1 Donkey and 12 Foxes

Yo,

Yesterday, I was at a 4-star hotel with my doctor brother.

So, as a doctor, he sells a lot of pharmaceuticals, and these companies almost invite half of the month as meetings to discuss diseases and medicines.

But why should you care? Cause at the end, the copywriting sauce I am gonna give will make your eyes burn like fire.

But before, let me continue with what happened. So my brother invited me: "You wanna join?"

Me: 

Cause it will give me an experience to see the medical industry differently.

So we entered the hotel by parking the Scooty. 

Then, one agent of the pharma company who is hosting the event came to my brother and said, "This way, sir."

And my brother said to him: "Here is my bro, let him in too."

So the three of us entered and got the lift to the 4th floor. Then I entered. The room was pretty, looking like a meeting and conference room.

But when the meeting started on cardiovascular disease {heart diseases}, all I got and felt was like a donkey among those 12 qualified doctors OR clever foxes. 

Cause I was at the round table too, they have 16 chairs, but 4 were absent. 

So I joined the round table too.

Afterwards, there's always dinner from the company, which is delicious.

So what I observed is that one cardiovascular specialist prepared a PPT presentation for the event host pharma company.

Then, after the presentation, which I had almost zero understanding of, except for those shiny graphs and numbers. As a commerce student, I can understand it quite well.

But the medical terms, some medical words are beyond my knowledge. So I know I can have basic knowledge of it when the time is right.

Each of the 4 pharma agents was assigned exactly 4 doctors to manage personally. Not the whole room. Just 4 each.

And that is the copywriting lesson.

That pharma company did not try to speak to everyone in the room the same way.

Each agent knew their doctors personally.

Their habits. Their preferences. Which medicine were they likely to prescribe? What would make them trust the product?

That is what great copy does.

It does not speak to everyone. It speaks to one specific person so well that they feel like you wrote it only for them.

So, stop trying to sell to the whole room.

Find your four. Know them deeply. Write only for them.

-AshuRex

Streak: 352

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