You know the more reps you do in the gym, the stronger you get. Well, reps can make your B2B copy stronger, too. Only the kind of rep we use in marketing is REP, which stands for rational, emotional, and personal.
By using REP, you reach your prospects on three levels — rational, emotional, and personal — which is invariably stronger than reaching them only on one level. Many copywriters today make the mistake of using only rational — a B2B copy approach dominated by specifications and features, or as it was called back in the day, “speeds and feeds.”
