Yesterday I told you about hype copy, and what a filthy beast it is.
But hype copy (or aggressive marketing strategies in general) have a dark side beyond a lack of ethics.
See, if you sell based on hype and scare-tactics, you attract the wrong kind of customers.
When you use hype you prey on the weak.
That’s dirty, but it also means that you’ll get buyers who buy only because they are scared.
After all, hype is a mix of overblown claims (eww) and frantically pushing pinpoints (scaring people).
If you generate a sale with that, you may have closed, but you’ll also have a problem.
Every now and then I get asked to write hard-hitting, high-persuasion copy.
And then they say: “Kind of similar to this one”.
When I click the provided link, I see a page that sells based only on hype.
Headlines that shout at me, overblown claims, hyperbole in every paragraph.
No hype copy here. I’m just not that kind of girl.
See, there is nothing wrong with being persuasive.
Not if you really solve a problem.
I need your help, but not for myself. This isn’t for my benefit.
I’m asking you to do someone a favour, because I’m pretty sure you know people who could use a leg-up.
Like my buddy Adam, who’s working hard to build a cleaning company with his wife Eve.
So, without him asking for it, I decided to write bit of testimonial for him.
Have you seen this friend in your neighbourhood?
Of course you have. You also know people who can use some help.
Saw a great example just now of some of the worst, most ineffective and piss-off marketing you can imagine.
And another example of doing marketing very right, which makes a great illustration of why I write these daily emails.
We get a lot of peddlers here in the South of Spain.
The beaches are swarming with young guys from Africa, selling trinkets and tribal statuettes from their home country.
I’m proud of my work, but I’m not precious about it.
I’m happy to work with client feedback.
The interchange is often very useful – it helps me create better copy.
It’s a little bit more delicate when a client starts to edit the copy on their own, but I’m not against it.
When a project is finished, and we’ve signed off on the copy, the best thing is to leave it good and well alone.
Again: not because I’m precious about my copy or because it would hurt my professional pride.
No, it’s because edits after the fact can render a good page completely ineffective.
Even very small tweaks, the kind you think won’t make that much of a difference.
They do make a difference.
Big difference too.
Can kill your copy right dead.
Most copywriters are more than happy to write a page for you and get paid for it.
Problem is, a page of copy is only part of the equation. There’s a lot that goes into the mix: SEO, strategy, funnels, traffic, followup, offer and price – that sort of thing.
That’s why I think – arrogantly, perhaps – that I’m not a bad choice if you want to grow your business, because I happen to be kind of good at that stuff.
As evidenced by the following testimonial that I received yesterday:
Lots of people – a scary amount, in fact – start looking for a copywriter when everything else is ready.
New site design is pretty much done, adword campaign ready to launch, product ready to sell – oh yeah, we still need some copy.
When requests like that reach me, I usually flat-out turn them down.
Not because I’m haughty, but because it shows a fundamental flaw in thinking on the part of those people.
Think about it: The copywriter is the guy in your marketing mix who knows best who your clients are.
He’s the guy who will get so dang familiar with your demographic that he’ll practically be your customer.
Your copywriter will research your market so profoundly, he’ll end up knowing more about your buyers than you do.
So ask yourself: If you want to sell lots and have a healthy business, wouldn’t you want that guy to be with you every step of the way, right from the start?
I read a fascinating article last year, just found back the link.
Here’s the deal: Have you ever wondered why sometimes an object like a sofa or a cupboard seems impossible to move?
When you clearly remember that last year when you put it there, you were perfectly able to shift the object without much trouble?
Things don’t get heavier by themselves, in this universe, so what’s the deal?
How come a piano that last year you could pull away from the wall, now seems glued to the floor?
In a way, because it is glued to the floor.
Science says so.
It’s common knowledge in the world of marketing and sales that the last guy who needs to worry about his job is…
… the salesman.
The theory goes that there will always be a need for people who can sell something for others.
Makes sense, too.
And, it’s true.
Salespeople generally continue to do well, regardless of what an economy or an industry is doing.
For me, that’s good news: I’m a copywriter, which is just another word for ‘written-word salesman’.
But if you’re not ‘in sales’ – if you’re a coder, designer, artist, artisan, novelist or anything other than sales person – what do you do when sales are low?
and discover how to sell the way nice people do
You’ll also receive a short daily email on ethical selling and business growth.