SELL -- DON'T TELL!

THE HIDDEN STUMBLING BLOCK THAT

TRIPS UP ALMOST EVERY COPYWRITER

SUMMARY: One way copywriters get off track when crafting a sales message is by getting involved in explanations. The object isn’t to teach. It’s to Sell. The best way to do that is to focus on the promise. Let the prospect know up front what they can expect to get. Here’s how…

One way copywriters get off track when crafting a sales message is by getting involved in explanations. The object isn’t to teach. It’s to Sell. The best way to do that is to focus on the promise. Let the prospect know up front what they can expect to get. Here’s how…

HOW TO BECOME THE RICHEST COPYWRITER ALIVE

I promise that if you follow the guidelines here you can expect the following to happen:

1. Your clients will shower you with higher and higher fees and royalties.

2. You’ll be able to raise your rates to the point where you can make huge amounts of income working only part time, and

3. You’ll be able to move into a newer, bigger home, drive a sleeker, more powerful car, vacation in the most beautiful and exclusive spots on earth where you’ll be invited to join gatherings held by people you really admire. Plus you’ll have so much money you can really help out those in need. In sum, you’ll finally feel really good about yourself.

Sound inviting? Yes. When we read copy that promises to provide something we want, we’re at least a little curious. We want to know more. We keep reading because there’s a reward for doing so. We might just be able to get our heart’s desire. It’s worth a few minutes of our time, busy as we are.

That’s the point. Persuasion requires that we dangle a carrot in front of our prospect first and foremost. It gets attention, builds interest and creates desire. Once you reach that level of emotional involvement, the rest is housekeeping. Prove that you and you alone can deliver the satisfaction they desire and ask for action. You’re done. Sale closed!

HOW TO BECOME A MISERABLE FAILURE AT COPYWRITING

Suppose I had opened with the message below instead of the one above…

I’d like to tell you now about how to write better copy…

What you have to do is to write about what the prospect is interested in. You want to make sure that you’re appealing to their emotional needs. You do that by understanding their hopes and fears. It’s psychology, really, where you probe your prospects for a deeper look at what motivates them. If your copy involves the prospect emotionally you have a sure winner… blah, blah, blah…

Boring… Your prospect is long gone.

The difference is that one approach makes an enticing offer to fulfill your desires – the other just tells you something. Without a reason to read on, you don’t. There’s no payoff you can see.

We’re really not in the education business – not when we write copy. We’re not teachers, we’re persuaders. We’re SALESPEOPLE.

So, save the explanations for articles like this one

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