“Are you talking to ME?”. That’s something we never want to hear. Here’s another: “What?”. And a final one (because the best things happen in threes): “You’ve got to be kidding!”.
So that’s a bunch of bad responses to any pitch (pretty much everything we say to each other is a pitch). What about good responses?
“Show me the buy button”, “I’m in”, “Where do I sign?”.
Good copy is written with intent. We’re looking to evoke certain emotions, and from those emotions, we hope to elicit certain responses.
As we’re writing, we’re also watching out for objections (bad responses). Every time we feel one, we know what to write next (an objection handler).
Good copy flows from beginning to end. It’s a conversation between the seller and the buyer. But what marks it out as being good (as opposed to bad) is intent.
This is what I was talking about in Wednesday’s piece this week. Good copywriters have intent (if we decide to include ‘clever copy’ it’s done for a VERY good reason – and has nothing to do with our egos).
I've spent my working life starting and running a whole variety of businesses, from my first QPL Express Couriers where I travelled over 100,000 miles every year delivering packages on a motorcycle (along with a whole bunch of colleagues) to Accountz.com which made a major in-road in the UK, to ProofMEDIA my current business that focuses on Copywriting and the International Copywriters Association, which helps copywriters learn more about copywriting and the copywriting industry around the world.
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