Normal sales techniques and tricks don’t always work…
Last night I read an article on a site in which the author made a statement to the effect that without copy writing skills, you cannot succeed online.
Well, that statement gave me a chuckle because it highlights how much bad advice floats around the Internet and how so many people simply re-hash what others say without realizing that it impacts on their integrity.
As outlined in How Important is Your Copy, the success of any campaign is driven by “the right offer to the right people”. Nothing will ever change that!
Now I am NOT a copywriter. Yes, I do write all the copy I place my name on and the copy for web sites I am involved in. I’ve also written training programs and a ton of direct marketing and advertising pieces.
I do my own copy writing simply because I want anything that carries my name to reflect my thoughts and way of doing things.
Whether others view it as “quality copy writing” is not a concern for me. In fact, if anyone comments negatively, I simply jokingly respond with – “well I think in Greek and speak in English, so what do you expect”!
In saying that, I do listen and I do take into account suggestions / opinions and will always change something if someone makes a sound suggestion.
There’s a reason why I do my own copy writing …
Way back in 1994, I did a test campaign into the USA for a major Australian not-for-profit. We did two A/B split tests – each featuring copy written by the not-for-profits copywriter (a lady called Terri Sheahan) against copy written by a group who at that time were touted as the #1 copy writing / consulting firm for the not-for-profit sector in the USA.
Terri’s copy was very simple. The USA-written copy (and designed mail piece) was full of the copy writing tricks which were achieving success in the USA – essentially the same style of words you see every day, the stuff the copy writing manuals all say you have to use.
THE RESULT:- Terri’s copy out-performed the USA-developed piece by a factor of 2.5% on one test and even more on the other – and her pieces produced a profitable outcome whereas the USA-developed pieces did not.
Remember, this was copy for the American market … and a little known independent from Australia blew the best in the USA out of the water.
The big difference was SINCERITY!
Terri had an affinity for this not-for-profit and their supporters and her copy reflected this. The text book tricks used by the USA consultancy simply didn’t stand a chance.
This is just one example of the power of “sincerity” in your copy. I could give you many more.
It’s why I write my own copy … and why you should not be afraid to write your own copy even if you are unfamiliar / not comfortable with all the “proven” copy writing techniques which all the manuals say you need to follow.
It doesn’t matter whether you are writing an article, a sales piece, or copy for your site, just make it personal – and project yourself, your honesty and sincerity. It’s the best way to win.
Finally, don’t get hung up if someone gives you negatives.