Can Honest Copywriting Succeed?
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:
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.)
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.
Shel Horowitz, author of *Principled Profit: Marketing That Puts People First,* *Grassroots Marketing: Getting Noticed in a Noisy World,* and four other books, offers affordable, effective copywriting and strategic marketing planning to clients on three continents. He is the originator of the 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 offer hundreds of useful articles for entrepreneurs and marketers, including the 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 at email@example.com, 800-683-WORD.
The Top 10 Copywriters Doing Things Differently GlobeNewswire
How to Become a Copywriter | SNHU Southern New Hampshire University
Copywriter- Part Time job with St. John | 148388 The Business of Fashion
Senior Copywriter/Creative Strategist - Cameo Built In Chicago
3 Fatal Mistakes Brands Make When Hiring SEO Copywriters Business 2 Community
5 Best Copywriters in New York 🥇 Kev's Best
Product Copywriter - Jellyvision Built In Chicago
Copywriter's Debut Emerges as Big Book at Frankfurt Publishers Weekly
The RMBC Method Review- A Simple Four-Step Method For Copywriters? Powdersvillepost.com
Corporate Copywriter job, Centurion or Cape Town Bizcommunity.com
Junior content producer / copywriter (content agency) | Media jobs Journalism.co.uk
Japanese Copywriter The Beijinger
AI-Driven Copywriting Fuels eBay's Email Success Total Retail
Digital Copywriter Pedestrian TV
Survey: Digital Marketing, Social Media Remain Top Tactics Among Marketers KoMarketing Associates
Copywriter job, Cape Town Bizcommunity.com
Senior Copywriter job, Port Elizabeth, South End Bizcommunity.com
ATL Copywriter job, Cape Town Bizcommunity.com
Why Sales Copywriting Is Crucial for Your Business Entrepreneur
Copywriter/Social Media Manager job, Cape Town, Gardens Bizcommunity.com
Susan Haas, lecturer at Penn, who researched Radio Free Europe during the Cold War, dies at 63 - The Philadelphia Inquirer
Susan Haas, lecturer at Penn, who researched Radio Free Europe during the Cold War, dies at 63 The Philadelphia Inquirer
Social Media Manager job, Johannesburg Bizcommunity.com
Copywriting is a silly job The Drum
What is copywriting? Everything you need to know Android Authority
Pinnacle tops earnings, revenue forecasts in Q3 - Memphis Local, Sports, Business & Food News - The Daily Memphian
Pinnacle tops earnings, revenue forecasts in Q3 - Memphis Local, Sports, Business & Food News The Daily Memphian
E-Commerce Copywriter job, Cape Town Bizcommunity.com
Changing needs bring new opportunities for marketing communications industry - AAA School of Advertising - Bizcommunity.com
Changing needs bring new opportunities for marketing communications industry - AAA School of Advertising Bizcommunity.com
Why copywriting is more important than you think Creative Bloq
'Below Deck Med': Hannah Ferrier's 'I Need Valium' Mug Ends up Being a Reunion Winner - Showbiz Cheat Sheet
'Below Deck Med': Hannah Ferrier's 'I Need Valium' Mug Ends up Being a Reunion Winner Showbiz Cheat Sheet
Copywriter Job Description: Salary, Skills and More Big Easy Magazine
5 Tried-and-True Formulas to Take Your Copywriting to the Next Level Business 2 Community
The Herd: New hires, promotions and departures for 10.20.20 RichmondBizSense
5 Ways to Stand Out in a Sea of Copywriters Business 2 Community
Digital Animator job, Johannesburg Bizcommunity.com
Copywriting 101: Basics for Beginners Customer Think
Pro Creative Writers Offers Quality Content Writing Services Yahoo India News
How You Can Increase Your Brand Value Online Student Assembly of the State University of New York
SEO Copywriting Tips That Keep People On Your Page Telemedia Online
Is Copywriting Your Thing? Here Are 5 Tips By Justin Goff On Hitting The 6-Figure Mark & Beyond - Net Newsledger
Is Copywriting Your Thing? Here Are 5 Tips By Justin Goff On Hitting The 6-Figure Mark & Beyond Net Newsledger
Do You Need a Copywriter or Content Writer for Your Business? Atlanta Small Business Network
Swordfish AI Named the Ultimate Contact Finder - Press Release Digital Journal
Hughes selected to lead Allen County Fair LimaOhio.com
CREATIVE DIRECTOR - Caterpillar Built In Chicago
AUTHOR BUKKY AGBOOLA receives national recognition through the NEW YORK CITY BIG BOOK AWARD®! - PRNewswire
AUTHOR BUKKY AGBOOLA receives national recognition through the NEW YORK CITY BIG BOOK AWARD®! PRNewswire
Brand Marketing Manager Charlotte Agenda
Taboola Launches The Taboola Creative Shop MarTech Series
Notorious B.I.G. rapped about his love for Pepsi 23 years ago—now the brand is using it in an ad - AdAge.com
Notorious B.I.G. rapped about his love for Pepsi 23 years ago—now the brand is using it in an ad AdAge.com
What Skills Do You Need to Become a Digital Copywriter? Coast Digital
New Children's Book by Alum Elena Marcus Is Published SF State News
6 Principles of Copywriting that Will Make Readers Love You Business 2 Community
Copywriter, Digital-Contractor — BigCommerce Built In Austin
How Easy Is It to Start a Copywriting Career? News & Features
This $11 Virtual Copywriting Course Is an Easy Way for Entrepreneurs to Create Great Content Without Spending a Fortune - Entrepreneur
This $11 Virtual Copywriting Course Is an Easy Way for Entrepreneurs to Create Great Content Without Spending a Fortune Entrepreneur
Copywriting - closerlook, inc. Built In Chicago
The Best Work You May Never See: Curious Lad Asks Telling Question Of Parents In Intermarche Spot From Paris Agency Romance - SHOOT Online
The Best Work You May Never See: Curious Lad Asks Telling Question Of Parents In Intermarche Spot From Paris Agency Romance SHOOT Online
Marketing Copywriter Charlotte Agenda
B2B copywriting: Is “human” the best we can do? B2B Marketing Online
What does a copywriter do & how do you become one? The Next Web
What is SEO Copywriting (and Why it's Important in Ranking Well on Search Engines)? - Business 2 Community
What is SEO Copywriting (and Why it's Important in Ranking Well on Search Engines)? Business 2 Community
3 Copywriting Tips To Grow Your Business Online Influencive
SEO Content Writing vs. SEO Copywriting: Is There a Difference? Search Engine Journal
Why copywriting still matters Creative Review
Website Copywriting & Digital Content Writing Services Coast Digital
How to Write Convincing Sales Landing Pages Even if You're Not a Copywriter Business 2 Community
7 Steps to Becoming a Professional Copywriter Entrepreneur
Real Estate Professionals Need You to Write for Them!
Ask yourself these questions:Are you an experienced writer?Do you want to stay at home to write?Do you want to work for yourself?Do you learn new things quickly?Are you interested in a broad number of subjects?Do you feel like you're being pigeonholed with your current writing and you want to branch out?Do you have a flair for marketing?If you answered "yes" to any of these questions - or even better - several, you may have found a new career!It's more important than ever for real estate professionals to market themselves legally considering the laws regarding email and telephone sales seem to change daily - depending on which court is hearing the case. Many experts speculate though that eventually some sort of anti-telemarketing law will be enforced and while it's much more difficult to regulate email, it's still being made more and more difficult to use this form of marketing and sales.
Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines
Headlines attract attention. Headlines generate interest.
Cause and Effect
"Shallow men believe in luck. Strong men believe in cause and effect.
5 Deadly Copywriting Mistakes That Kill Sales
Chances are that you are making many, if not all, of these 5 copywriting mistakes. I call them "deadly" because theyre killing your sales and your profits.
Magic Words That Sell and What Words to Avoid
We all know words are powerful. Whether written or spoken, according to advertising legend David Ogilvy, some of the most persuasive words to use in marketing are:Now Announcing Introducing Revolutionary Offer Quick Easy Compare HurryTry to incorporate these powerful words into your brochures, web content, and however else you communicate with customers.
Are Long Copy Salesletters Scams?
A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so.
7 Big Ticket Copywriting Secrets I Learned from Ted Nicholas
I recently sponsored and attended Joel Christopher and Ted Nicholas's Double Birthday Bash and Interactive Marketing Summit in beautiful San Antonio, Texas. There was a fantastic lineup of speakers including John Assaraf, Joe Vitale, Brad Fallon, George McKenzie, Shawn Casey, Alan Bechtold, Tom "Big Al" Schreiter, Brian Keith Voiles, Rosalind Gardner, and Sydney Johnson.
Boost Your Conversion Rate In Three Steps
When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers.
Your Article Headlines will Make or Break Your Business
Most people with an online presence will have to regularly deal with the issue of coming up with an appropriate headline. The problem is that most people do not take it seriously enough.
The Secret to Web Copywriting Gurudom
Have you seen those copywriting gurus, working it on the web? How'd they get so darned famous? How can YOU get what THEY have? Here are some creative ideas for you to kick around and use in your copywriting escapades.1.
Copywriter Trick Unveiled: How to Write Better Copy Faster
"Talent alone cannot make a writer. There must be a man behind the book.
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here: http://www.
A Quick Free n Easy Content Writing Course
I do not pretend that a one-stop shop solution to content writing exists, but my experience has taught me, that working toward a 100% effective writing formula isn't a complete waste of time.At my firm (a content writing business), we find it particularly useful to go through a number of steps before we put pen to paper.
Three Tips For Magnetizing Your Copy
The difference between good copy and great copy is the number of actions it generates. The more actions the copy drives, the greater the copy is.
The Write Way To Grow Your Business
Hone your writing skills to project a more professional business image.The sales letter you can't put down?the advertising copy that makes you want the product?the resume that prompts you to call the job candidate this second?All these are examples of exceptional business writing.
Five Tips for Writing Eyeball-Grabbing Headlines
If you made it this far, the headline for this story has caught your attention. Hot headlines are a hit with readers because they stick out, grab attention and urge them to read the rest of the story.
Ad Copy - Your 12 Point Inspection!
You're ready to launch that new product or promotion, & you're really counting on a piece of advertising copy to come through for you.You're looking for stellar results! And, you're determined to do everything in your power to get them.
Bullshit Avoid the use of the word Bullshit
It is important in this new paradigm of political correctness to tone down the language a bit. In this present period if you use such words like Bullshit, even when you are describing something that definitely is complete and total BS; it makes you look just as bad as what ever you are describing.
Online Promotion Beats Traditional Ten-One
While traditional marketing can work for the book author or publisher, the return is dim for the huge effort it takes. You must promote 90% of the time to even get a milligram of attention.
Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content
If you have done your homework then you are ready to organize and develop what will be your online content. Your content is very important as it will be used for promoting you, your work, and your website.
|home | site map|