Spent two days on a headline for a client, tried every formula, every angle, nothing landed right. Then on the discovery call the client mentioned, almost as an aside, "customers always say it feels like cheating" - talking about how easy their product made something. Wasn't even meant as copy, just a throwaway comment That line became the headline. Barely edited it. Performed better than anything I'd actually sat down and tried to craft Happened enough times now that I've started treating discovery calls less like research and more like the actual first draft - just listening for the sentence that's already sitting there in how the client or their customers naturally talk about the product, instead of trying to invent something better than what they'd say themselves. Anyone else find the strongest lines usually come from just listening rather than writing?   submitted by   /u/Intelligent-Copy-200 [link]   [comments]