Getting Over Copy Shock
A few weeks ago I wrote some copy for a business owner "Marvin." My copy was hard-hitting but honest and down-to-earth. He's really good in his field, so coming up with benefits was easy. What wasn't easy was convincing him to run with the copy on his duller-than-dust website. "It's well, sales!" Marvin said. "That's the idea," I replied. "It makes me sound really great!" "You ARE really great. I've seen your work." Finally, I showed the copy to a friend who needed Marvin's services. She was ready to pick up the phone. Then I showed her Marvin's original website. She made a face. "Boh-ring!" She hired Marvin and told him why. Marvin's about 90% convinced. I understand where Marvin was coming from. When I created my first website, I practically begged people to go away. But when I began revising my sales pages, and people began buying, I saw the light. People who buy from me are smart professionals. Many have advanced degrees. They're not the type to be suckered in by a snake-oil sales pitch. And now I encourage clients to understand what good marketing copy can do for a business. Let's face it, most of us were taught, "Don't brag. Don't show off." And in truth, there's no need for hype and absolutely no reason to exaggerate what you can do. But clients want to buy from strong, confident business people. And if you don't have anything to brag about, why are you in business? Alas, many of us experience a form of copy shock, similar to what happens when we hire a professional resume writer. "Is that really me? I don't want to exaggerate," we say. But the whole idea of hiring someone to promote ourselves is to, well, promote. Sell! Get excited! Share the good stuff! Whether I'm working on a resume or a piece of copy, I've learned a trick for helping clients defuse copy shock. Show a trusted friend what your hired gun promotional consultant has written. "A little strong isn't it?" you'll say nervously. Almost always your friend will say, "Not at all. That's really who you are. Very accurate." "Not too sales-y, is it?" "Not hardly. This is what I'd call gentle persuasion. Get a life!" A few iterations and copy shock goes away. Soon you'll be plastering "My business rocks!" posters all over town. And you'll believe it. About The Author Cathy Goodwin, Ph.D., is an author, speaker and career/business consultant, helping midlife professionals take their First step to a Second Career. http://www.cathygoodwin.com. "Ten secrets of mastering a major life change" mailto:subscribe@cathygoodwin.com Contact: cathy@cathygoodwin.com 505-534-4294
Related News
eWriting Café Announces the Launch of New Website - PowerHomeBiz.com (press release)
Stormrise: The Console RTS Comes of Age - IGN
Stormrise: The Console RTS Comes of AgeIGN, CA -12 hours agoThat hasn't stopped Sega from copywriting the control scheme (and the name) anyway, though. Like the latest console RTS offerings, Stormrise focuses ... |
The Ultimate Web Copywriting Secret - PWO
The Ultimate Web Copywriting SecretPWO, France -Dec 28, 2008But just like the Rolex, each component of web copywriting has finer details and nuances which are hard to explain in detail in a short article. ... |
10 ADVERTISING WORDS TO AVOID IN 2009 - Gather.com
10 ADVERTISING WORDS TO AVOID IN 2009Gather.com, MA -Dec 31, 2008In 2009, perhaps more than ever, the words you use in your copywriting can determine whether you make a sale or lose a customer. Here are 10 words to avoid ... |
Zuula Consulting is the New Face of Communication - PR Newswire (press release)
Take Steps to Recession Proof Your Small Business - MSNBC
“How to Explode Your Website’s Marketing Potential With A Few Easy ... - NewsReleaseWire.com (press release)
Copywriting for Direct Mail - Part 3: Five Motivators - Web Host Industry Review
4 Fatal Mistakes Most Internet Marketers Made In Copywriting Part I - PWO
Weekly Web Tip #7 - Stop Hemorrhaging Leads & Sales - Furniture World Magazine (press release)
Weekly Web Tip #7 - Stop Hemorrhaging Leads & SalesFurniture World Magazine (press release) -Jan 5, 2009That’s not the case with the product of commercial writing known as “copywriting.” Most everyone can write today; it only takes a pen and paper. ... |
|
|
 |
|
|
RELATED ARTICLES
Freelance Business Writers - How To Get The Best From Your Writer
At times, it can be frustrating to find freelance business writers that are of good quality, dependable, and within your budget. The good news is that there are many people who can perform at the level you need. The question is, though, how do you find the best freelance business writers? To answer this, we need to learn what good expectations are for them first.
How To Write Direct Mail That Really, Really Works!
So, you have something you want to sell. It may be a product, a service, or a cause. It could be a membership, a subscription, or a motor car. It might be paper, health products or the idea that the humane society or the Alzheimer's association is worth giving money to. It could be computer equipment, hand-sewn dolls clothes or garden gnomes.
Five Steps To Online Copywriting Success
One of the most important priorities of evey online business should be their copywriting. Online copywriting skills are a "must have" for anyone who is thinking about real success with their online business.
Are Long Copy Salesletters Scams?
A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so. Click the "register" link the top. It's free. There are tons of tips from other very successful copywriters.)
The Secret to Drilling Down Deep in Your Target Market
Here's another drill ripped out of the Field Guide for my Red Hot Copywriting Bootcamp. There are 20 drills total which take 15 minutes per day (my "recruits" get weekends off). Each drill stands on its own but put them all together and the impact on your salesmanship is phenomenal! So here is another one for you?
The Lead: Sinking The Hook Into Your Prospect
You only have an instant to capture your prospect's attention. No matter the medium ? a sales letter, print ad, or commercial ? she's going to make an almost instantaneous decision about whether you are worth her time or not. So you'd better start off with a bang.
How To Become Qualified As A Proofreader
The field of proofreading is not as easy to get into as you might think. In fact, there are many proof reading qualifications that you must possess in order to qualify. While these qualifications change from company to company, the over all concepts are the same throughout. Unless you can prove your worth and be able to do the job, you will not have the proof reading qualifications that are necessary. To get these, you must dedicate yourself to the cause.
Writing Online In Two Syllables or Less
About once a month I fly off somewhere to give a one-day workshop on writing for the web.
42 Deadly Ad Copy Sins That Ive Made
I have read thousands of ad copies online and offline
over my lifetime. I have read excellent ad copies that
made me buy right away and some that may have had
a decent product, but had a poor ad copy that turned
me away.
How To Test The Body Of Your Sales Copy For Weaknesses
Your sales copy is the life source of your business. If your sales copy isn't pulling in a decent conservation rate, then your business is suffering.
10 Tips for Writing Web Copy
One of the most important aspects of a website today is the webcopy - sometimes called the sales letter.
Writing Benefit-Driven Web Copy ? 4 Steps to More Sales
You've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?
Its Not What You Say But How You Say It
Copy is all about words. Or is it?
How To Find Freelance Copywriting Jobs
Your goal is to land a few nice, secure freelance copywriting jobs, but how do you get them? The most important factor in finding these jobs is that you pursue the job you are looking for with all of your ducks in a row, so to speak. Here are a few things you need to do in order to get the freelance copywriting jobs that you have been looking for.
Power Words And Phrases
I like to use power phrases when writing sales material. These power phrases add punch to a line or a paragraph and I usually use them to start off a sentence.
How To Personalize Your Headlines For Increased Profits!
Personalizing your headlines to your target audience can significantly improve your sales response. You can do this by mentioning a person by name, their city, their career field, their job title, or group right in the headline. You will find this has become quite common in email marketing.
Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work
You can turn your $200 fee to write a press release into $2,000 to carry out an entire PR campaign simply by convincing clients to invest in campaigns, instead of individual assignments. Campaigns achieve better results and cost less in the long-term for clients, compared to individual assignments. And, of course, as the freelancer, you get paid much more for turning out a succession of assignments that assimilate a successful campaign.
Hooks, Lines & Sinkers
Hands up if the title to this article made you think that you'd strayed into a fishing feature?
9 Tips for Great Design of Your Marketing Materials
1) Don't just hire a good designer. Hire someone who has had plenty of experience designing business collateral. Your designer needs to ask you the right questions about the project. And he/ she needs to be able to turn the design round reasonably fast too.
Sticky Homepage Copy in 30 Seconds
Yes indeed, that's all you've got, 30 seconds to make your website visitors decide to stick around...The internet has changed how we think about the customer, the product and the competition. I'm going to take you on a journey through these new ideas and show you what has changed and how you now can approach your marketing.
|