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

Does anyone actually feel sorry for ole Eliot?  I sure
don’t.  I never liked him from the very first time I saw
him — for what it’s worth.   
Unless I’m missing something, he hasn’t really apologized
for what he did. 

He’s just done a soft-shoe shuffle around his dalliances
with women of ill-repute, after prosecuting “escort services”
in New York … and closing them down.

Reeks of hypocrisy to me!

And have you heard the latest?  The girl, with whom he was ’seeing,’ had worked with the New York group that he shut down?  Curious irony, eh?

And his poor, ignored wife, standing by his stoic, puffed-up
side, while he pontificates in a manner that has nuttin to do
with nuttin.  Posturing, no doubt.

I guess the bigger deal, for him anyway, will be to hope and
pray that the money he used to pay for his little flings was
NOT public money.

Or, if it was, he’ll work real hard to keep that out of the
news, don’t you imagine?

Even before his debacle over issuing drivers licenses to illegal
aliens, he gave me the creeps.  (Keep in mind, as soon as I saw
the first plane crash into the WTC, I knew it was no accident.)

Devoid of emotion, he was and is as cold as an igloo in Iceland. 

So, I’d like to make two observations about all this:

1. My radar for distinguishing genuine from fake.
2. What we all can learn from this very unlikable fella.

To the first point … I just want to share how much my radar,
my BS meter, woman’s intuition or my sensitive Cancer sign allows
me to read people and situations SO quickly and accurately.

In my personal life and in my work as a copywriter and marketing strategist, this is a most valuable tool. 

I intuitively know what the ‘real deal’ is and am able
to zero-in on what really matters to the audiences my copywriting is written for.

To the second point … I think we all can see from a business
POV, being an unlikable person is the kiss of death. 

Who wants to do business with someone so abrasive and next to
impossible to deal with?  I sure don’t.

And then there’s the little annoyance called honesty.  Don’t
you think that everyone (esp Americans) is quick to forgive
someone, who admits he/she has done wrong?

Lessons to take away from the Eliot Spitzer fiasco …
1. Be a genuinely nice person
2. Care about others
3. Be warm, considerate
4. Don’t be hypocritical
5. Be honest and admit your mistakes
6. Take responsibility for your actions

What do you think we can learn from this BIG news story?

http://www.kickasscopywriter.com

What do you think the marketing ‘kiss of death’ is?

You may think it’s not having the budget to do what you know you need to.

Or, you may think it’s not being the #1 producer or the best manufacturer or having the sexiest product or a large enough list?

Whatever you think it is — you’re probably wrong in my studied opinion.

No, I believe the kiss of death in marketing is when you FAIL to make a High ROI offer.

You can have a great site, have a great product or service, provide an excellent return policy, offer free trials at the right time and even provide unbeatable customer service. 

But if you do not make them an offer that anyone would be a fool to pass up … your offer (and sales) will fizzle, instead of sizzle.

No amount of crafty copywriting can overcome a bad offer.  It just can’t happen.

So, if you’ve gone to the trouble of investing your blood, sweat and tears into your business, please bite the bullet and make them a remarkable offer that’ll make them say, “Now that’s an offer I can’t refuse!”

And always take away the risk with your guarantee.  And always give more than they’d expect.

Make them a high ROI offer, and you’ll have a customer who will be eager to take you up on your next offer.  And, of course, you must have great copywriting that’ll keep them reading, till they get to your offer.

Just ask yourself what you’d respond to?  For me, it’s straightforward copywriting that doesn’t insult my intelligence and a fantastic offer.  We want MORE for our money, right?  It’s just human nature.

http://www.kickasscopywriter.com