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?
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.
Selling Your Words
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.