Last month, I took a trip to Chile, and it was like stepping between two planets stitched together. In Santiago, I was struck by the sophistication—Palo Alto-looking homes behind large fences, exuding wealth and seclusion.
The freeways were smooth and well maintained, unlike
the pohole mess on 101 in San Francisco.
Then, outside the capital, the vibe flipped.
Poorly constructed shacks leaned precariously, pieced together from whatever scraps were around—a third-world reality that hit hard.
Two countries, one border.
That contrast stuck with me, and it sparked a copywriting lesson: know your market and speak its language.
The city crowd craves prestige, the good life—your words should dazzle them with aspiration. The folks beyond the well-made roads? They’re after hope, survival—hit them with raw, real talk that cuts
deep.
The mistake is writing one generic pitch for all. Instead, tailor it.
Make the upscale reader feel unstoppable, the struggling one feel seen—all with the same offer, just different angles. Chile’s duality showed me that sharp, targeted copy can bridge any gap and sell in any world.
I hope you take this and run with it.
Cheers,
Doug
P.S. Chile reminded me of a copywriting truth I’ve banked on for years: nail your audience or kiss the sale goodbye.
My Ultimate Copywriting Blueprint’s your no-BS cheat sheet to get your messaging right—normally $199,
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As a seasoned direct response copywriter, Doug has created hundreds of profitable
direct mail packages, emails, and video sales letters for the world's largest specialized information
publishers—generating over $100 million in direct sales.
