I confess--I'm a marketing heretic! I've built my career on breaking all therules--and one of the rules I break is that I don't hype.
Do I put the best possible "spin" on the truth? Of course! But I refuse todeceive my readers into action.
What are some of the common copywriter tricks that I *leave on thetable?*
Here are a few to start:
* If you order in the next 24 hours, you get... (face it. If you come backtomorrow, the offer will almost always still hold)
* Get all these bonuses, valued at $999, for FREE with your $100 order(yeah, right! And who set the value of these gifts? And are they for sale,anywhere, on the open market at these prices?)
*Here's the information you requested (a GREAT statement--IF it's true-- but I get five or six a day in my e-box, from companies I've never heardof)
* Hi there, long-lost friend (and you sent it BCC?)
So why don't I like the copywriter's lies? And how do I write copy withoutresorting to these deceits?
Well, first of all, I believe that if I want my words to sell a product, thatproduct should be strong enough to do so without tricking the buyer. Iknow that if I trick someone, I may make a sale--but I've lost a customerfor life! Whereas if I show the merits, back up my claims, and focus onthe way this product solves a problem, eases a hurt or fear, or satisfies aneed, I will build that lifetime relationship.
Oh, and one more thing. I like to look in the mirror and see someonewho is doing good for the world--and I don't think lies and trickery willaccomplish that. I happen to have a gift for writing, and I use that gift tomake the world better. That includes being honest with my self and withmy readers.
Much of the work I do is in the publishing industry. And here, thecompetition is fierce. Roughly 175,000 new books are published in theU.S. each year. Most of them will fail. My job is to help my clients' booksstand out in this dense crowd.
Example: I wrote a press release for a book on electronic privacy issues.Here's my headline and lead. (Another rule I broke--never use theheadline as the lead sentence. It's the only time I've ever done it thatway, but in this case, I think the repetition made the point stronger.Names have been changed to protect the author's privacy.)
It's 10 O'Clock--Do You Know Where Your Credit History Is?
HIBBING, MN: It's 10 O'clock--Do you know where your credit history is?How about your employment records? Your confidential medicalinformation?
How would you feel if you found out this sensitive and should-be-privatematerial is "vacationing" in computer databanks around the world-- accessible to corporate interests who can afford to track down andpurchase it, but not necessarily open to your own inspection.
According to electronic privacy journalist and technology consultantMortimer Gaines, this scenario is all-too-common?
No falsehoods, no hype--but a whole lot more captivating than the usual"New Book on Electronic Privacy Released by Publisher."
Without tricking people, I want to capture interest...move the reader toaction...and still feel good about myself in the morning.
Yes, it can be done! I do it for clients every day, and have done so formore than 20 years.
Shel Horowitz, author of *Principled Profit: Marketing That Puts PeopleFirst,* *Grassroots Marketing: Getting Noticed in a Noisy World,* andfour other books, offers affordable, effective copywriting and strategicmarketing planning to clients on three continents. He is the originator ofthe Ethical Business Pledge Campaign to change the World at http:// www.principledprofits.com/25000influencers.html. His sites at http:// www.frugalmarketing.com and http://www.principledprofits.com offerhundreds of useful articles for entrepreneurs and marketers, includingthe complete back issues of his FREE Monthly Frugal Marketing Tips.Shel will be glad to help you create your next press release, sell sheet,web site, or other marketing material. He can be reached atshel@principledprofits.com, 800-683-WORD. |
