It's your field of expertise. It's your business. It's your passion. Nobody knows as much about your business as you do. The truth is, you know too much.
Ad Wizard Roy Williams calls this "obvious" knowledge. You know boat-loads more than your customers do (more than they ever will know or ever want to know). That's why you shouldn't be writing your own advertising.
You can't forget knowing what you know. That's why you can't put yourself in the shoes of your uninformed customers. It's the curse of knowledge. You're inside, looking out. Your customers are outside, looking in. They're looking at your business from a completely different perspective.
That's why you want a great copywriter writing your ads. She can related to your customers because like them, she doesn't know anything either.
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