most digital marketers make. Lots of people (including marketing "gurus") focus too much on HOW to say things, and not enough on WHAT to day. Truly the most important thing you should know before spending any money on online advertising is what to say to your prospects. Your job at a marketer is to find out what to say, and not worry so much about how you say it. Once you really understand your market place, you'll be able to write ad copy that really speaks to that audience.
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Aaand that comes down to your research on customers persona wants and needs to know what to say!