KickAss Copywriter

I recently read a post at Ryan Healy’s blog, which was talking about ‘hype’ in copy.

Oh, just in case anyone reads this, who is unfamiliar with the use of the word, copy, I am referring to words … language that’s used to elicit a specific response from readers … namely to buy something!

The upshot of the blog was that, as copywriters, we should all be careful to only use phrases that run the risk of being construed as ‘hype,’ when we have sufficient proof to back up any over-the-top claim or promise we’re spouting.

As marketing professionals, we know (or should know) how vital the sales messages are that we write for our clients — our words can make or break the sale.

And, even when there are outrageous-sounding claims or promises that can be made because they are actually true, I think the ‘oh yeah, right’ factor is a big one to overcome.  And this is especially true on the Internet.

What I mean by that is this:  People are bombarded with SO much exaggeration and promises of more beauty, more sex, more hair, more wealth SOO much that the mere claim of more, better, different is often discounted at best and ruinous at worst.

OK, you say, how do I get my sales message heard, amidst all the loud noises out there?  Good question.

I’ll try to answer it.  Are you, personally, turned off when you hear a lot of ‘over-the-top’ kinds of headlines or body copy, promising you the moon if you only use this or that product?  Do you feel a bit like your intelligence is being insulted?

I do.

That’s why I try to keep it down and to genuinely instill trust, by telling the truth.  I try to shy away from stupid in its many forms –  from falsehoods or products I wouldn’t sell to my worst enemy.  (If I had one.)

Emotional copy, of course, we all know is the best kind to ‘connect’ with our audience and to offer them benefits they really want for themselves.   But so much of it is pandering, placating and downright insulting.

Maybe there’s a place to talk to the poor, the gullible or the less-educated of the world and play on their ignorance … but I don’t want to write it.

I say effective copywriting doesn’t have to use hype.  And hard-to-believe truths can be tempered with a wise dose of sincerity to make them sound more believable.

And, when appropriate, always offer 3rd party proof.  That’s just smart, don’t you think?

Till next time, here’s to genuinely-effective copywriting!

Carolyn

http://www.kickasscopywriter.com

Oh my, where does the time go?

I’m so embarrassed to say it’s been … what, about three weeks, since I blogged.  Oy vey, what will the ‘blog police’ have to say about my derelict behavior!   
Aaahh, it’s OK because I really don’t have a following anyway.  In fact, it’s rare that I get comments on this thing.    

Sometimes, I must admit, I wonder why I’m doing this at all!  If no one’s listening and no one’s commenting — what’s the use? 

It’s not like I don’t have better things to do … like write for clients, who are paying me, for instance.

I am pinging at pingoat.com and going to livewire.com to make sure the social media hear about me.  I’m sure there’s much more I could/should be doing, time permitting. 

Maybe my heart’s just not in it.  Admittedly, I don’t seem to have a lot to say about copywriting that’s not already being said over and over, adnauseam.

To me, each situation calls for a unique approach, instead of simply copying from what many copywriters use — their ’swipe file’ — samples of various work from other writers that worked (supposedly) for a given type of product or service.

I’ve been writing copy, along with the ’smart thinking’ that goes with it, for a long time.  And to me, these are:

7 Traits of a Good Copywriter:

1.  Understand the human condition.

2.  Know how to tap into human emotions.

3.  Know how to communicate in a heart-felt way.

4.  Really care.

5.  Study the product and know how it will genuinely benefit customers.

6.  Prove the product and the company are real and that the company cares about their customers, by offering high quality — backed by a real guarantee.

7.  Know how to sell.  Know how to close. 

 What more is there to say about copywriting?  It’s ‘thinking on paper,’ like Jay Abraham says.  Or, it’s ’salesmanship in print,’ a phrase, I think, Dan Kennedy coined.

So, what else am I thinking today?

Have you seen the T. Boone Pickens’ web site? 

http://www.pickensplan.com

You must go see it.  Here’s one of the biggest oil moguls on the planet, advocating alternative energy!  Now, that sounds pretty genuine to me.  I’ll look into it closer and see what I can see.  (Hope it’s real.)

I have more than a passing interest in alternative energy, as I think everyone who’s breathing should have.  Otherwise, the breaths we take may not be worth it before too long.

I think finding alternative energy sources and using them is a planetary imperative.  Yeah, it’s that serious. 

OK, two thoughts for today … that’s enough, methinks.  For copywriting services, find someone who knows the 7 points above.

And for alternative energy ideas, check out T. Boone Pickens.

Salut,

Carolyn

http://www.kickasscopywriter.com

Have you ever read a marketing message, attempting to sell something …

but it used stiff, proper language that only an English professor would appreciate?

Most good copywriters know to use simple words and to talk to a prospect like we’d talk to a friend or to use ‘barstool conversation’ — the way you’d talk to the guy next to you at the bar.

Another smart rule of thumb?  Use short sentences.

Long, seemingly endless sentences/paragraphs make the brain say, “This is too much to read.”  (Click.)

Short & simple paragraphs, with lots of white space, are much easier to read, aren’t they?

Another KISS principle, often overlooked even by the best of writers is to first appeal to human emotion … then back it up with logic.  It’s really not just all about price!

Your prospects aren’t going to be patient with a badly written sales message.  And, since an enormous amount of shopping is being done online, your entire web site must be:

clear, concise, easy to understand/navigate.  And easy to order.

How to Employ the KISS Principle on Your Web Site & Online Marketing … 

*  Use simple words.

*  Use short sentences/paragraphs.

*  Use lots of white space.

*  Capture their emotions quickly.

*  Show ample proof/credibility.

*  Make everything quick, easy to navigate.

*  Make ordering easy.

Starting with your web site and continuing with sales letters, email campaigns, PPC campaigns and their linked landing pages — keep it simple.

Happy Selling!

http://www.kickasscopywriter.com

In my Daily Guru messages, here’s the one for today:

EVERY FAILURE IS A STEP CLOSER TO SUCCESS
 
People who try to do something and fail are infinitely
better than those who try to do nothing and succeed.

Experiencing failure is inevitable on your journey to
be successful.

Every defeat is merely an installment to victory.

You’ll find that the number of times you succeed is
in direct proportion to the number of times you fail
and keep trying.

You won’t be judged by the number of times you fail,
but by the number of times you succeed.

Failure is nothing but education, nothing but the first
step to something better.

You can’t be a winner and be afraid to lose.

END

I was struck by how ‘right on’ this feels to me.  Both
in my personal and business life … how can I learn, except
by doing?

I think it’s true to say that I can’t be a winner and be
afraid to lose.  Trial and error is the best teacher.

I always think of Thomas Edison and how many times he failed,
before he finally invented the light bulb. Yet, no one remembers
him for the failures, but just his great accomplishment.

Imagine what might have happened, if he had given up?

And then, there’s Thomas Jefferson:  “Never give in, never give
in, never give in.”

In your marketing, are you afraid of failure?  Or do you try one
thing after another, until you find something that really works?

The market is fickle at best.  The economy is in the pits and the
political machine is all clogged up, with lies & deceit. 

So, what are you doing to make sure your message is believable?

Now, more than ever, marketing has to make sense.  Whether your
market is B2B or B2C, your message had better be in-synch with
your market’s real needs.  (And rank low on the B.S. meter.)

From your web site copy to your email campaigns to your articles
and press releases … you must consider your readers’ state of mind, if you want to have a chance at reaching them.

And be real!

Tight money, shaky economy = tight, honest message and sensible
offer.

Choose a copywriter, who understands your audience’s wants, needs and state of mind.  And knows how to connect with them on a deeper, emotional level … and will pass the B.S. test.

When anyone feels heard and understood, they’re more likely to listen to what you have to offer.  Assuming it’s legit.

Go ahead, try it.  Be different.  Be willing to test.  Be real.

http://www.kickasscopywriter.com

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