Crawling through your market’s “city of tunnels”

I visited Vietnam in 2018.

My favorite part:

Crawling through the Cu Chi tunnels.

There’s a literal “city of tunnels” down there 250 km long that included:

- Beds
- Kitchens
- Hospitals

And not only do the tunnels sprawl far and wide…

They also run deep.

I had to go down multiple flights of stairs just to reach the entrance.

(after squeezing through the hole above lol)

Seeing the tunnels in person and learning about what the war was really like from the Vietnamese side was a bit of a shock.

Yet I couldn’t help but a notice an interesting parallel:

Markets have their own “city of tunnels” spread out across the internet…

That you must explore to better understand who you’re writing to.

This includes:

- Pains
- Desires
- Limiting beliefs
- Trigger moments
- Etc etc

Just like visiting Cu Chi…

There’s a big difference between hearing about it from afar…

And crawling through it on your hands and knees.

So if you want to get better at writing content & copy that sells…

Then prepare to spend some time on all fours.

Jim Hamilton