Copywriting is based on knowing what makes people tick, and then writing content to increase the chances of readers taking the action you want them to.
This leads some people to ask the question:
Isn’t this a bit manipulative?
And if you think about it, there was your customer, going about her day until bang, she receives an email from you, or notices on Twitter that you have a new service for offer.
She reads your copy, falls in love with your offer and buys.
Now, if she hadn’t seen your content, she may not have taken this action.
I’m not going to lie, copywriting is powerful stuff. You can learn to make your customer fall in love with you by the words that you write. But it’s up to you HOW you use it. (With great copywriting, come great responsibility…)
Can you use it to dupe your customers and convince them to buy something that they don’t want?
Yes, but why on earth would any sane business owner want to do that?
If you want to build a sustainable business that is well marketed and encourages customers to talk and rave about your products, you’re going to only want to use your copywriting skills for good.
It’s one of the reasons proof (copywriting commandment no. 6) is so important in copywriting because consumers have been let down in the past by empty promises.
Why Customers Love Good Copywriting.
If you offer a good service to people who you can help then those people need to know.
There is zero logic in a business being a “best-kept secret.”
The business loses and so do the customers.
The dog owner loves the great deal they got on a new kennel, the online business owner loves discovering and buying an application that makes them more efficient, the banjo-maker loves to receive the latest updates on luthier tools and machines.
The common misconception with copywriting is that it’s about pushing, forcing and coercion.
But it’s not.
It’s not a one way thing. It’s about joining two pieces together.
…and a customer who could fall in love with what you do.
What Copywriting Really Does for Your Business.
Think about your business. Think about what you offer.
Think about your ideal customer.
Is his life better off for having your service? (this should be bold YES. If not, don’t use copywriting, and maybe don’t try to sell anything…)
Picture your customer struggling with their problem, desperately seeking your solution but NOT finding your company.
Does your customer benefit from having to search high and low for you, or even never finding you?
No, of course not.
The faster and more clearly you can communicate who you help and how you help them, the less time you waste of ideal clients looking for you, and non-ideal clients who think you can help them but then call and get disappointed when you can’t.
Get clear in your mind about how your customer’s life is better with you in it, master the 10 rules of copywriting and you’ll find yourself writing effective, persuasive copy that appeals to the right people, with zero traces of manipulation.