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The Biggest Copywriting Secret of All Time and Also
One of the Biggest Mistakes People Make
There's been a big response
to my "grumpy and frustrated" nudge last week. All of it positive
and taken in the manner it was meant. However, even though I got to
lay around a pool at a resort in Phuket, sipping cocktails and being
molly coddled by copious amounts of staff who it seemed their only
purpose in life was to make you smile, I'm still grumpy.
You just can't please some
people. I'm not grumpy for me, I'm grumpy for you. You see, I took a
bunch of work from clients away with me to critique while bathing in
the sunshine of a tropical island. Got to say it worked for me.
Anyway, I came to this ground breaking conclusion.
If you want to write great
copy, if you want to motivate your clients and prospects,
if you want to print money any time you feel like it by being able
to put words of paper, the number one thing you have got to do is…
HAVE SOMETHING
INTERESTING TO SAY. HOW?
BY DOING RESEARCH!
Let me explain by
giving you an example. If I said to you, I've discovered the secret
to youth, a secret that could roll back the clock for you 10 years,
a secret that would have you jumping out of your skin with new found
energy, a secret that would cure sexual dysfunction, even repairs
damaged cells and some would believe prevents cancer, gives you rosy
red cheeks and it costs peanuts and it starts to work within 15
minutes… would you be interested? Of course you would. Because I've
had something interesting to say. For the record, what I'm speaking
of is…
EWOT
EWOT isn't a
character out of Star Wars, it actually stands for Exercise with
Oxygen Therapy. Some of you may have heard of it, some of you might
like to know more about it, if you want to know more go to
http://www.geocities.com/SoHo/Gallery/6412/EWOT.htm or simply do
a search.
I got interested
when staffy Alison told us about the transformation her mother in
law had when recently she was placed on oxygen because of angina.
Suffice to say, the results amazed her.
Anyway, I'm going
to undertake my own trial. I'll keep you posted. Back to the purpose
of this Nudge, the absolute key to great copywriting is having
something worth saying, and the way to do that is by doing the
research. 90% of what a copywriter does is research (sweat), and 10%
is actual writing. And that's what makes the whole process easy and
effective. And that's why copywriters can charge what they charge
and are worth every cent of it, because
COPYWRITERS AGREE
TO THINK ABOUT THAT WHICH THEY WOULD NEVER THINK ABOUT UNLESS YOU
WERE PAYING THEM MONEY
So the biggest
copywriting secret in history is to…
HAVE SOMETHING INTERESTING
TO SAY
Best regards
Mal
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