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Copywriting Information |
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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 shel@principledprofits.com, 800-683-WORD.
MORE RESOURCES: We Are Pi Launches ‘Just Say It’ Book on Copywriting Little Black Book - LBBonline Copywriting tips that inspire your customers to take action The Business Journals Mid-Level Copywriter - South Africa - Cape Town Bizcommunity.com How to Build a Copywriting Portfolio With No Experience MUO - MakeUseOf Either the first long copy ad written by AI or a blatant copywriting ... Campaign Brief Asia ChatGPT: Writing on the wall for copywriters? Exchange4Media Lead Copywriter job with The Fold | 233165 The Business of Fashion Senior Copywriter - South Africa - Johannesburg Bizcommunity.com Junior ATL Copywriter - South Africa - Cape Town Bizcommunity.com Aurora Mobile Integrates ChatGPT into JPush to Launch AI Creation ... InvestorsObserver York copywriter Helen Reynolds 'incredibly chuffed' with FSB award ... The Yorkshire Post From Copywriter to Coach, and Beyond Pace News Local Copywriter as Literary Canon Fodder Santa Barbara Independent Press Release Jet Introduces Bundled Plans for Standard and ... Digital Journal Creative Group Head Copywriter - South Africa - Cape Town Bizcommunity.com Copywriter IamExpat in the Netherlands Sendiio 3.0 Joshua Zamora 2023: AI Copywriting & Marketing ... Digital Journal 5 Freelance Writers Share How They Made up to 6 Figures Business Insider Live reaction: Can ChatGPT write your B2B copy? B2B Marketing Online Content Team Leader - South Africa - Johannesburg Bizcommunity.com Copywriter - Scotland - Up to £40,000 Cosmetics Business What could ChatGPT mean for copywriters? Marketing Brew How do Copywriting Tweaks Make or Break the Social App Social News XYZ The 5 Best Ways To Outrank Your Competitors In 2023 With AI Search Engine Journal From Ukraine to Canada: Sergii Shevtsov’s Story Little Black Book - LBBonline Should You Hire a Copywriter? Architectural Digest The rise of AI: Searches for Chat GPT jump 2633% since December Business Leader How I Turned My Copywriting Side Hustle Into a $974,000 Business Business Insider Anyword Launches Free Social Media Copywriting Tool GlobeNewswire Account Executive Pedestrian TV Copywriting's Turn to Radical Brevity Muse by Clio 9 Amazon Copywriting Tips For Higher-Converting Titles & Bullets Search Engine Journal The Drum Roses Awards Return The Drum 4 SEO Copywriting Tips For Sharper, More Effective Copy Search Engine Journal How to Improve Your Digital Copywriting Entrepreneur AI content generation features released from Metatron App Developer Magazine Confessions of a copywriter on creativity, returning to the office and ‘butts in seats mentality’ Digiday How Word Tonic Is Fostering Community Among Gen-Z Copywriters Little Black Book - LBBonline Broad Radio launches podcast and livestream business Radio Today (Aust & NZ) How to Make up to $13K a Month Freelance Copywriting on Fiverr Business Insider Ecommerce Copywriter on Tactics, Tools, More Practical Ecommerce A False Idol TheJambar.com Developing your brand’s audio content strategy in 2023 Global Banking And Finance Review The Intern Case of Ad Copywriter Bodhisatwa Dasgupta StartuptoEnterprise Using AI Copywriting Tools for SEO - Yay or Nay? Browser Media |
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