KickAss Copywriter

It’s an ongoing question in the minds of some clients, even though it’s so obvious to we copywriters …

“Is it better to sell something, with an emotional hook or a logical one?”  Hummm …

There has been so much research done on this subject and every great copywriter I know of understands that emotion is what stirs a prospect’s buying mode.

It’s been said more than a few times in marketing circles that most of us buy something, based on emotion and justify it with logic.

This is easy to see in consumer advertising/marketing, but some disputes arise in B2B marketing.

I think it makes total sense that a buyer at Macy’s will view a business purchase differently than if she were buying a new pair of shoes for herself.

Buying for the store, she has to get the best deals possible, in order to stay within her pre-determined budget.  And to impress her boss and possibly even get a promotion.

The facts play a greater role in B2B marketing, so when selling something from one business to another, the hard facts, the numbers and the features are stressed more.

But, I heard an emotion in there, did you?  The Macy’s buyer still wants to impress her boss.  So, that very strong emotion could absolutely be explored.

So, maybe we could say that we could still lead with an emotional hook and further elaborate with facts and figures … justifying the reasons to purchase.

I think that most products and services that are sold, whether to consumers or to businesses, are pretty much the same (except for an occasional scam or dud).

So if that’s true, why should a business decision be based strictly on logic?  Because, all things being equal, what difference does it make if Ms. Buyer buys from Company A or Company B?

I suggest that the winner will be the smart marketer, who found a way to touch her heart … just for a moment … enough to get her attention.

Then, just because you say so will be enough to help her decide to buy from you and not from all the other good folks, selling the same things … maybe even a little better!

For any business owner reading this, PLEASE understand that effective copywriting must always touch the heart first … especially when selling to consumers …

and, as you can see, it should probably even be “magically” employed when selling to other businesses, too.

http://www.kickasscopywriter.com

I was having a coaching session with Will Ezell yesterday (www.willezell.com).
 
Great guy!  A direct response marketing millionaire genius, who flies a bit under the radar as well.

And one of the things I mentioned was that I felt a bit silly talking about copywriting on my new blog. 
I mean, with all the heavy-hitters out there, saying just about everything about everything …
what newsworthy contribution can I make, I pondered aloud. 

Staying under the radar myself for lots of years, I’ve recently decided to come out!  

I set up this web site, not sure exactly how to bill myself.  Well, yes, I write kickass copy, but my approach seems a bit different than most, I feel. 

I’m not very formulaic, for example.  And what I mean by that is I don’t have a lot of rules or guidelines that I follow by rote. 

My writing, like my life, is a little iconoclastic. 

I actually look at every single project from a wholistic point of view. 

I look deeper into my client’s mind, his/her product or service, the audience, the key differentiators, the USP or UVP …

and find a kernal of unexplored genius that will set my clients apart.

The truth is, I write from inspiration, which is SO much more trustworthy than any hand-me-down theory or even proven formula from another copywriter.

So, as I’m asking a boatload of questions about the client, their products or services, I’m also getting a sense of who they are.  So, who they are and their unique gifts begin to speak to me.

From here, I’m guided to write, using just the right words, infused with just the right energy to evoke just the right response … whatever that is. 

You see, before something became a rule or a guiding light … it was used by someone, somewhere, sometime … FIRST! 

Right or wrong, I don’t follow the pack just because everyone else does.  I find that boring and more than a little bit cowardly.  Who wants to see another “me too” ad, sales letter or web site?

Put yourself in your prospective customer’s shoes.  Wouldn’t you say, “Surprise me, please!”

And, in fact, in today’s market place, where people are stressed to the max, in information overload and don’t believe most of the crap they hear anyway, you better …

Look, Act and BE Different!

How do I look, act and BE different you ask?   Give me a call and let’s discuss it, shall we?

Till then, if you want to really get noticed … be sure to have kickass copy!

http://www.kickasscopywriter.com