Gospel.<p>Imagine you're face to face selling. It's actually easier than copywriting since you have a better feedback cycle (oh god, prospect seems disinterested).<p>You're in a mall. People are strolling around, and you have your booth standing in the middle, trying to hustle your product. A lot of people look at your booth (impressions), but only a couple stop by (clicks). You try to go the creative route. Here's some of the things you made sure of.<p>1. Your booth is designed like a tank. It could withstand a lot of people, and a lot of product. That did cost you a pretty penny, but it'll be worth it.<p>2. It's designed completely in flat design. How amazing is that? Of course the designer wasn't cheap, but it'll be worth it, because he's a creative genius.<p>3. You read somewhere that a sales persuasion shouldn't be long, not longer than a minute (1 page). Else people will stop listening, and rejection hurts (your ego). So even if people want to hear more, you cut them short.<p>4. Your sales presentation is literary award worthy. Almost all your words are eloquently selected, but none of the people that come by your stand seem to understand them.<p>5. In order for your prospects to know what they're getting, you add a lot of the technical specs to what you're saying. This toaster has a capacity of 4 slices and a power output of 1500W. It's controlled by an ATXmega2048SU and a XILINX Spartan 3 FPGA and has an integrated touch screen...you never really get past that point because most people leave.<p>So all considered, you have the perfect booth. Why the hell is noone buying?