One of the greatest aspects of copywriting is that many times you don’t need to actually sell your words in dollars and cents, but rather in opinions and ideas. Just because your writing sells doesn’t mean it needs to sell a product. The best copy sells an idea, an opinion–not a product. Unfortunately while copy strives to sell itself, often it ends up lackluster and dull. The words turn out describing the idea, not selling the idea. What’s the difference between selling the idea and describing it? Passion.
Words that sell best are written by those who truely believe in what they’re selling. Next time you sit down to pound out some copy, think about what you’re selling. Do you really think this widget is going to help the customer? I mean, would you use it? If you don’t believe in what you’re selling, your words are guarenteed to gather into an uninspiring weak mass of copy. Believe in your product.
Take the initiative. Research the widgets you’re writing about. Think about how you’d like to use the widget. Why do you believe in it? What makes it special? Once you find the reason you believe in your cause, run with it. Let the copy write itself; don’t struggle trying to match up the features and the benefits–just write. Let opinions bleed onto the page. You can clean up the mess later–for now get that passion down on the page.
You’ll hear me refer back to selling your words over and over again, because that’s what copy is all about. Let this serve as a reminder that you can’t truely sell something unless you believe in it.
Very true! Being a copywriter myself, based in Gujarat, India, have experienced this more than often. If you are not comfortable with the product, it gets reflected in your copy, however you try to avoid it.
By the way, thanks for the blog. It is a great relief from the ‘how to write powerfull copy’ types of junk.
Yes! You must be passionate about the subject. It’s like smiling when you’re talking on the phone, and the other person can “hear” your smile.
But the funny thing is, too many copywriters have an arrogance about their words and don’t test them. I use Glyphius, a software product created by James Brausch, and I’m always amazed at what I end up with compared to where I started.
Some of my copywriting buddies think I’m nuts for using a tool like this. But I believe they’re tied up in their own arrogance, i.e. “how can a piece of software be better than MY creativity and intelligence?” I think a database of 140,000 ads and pieces of copy, both winning and losing ones, is the ultimate swipe file!
I have to say Glyphius seems like a very popular piece of software, and quite rightly so! It’s amazing. I use it all of the time to improve my copy and make it more profitable! I would recommend it to anyone!
Glyphius? That’s a product of James Brausch correct? If so, then I know its great. I am currently a student of his program Freedom Business System. I have learned not only how to develop a business system that is sufficient for my business but also how to maintain my business and have freedom.
That sounds promising for me, as I am a webdeveloper that really believes in my work but has not very much experience in copywriting.
Agree that it is of course your words which ultimately sell the product. If you can connect with your audience and make them believe that what you have to offer them is going to make a difference, they are going to be more inclined to remain interested throughout the article and buy the product. You have to be comfortable with the product to be able to write effectively about it.