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copywriting :: Internet Marketing :: Copywriting
Keeping It Real: The Only Copywriting Trick That Works
If you're seriously interested in knowing
about marketing,wealth and websites, you need to think beyond the
basics. This informative article takes a closer look at things you need
to know about marketing,wealth and websites. If you don't have accurate
details regarding marketing,wealth and websites, then you might make a
bad choice on the subject.
Much of today's accepted copywriting wisdom comes from old books written for a different, quieter world.
For most of the twentieth century, widely promoting a successful
message was expensive and difficult, requiring control of significant
resources and substantial time commitments. Though the general public
was more trusting and open to suggestion, more effort was required to
reach them. Until the mid-nineties, marketing was generally a money game: whoever could afford the loudest message often sold the most product.
The information age - and the Internet in particular - changed all that.
Today, your competitors aren't the other businesses providing
similar services: they are the millions of voices screaming at the top
of their lungs, desperate for attention. They are the vast seas of
noise - the four billion websites
that are of no interest to your prospects, the commercials that don't
relate to them, the telemarketing calls that still interrupt their
dinner despite new laws. Your competitors are everyone and everything
that pushes the general public into apathy, desensitized by information
overload.
Creative and pushy techniques don't work when a million
other people are doing the same thing. The battle today is not to make
people listen, but to convince them that you are worth listening to.
While authenticity has always been a good strategy, now it is the
entire game.
To write truly effective marketing copy, you must go beyond the buzzwords, slogans and pitches, to get to the secrets that make your business unique and credible:
Challenge your own assumptions about your clients and their
needs. It is easy to fall into the trap of limiting your market with
faulty assumptions. Take a hard look at your current marketing
efforts - who do you think your clients are, and why do you think that?
Gather as much information about your clients as possible and challenge
any beliefs you hold that are not based on solid evidence. Never assume
that common wisdom is actually true - it often isn't.
Question the quality and value of your own services. People do not
buy things; they buy values. Take a fresh look at the value of what you
offer, and what makes that value attractive to prospects and clients.
Question it: explore new areas where your services would be useful, and
new ways that you can improve their relevance. Dig deep to learn what
you are really selling and what it truly means.
Embrace your flaws as well as your strengths. None of us are
perfect, but most attempt to disguise or deny their flaws by
overcompensating in marketing.
Flaws are relative things, and weakness in one area is often the result
of strength in another. Don't disguise your flaws - simply present them
positively. Brainstorm ways to turn your weaknesses to your advantage.
Ask yourself - is your marketing driving you to higher standards, or disguising lower ones? Effective marketing
is never about the status quo; it is either a growth vehicle or a means
of damage control. Which are you doing? Are you promoting yourself
based on valid strengths, or are you trying to cover up apparent
weaknesses? If your marketing does not inspire you to serve your clients better, it won't inspire prospects to become new ones.
In a world of noise and manipulations, your prospects crave
simplicity and integrity. Honestly approaching these issues will result
in a wealth of unique material for your advertising efforts, as well as new insights into your own business.
Retire the tricks and gimmicks - they don't work anymore and
probably never will again. If you want to attract and keep clients, use
the only copywriting trick worth learning: reality.
About The Author
Robert Warren (http://www.rswarren.com) is a professional marketing
copywriter and editorial consultant, specializing in promoting experts
and independent professionals with the power of the written word. His
offices are based in Orlando, Florida.
writer@rswarren.com
I hope that reading the above information was both
enjoyable and educational for you. Your learning process should be
ongoing--the more you understand about any subject, the more you will
be able to share with others.
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