![\"\"](\"https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/11\/aDesign-for-the-Viewers-Angle-300x169.jpg\")
<\/p>\n<\/p>\n
Ancient Greek sculptors faced a problem: the human eye could make a proportioned statue look wrong.<\/p>\n
In Plato\u2019s \ud835\ude1a\ud835\ude30\ud835\ude31\ud835\ude29\ud835\ude2a\ud835\ude34\ud835\ude35, a speaker describes artists making large works for viewers standing far below. If they preserved the correct proportions, the upper parts could appear too small. So artists sometimes exaggerated those parts to produce a more convincing appearance.<\/p>\n
Whether this describes a widespread sculptural practice is debated. But the problem Plato identified is familiar to anyone who writes advertising.<\/p>\n
\ud835\uddec\ud835\uddfc\ud835\ude02\ud835\uddff \ud835\uddfd\ud835\uddff\ud835\uddfc\ud835\ude00\ud835\uddfd\ud835\uddf2\ud835\uddf0\ud835\ude01 \ud835\uddfb\ud835\uddf2\ud835\ude03\ud835\uddf2\ud835\uddff \ud835\ude00\ud835\uddf2\ud835\uddf2\ud835\ude00 \ud835\ude06\ud835\uddfc\ud835\ude02\ud835\uddff \ud835\uddfc\ud835\uddf3\ud835\uddf3\ud835\uddf2\ud835\uddff \ud835\uddf3\ud835\uddff\ud835\uddfc\ud835\uddfa \ud835\ude6e\ud835\ude64\ud835\ude6a\ud835\ude67 \ud835\uddfd\ud835\uddfc\ud835\ude00\ud835\uddf6\ud835\ude01\ud835\uddf6\ud835\uddfc\ud835\uddfb.<\/p>\n
You know the product. You understand the features. You’ve spent weeks studying what makes it valuable.<\/p>\n
Your reader sees a headline, a few sentences, and maybe a photograph before deciding whether to continue.<\/p>\n
Imagine selling a course that teaches freelancers how to find profitable clients. Your draft opens with the course\u2019s twelve modules, thirty-seven lessons, downloadable worksheets, and video library.<\/p>\n
Every detail may be accurate. Yet the reader still has to do the work of figuring out why any of it matters.<\/p>\n
Try moving the outcome to the foreground: \u201cFind better freelance clients without spending your evenings sending cold pitches.\u201d<\/p>\n
Then use the modules, worksheets, and lessons to support that promise, provided the course can deliver it.<\/p>\n
You haven’t changed the product. You’ve changed which part the buyer sees first.<\/p>\n
That\u2019s the useful lesson from the sculptor\u2019s dilemma: \ud835\uddf1\ud835\uddf2\ud835\ude00\ud835\uddf6\ud835\uddf4\ud835\uddfb \ud835\uddf3\ud835\uddfc\ud835\uddff \ud835\ude01\ud835\uddf5\ud835\uddf2 \ud835\uddee\ud835\ude02\ud835\uddf1\ud835\uddf6\ud835\uddf2\ud835\uddfb\ud835\uddf0\ud835\uddf2\u2019\ud835\ude00 \ud835\ude03\ud835\uddf6\ud835\uddf2\ud835\ude04\ud835\uddf6\ud835\uddfb\ud835\uddf4 \ud835\uddf0\ud835\uddfc\ud835\uddfb\ud835\uddf1\ud835\uddf6\ud835\ude01\ud835\uddf6\ud835\uddfc\ud835\uddfb\ud835\ude00.<\/p>\n
Before polishing another sentence, ask: What looks obvious from where I stand but almost invisible from where my prospect stands?<\/p>\n
RW<\/p>\n
.<\/p>\n
.<\/p>\n
.<\/p>\n","protected":false},"excerpt":{"rendered":"
Ancient Greek sculptors faced a problem: the human eye could make a proportioned statue look wrong. In Plato\u2019s \ud835\ude1a\ud835\ude30\ud835\ude31\ud835\ude29\ud835\ude2a\ud835\ude34\ud835\ude35, a speaker describes artists making large works for viewers standing far below. If they preserved the correct proportions, the upper parts could appear too small. So artists sometimes exaggerated those parts to produce a more convincing […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10,8,4],"tags":[],"class_list":["post-714","post","type-post","status-publish","format-standard","hentry","category-ancient-wisdom","category-buying-psychology","category-copywriting"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/714","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=714"}],"version-history":[{"count":2,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/714\/revisions"}],"predecessor-version":[{"id":717,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/714\/revisions\/717"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=714"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=714"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=714"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}