Archive for July, 2008
Marketing Copywriter
I’m sure most everyone has heard the saying, “No guts, no glory,” right?
Well, just to be clear about my interpretation, so I can talk about it … it means this to me:
If you don’t risk, you don’t achieve.
In marketing, as in life, most business owners choose to ‘play it safe.’ The idea behind this notion, of course, is to walk the same path that’s already been forged. It’s easier.
If something’s been done again and again (proven to work or not), most people most of the time are too timid or downright afraid of making a mistake to launch out on their own and …
Do Something Different & Daring!
As marketers, when we put on our ‘consumer hat,’ I think it’s easy to see how smart it is to be different, don’t you?
Think about it, when a technique is so overused as to become lifeless and dull, no one really listens anymore — they become desensitized or anesthetized (numb).
How many times have you heard or read the same ole, same ole copycat version of direct response techniques that they don’t even register on your mental screen anymore? Despite what it says, here’s what you see, “blah, blah, blah, blah.” 
Dan Kennedy talks about business owners who defy conventional wisdom and DO things outside the norm, with amazing results. In his examples, a restaurant and supermarket gave away thousands of dollars in merchandise, with a very high ROI.
And they didn’t even have to spend money on advertising. Ooops, scratch that — you’ll think you don’t need a copywriter to write VERY different ads, letters and cards, oh my!
If you’re not a restaurant or supermarket, with food to give away (who doesn’t eat?) … or whether you do something else totally outlandish or at least unexpected — you gotta capture your prospect or customer’s attention.
Wake up! Be different. Do something that’ll counteract the numb.
In order to get noticed, you MUST have guts. Otherwise, you just lull your customers and prospects to sleep.
Here’s to guts & glory!
Carolyn
http://www.kickasscopywriter.com
Copywriting for Results, Without Hype
I recently read a post at Ryan Healy’s blog, which was talking about ‘hype’ in copy.
The upshot of the blog was that, as copywriters, we should all be sure to have sufficient proof to back up any over-the-top-sounding claim or promise we make in our copy.
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, credibility and proof.
Till next time, here’s to genuinely-effective copywriting!
Carolyn
http://www.marcommagic.com
Master Artist of Genuine, Inspired Connections
The 7 Traits of a Good Marketing Writer
I’m going to share two things today …
First. There are at least …
7 Traits of a good marketing writer:
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 motivate, inspire and to sell.
What more is there to say about marketing copy — or copywriting? It’s ‘thinking on paper,’ like Jay Abraham says. Or, it’s ’salesmanship in print,’ a phrase, I think, Dan Kennedy coined.
The second thing I want to share …
Have you seen the T. Boone Pickens’ web site?
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. When you’re looking for a great marketing writer (copywriter), be sure you find one who knows the 7 points!
And for alternative energy ideas, check out T. Boone Pickens. I think he’s one of the ‘good guys.’
Salut,
Carolyn
