I recently was reminded of a quote from Michel Fortin that I blogged about once before. In one line, he sums up the problem with many of the new copywriters sprouting up on the web:
“The biggest error that most people commit when they write copy is that they try to be clever, trying to ‘WOW’ people with every sentence.” ~ Michel Fortin
EXACTLY. Here’s an example to show his point.
The prospect asks himself…
“How can I retire at 50 on my current income?”
The faux copywriter writes this headline for the prospect…
Attention! You Are About To Discover How You Can Unleash A Flood Of Interest-Generating Cash In To Your Bank Account So You Can Retire Young And Never Worry About Money Again!
The pro copywriter writes this headline for the prospect…
“How To Retire At 50 On Your Current Income.”
Copywriting isn’t about trying to impress the reader, it’s about connecting with the reader. While it’s important to get the prospect excited, it’s just as important to make your ideas as exciting as your words… or maybe more so.
You can always tell the wannabes from the real thing as the wannabes always call attention to their writing and try to impress other copywriters and marketers, instead of talking to the market.
Good post dude!
Thanks Ben, I was guilty when I first started 6 years ago 🙂 Now it’s comedic to see people do it, kind of fun!
Some great food for thought there, Stephen.
Do you have a link to the original article? I’d love to read it (and learn).
Hi Tom, thanks! Yup, here’s a link:
Lol – great example. And so easy to fall into.
As someone who’s not a pro but has to occasionally write copy, it’s easy to look at other sales pages and assume the 5 line headlines are the way to go. Thanks for reminding us they’re not in such a succinct way.
.-= Ian Brodie´s last blog ..Help Me Improve the Get Clients Blog! =-.
Cheers! Thanks for the comment Ian.
So true–the message needs to come first. Clarity before cleverness is what I like to say…
Very well written and to the point post. People respond to well written stuff that gives them what they want and answers the question they have. Most folks hype-meter is on ultra high these days and the example you give makes them run quickly. Write like your writing with just that one person in mind and if they resonate with you you’ve won a friend and customer for a long time.
.-= David Carroll´s last blog ..Internet Marketing Guru Ann Sieg Shows You How A Copywriting Mindset Can Spell Relief =-.