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The Real Truth About Copywriting by Mark Gonzales
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The Real Truth About Copywriting |
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Education
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In many of the articles that I have written on the subject of copywriting, I have focused mainly on the technical aspects of how to write good copy. However, there is a "truth" about copywriting that I have yet to touch on and I think it's about time that I did. See, copywriting isn't all about X's and O's and making sure that your bullet points are all neatly in a row. There is more to it than that. So I will be exploring this "real" truth about copywriting so that you understand exactly what your ultimate objective is. Copywriting is salesmanship at its lowest level. Sorry to burst your bubble copywriters, but it is. See, the highest level of sales is face to face. Ever go into a car dealership and meet with a car salesperson? I have. Heck, I used to work at a car dealer. This is as personal and as high a level as you get. There you are, trying to get somebody to shell out thousands of dollars for an automobile. You used to be able to buy a house for what some cars cost today. With sales copy, there is no direct face to face confrontation. There is just a cold sales page staring the prospect in the face. This is really no different than the cold pages of a novel or short story. Some novels are real boring reads. Others...you can't put down. Well, it's the same thing with sales letters. Some are enough to make you fall asleep. Others capture your attention and imagination so much that you can't stop reading. It is because of this that copywriting goes beyond the technical aspects of writing a letter. Sure, you have to know the rules. Without them, you have less of a chance of connecting with your prospect. But I'll tell you what. I'll take a sales letter that appeals to the emotions of the prospect over one that simply follows the rules. My first sales letter from years ago, before I really learned how to write copy, sold like crazy. Why? Because I understood the importance of speaking from the heart and connecting with my prospect. So before you run off and learn a bunch of fancy rules, please try to remember that good copy is more than just rules. It's heart and soul and everything else that you put into it. To YOUR Success buy the essay
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