So why do our contributors write so little when it comes to compromising on the temptation to promote free content, Heidi Grant Salesperson has the answer : There is a prejudice we call the phantom of transparency, which again is almost entirely universal. And it’s that we all tend to think our intentions and thoughts are clearer to others than they actually are. As copywriters, our line of thinking is this: Because we understand the value behind the headline, introduction copy, three bullet points, and call to action, we assume our visitors have the same knowledge. But in reality, when your prospect encounters the light on a copy of your landing page, something completely different happens. In an automatic, very rapid, and thoroughly subconscious manner our prospect will examine the copy and assume that if the copy is thin, the free content is presumably thin .