Copywriting tips: How to be heard without screaming
First, pay close attention because tomorrow a buddy of mine has asked me to turn you on to a series of videos he’s created about becoming a publisher of information. He’s been in the publishing business for over 20 years and is actually one of Nightingale-Conant’s most prolific authors. So sit tight and wait for tomorrow’s message. And now on with today’s show.
The problem with good copywriting is that the intensity and effectiveness of it is usually based on the intensity and effectiveness of the emotions you’re able to get out of your readers. And in fact, this doesn’t just apply to copywriting, it applies to any kind of writing.
But reality is, you just can’t express nearly as much emotion in print, as you can in person. Even for those people who have a hard time expressing emotion in person, and who prefer communicating in print (which is probably most writers — present company excluded), your passion gets diluted somewhat, by the time it hits your readers.
Which means your enthusiasm is muted twice. Once, in-between the time the thought crosses your mind and the time it hits the paper — simply because of the medium’s limitations, and second, when your prospect is trying to take it all in.
That’s why, if you want to make a meaningful connection, you need to SCREAM to be heard even a little bit. If you want to make your prospect feel empathy in print, you have to create an emotional connection using the same lingering intensity the last goodbye between lovers might have. If you want to make someone smile, you have to darn-near curl their toes.
Selling in print leaves you badly handicapped, without the use of your non-verbal communication aides like vocal inflection, tone of your voice, hand-gesturing, and that “indefinable” quality your print prospects can’t “see” — sincerity, which is most important.
This is why many people, when writing ads, feel the need to make outrageous claims. They foolishly believe this is the way to be heard: “Make MILLIONS!” Or, “Run a marathon within 25 days after you start this new training program.”
But this simply isn’t the way to go. The right thing to do, is to research your marketplace to the point where you understand your client’s burning desires as if you were one of them. You have to share their most annoying and lingering pains as if you too, have lived them.
And then you sell the acquisition of these desires, and the elimination of that pain. Like…
“Get the freedom you want, live as YOU choose,” not “Make MILLIONS!”
See, one is an end benefit, and the other is an unspecific general feature, and an unrealistic one at that. Or…
“Measurable and dramatic progress beyond your current sticking points.” Not, “run a marathon in 25 days.”
When it comes to copywriting, speak to your prospect’s emotions, not to their wallets. Because whether you know it or not, speaking to their heart… really is… the fastest route… to making a sale, anyway.
Now go sell something, Craig Garber
P.S. On pages 308 – 316 in my new book, you get a detailed and step-by-step guidance on exactly how to communicate benefits. You’ll discover what to say… and what NOT to say, and much more. Check it out now and get THREE bonus CDs and THREE bonus DVDs with your order – but hurry this won’t last!
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