Copywriting Information

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:

* 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.

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 shel@principledprofits.com, 800-683-WORD.


MORE RESOURCES:

HuffPost

5 Reasons SEO Copywriting Makes Your Website Better
HuffPost
SEO copywriting helps you reach that pinnacle. Keywords should logically appear in evergreen content like bios and your “about” page. A regularly updated blog allows you to pepper your site with even more keywords so you can rank for the biggies and ...

and more »


Forbes

12 Common Copywriting Mistakes You Could Be Making
Forbes
Writing high-quality copy that is both valuable for your brand and has what it takes to convert more leads is not as easy as it sounds. Whether you write your content in house or hire an expert copywriter, you still need to ensure the content you put ...
How To Give Your Copywriting A Conversion-Focused Uplift [Examples]Search Engine People (blog)

all 2 news articles »


MarketingProfs.com (subscription)

The Top 4 Threats to Creative Copywriting and How to Overcome Them
MarketingProfs.com (subscription)
Creativity. A trait we often ascribe to Stephen King or Steve Jobs. However, many lesser-known people also possess it—and, in today's world, many jobs require it. Creativity is not for the faint of heart, however. It can be frustrating, mind-bending ...



The sad state of American TV ad copywriting
Digiday
Mark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than yours. Techies, you need to get your AI copywriters up and running, post-haste. No one under ...



Adweek

Copywriting Doesn't Get Any Better Than in This Haunting Nike Print Ad From 1990
Adweek
In a today's world, where almost anything can be an ad, there's still nothing quite like traditional print work to remind you of the fundamentals of great copywriting and art direction. And very few print ads are as impressively crafted as “Madman,” a ...



Adweek

A Clever Copywriting Trick Makes This Ray Donovan Ad One to Remember
Adweek
We're suckers for advertising craft that cleverly embodies the brand message. Here's a great example from Showtime's in-house ad team, which is rolling out a promo today for Ray Donovan that employs a fun copywriting twist to reveal both sides of the ...



13 Copywriting Resources to Grow Your Business
Business 2 Community
You can choose a medium that fits your lifestyle and the way that you learn. Some of those listed below deal with the technical aspects of copywriting, and some deal more with mindset or Internet marketing on a whole. Whether you are in B2B or B2C ...



11 B2C Copywriting Tips To Resonate With Your Audience
Business 2 Community (blog)
Your B2C copywriting probably falls a little flat. It's not an easy thing to do to take your business and your passion, and convey it in a way that resonates with your audience. But that's exactly what you have to do to resonate with your audience ...



The Drum

The old-time copywriting secrets you need to know to write a great sales letter
The Drum
Andy Maslen has been persuading people to think, feel and act differently since 1986, when he first started working as an in-house copywriter. He is managing director and head copywriter at Sunfish, the writing agency he founded with creative director ...



Copywriter - Healthcare
Bizcommunity.com
Are you an experienced, connected digital copywriting professional looking for an opportunity with a vibrant, growing, non-traditional digital agency? Are you a self-starter who thrives on a flexible structure and working from anywhere? a marketing ...


Google News

home | site map
© 2006