Bright Ideas # 37 – Good Copy, Bad Copy
 

What is the difference between good copywriting and bad copywriting?

Good copywriting brings in business.

Bad copywriting just costs you time and money.

In case you don’t already know, copywriting (or copy, for short) is the written words in any advertising or marketing piece you use to promote your business.

It is completely different from any other type of writing out there. And it has its own set of rules and guidelines that are nothing like what we all learned writing essays and papers in school.

Because although copywriting might be designed to inform or educate, its number one job is to sell!

Of course these days, that job has gotten way more difficult. In fact, it is estimated that Americans see more than 3,000 commercial messages a day.

Which means you are competing against at least 2,999 other messages just to get yours noticed.

So, if you think you can just write about what you do and get swarms of new clients, you are in for major disappointment.

After all, most people are beyond busy. And chances are, they are not sitting around thinking, “Gosh, I really want to read so-and-so’s marketing materials right now. That sounds like fun!”

In fact, the only reason most people are going to read your marketing is if they think you have something they want or need.

This means your copywriting has to show how you can help them achieve their goals, fix their problems, or fill a need. And that’s just to get them interested.

If you also make your copywriting easy—and dare I say enjoyable—to read, then you have a fighting chance of convincing them to buy from you. Because they might actually read what you have to say.

Now, if people read your marketing and believe that you are legitimate and trustworthy. That you truly have something that is new, different or better to offer. And that you understand them and have their needs in mind.

Well, that is the best kind of copywriting of all.

Because it’s the kind of writing that creates sales. And often, it creates customers for life.

Here’s another way to look at it…

Imagine having a conversation with a potential client at a dinner party. How do you want to come across?

+ Do you want to be the person who has so little to say it’s impossible to find out anything interesting, unique or enticing about you?

+ How about the horrifically boring person who drones on and on, in painful detail, about whatever it is that interests them?

+ Or the annoyingly self-centered person who talks only about themselves, what they do, and how great they are—all night long?

Of course not.

You want to be the sharp, engaging, knowledgeable person who isn’t intimidating.

You know…the one who asks questions, gets to know others, and tells interesting or inspiring stories. The person everyone wants to meet, who’s opinion is always valued and trusted.

And if you have a sense of humor, or a certain way of connecting with folks and putting them at ease, even better...Right?

Well, the same is true when you are selling on paper. Because people don’t buy from businesses, they buy from people. In particular they buy from people they know, trust and like.

Yet most folks write copy that sounds exactly like someone you would hate to sit next to at a dinner party. Or like the essay or term paper they wrote in college.

Then they wonder why their marketing materials aren’t working.

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So the next time you get ready to write, try this simple exercise…
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Pretend you are having a conversation with one person (because in the end, there’s just one person at a time reading your copy). And speak to them in a way that makes them feel comfortable.

Even more importantly, create a conversation that is of interest them. This means you have to talk more about them and what they care about, than about you and your business.

Because good copywriting is not about what you do, it’s about what you can do for your client.

No matter what, don’t get discouraged if your first few efforts get no response. Just like anything else, learning to write good copy takes time, study and practice.

Also, keep in mind that many marketers call a 2-3% response rate a huge success. And even top copywriters regularly create multi-million dollar campaigns that fail miserably.

But if you are willing to put in the time and effort, you can learn to write good copy. And once you do, you’ll be blessed with an endless stream of quality new clients.

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For more info on writing better copy, go to www.writeideas.net/UsefulInfo.htm and read some of my other articles on the subject.

And be on the lookout for announcements about my upcoming copywriting classes, and new copy critique and coaching services coming this fall!
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Do you have a marketing, advertising or writing question you’d like to have answered? Email me and you might see the answer in a future edition of Bright Ideas.
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