Can Honest Copywriting Succeed?
Can Honest Copywriting Succeed?
Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action.
What are some of the common copywriter tricks that I *leave on the table?*
Here are a few to start:
* If you order in the next 24 hours, you get... (face it. If you come back
tomorrow, 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 heard
of)
* 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 without resorting to these deceits?
Well, first of all, I believe that if I want my words to sell a product, that product should be strong enough to do so without tricking the buyer. I know that if I trick someone, I may make a sale--but I've lost a customer for life! Whereas if I show the merits, back up my claims, and focus on the way this product solves a problem, eases a hurt or fear, or satisfies a need, I will build that lifetime relationship.
Oh, and one more thing. I like to look in the mirror and see someone who is doing good for the world--and I don't think lies and trickery will accomplish that. I happen to have a gift for writing, and I use that gift to make the world better. That includes being honest with my self and with my readers.
Much of the work I do is in the publishing industry. And here, the competition is fierce. Roughly 175,000 new books are published in the U.S. each year. Most of them will fail. My job is to help my clients' books stand 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 the headline as the lead sentence. It's the only time I've ever done it that way, 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 medical information?
How would you feel if you found out this sensitive and should-be-private material is "vacationing" in computer databanks around the world--accessible to corporate interests who can afford to track down and purchase it, but not necessarily open to your own inspection.
According to electronic privacy journalist and technology consultant Mortimer 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 to action...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 for more than 20 years.
Can Honest Copywriting Succeed - To learn more about this author, visit Shel Horowitz's Website.
Like this article? Share it with your friends
I confess--I'm a marketing heretic! I've built my career on breaking all the rules--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 to deceive my readers into action.
What are some of the common copywriter tricks that I *leave on the table?*
Here are a few to start:
* If you order in the next 24 hours, you get... (face it. If you come back
tomorrow, 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 heard
of)
* 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 without resorting to these deceits?
Well, first of all, I believe that if I want my words to sell a product, that product should be strong enough to do so without tricking the buyer. I know that if I trick someone, I may make a sale--but I've lost a customer for life! Whereas if I show the merits, back up my claims, and focus on the way this product solves a problem, eases a hurt or fear, or satisfies a need, I will build that lifetime relationship.
Oh, and one more thing. I like to look in the mirror and see someone who is doing good for the world--and I don't think lies and trickery will accomplish that. I happen to have a gift for writing, and I use that gift to make the world better. That includes being honest with my self and with my readers.
Much of the work I do is in the publishing industry. And here, the competition is fierce. Roughly 175,000 new books are published in the U.S. each year. Most of them will fail. My job is to help my clients' books stand 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 the headline as the lead sentence. It's the only time I've ever done it that way, 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 medical information?
How would you feel if you found out this sensitive and should-be-private material is "vacationing" in computer databanks around the world--accessible to corporate interests who can afford to track down and purchase it, but not necessarily open to your own inspection.
According to electronic privacy journalist and technology consultant Mortimer 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 to action...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 for more than 20 years.
Can Honest Copywriting Succeed - To learn more about this author, visit Shel Horowitz's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
|
To learn more about the Evan Elite Author Program please contact us. |
 | |
|  |
Subscribe to Shel's articles
 |
|
Principled Profit: The Good Business Blog - A blog about business ethics from Shel Horowitz, expert on business ethics as a success driver. This blog covers the intersections of ethics, politics, media, marketing, and sustainability.
|
|
 |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 How Search Engines Work TeleSeminar Etiquette Maslow For Entrepreneurs EQ SUCCESS STORIES Tax Splitting Example |
|
 | ||
 |
Top 50 Diversion Blogs
Top Diversion Blogs of 2009 | |
 |
Top 50 SEO Posts - 2008
Top SEO Posts of the Year | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
