Copywriting on the Fly

Copywriting Weapon: Don’t Forget to Be Real

October 5th, 2007 Dina at Wordfeeder.com

I want to tell you about the most important strategy behind copywriting that sells. It’s a slightly different technique than the other copywriting weapons I’ve described thus far.

Your goal, as a means of driving business, is to work hard at getting your customers to like you. The best way to achieve that is… surprise… be genuine in your interpersonal communication, and BE YOURSELF.

(Notice I said in your personal communication. It’s not the same as an ad or website or brochure.)

I’ve laid out some downright conniving methods throughout this series - but now I want you to know that these tactics only work best when you’re addressing THE PUBLIC.

People intuitively understand that a web page, sales letter, article, or brochure is not addressing them PERSONALLY. Thus, they can forgive all the things copywriters say to butter them up. They can look past all the advertising-speak. The marketing world embraces a canned language all its own, that we’ve all grown to recognize and accept. You KNOW when something is an ad, and when it’s an informative article.

So now I’ll tell you what your customers WON’T stand for. They won’t tolerate being snowed with sales schmooze by so-called “friends” in their own email boxes. It’s simply not right to take the sneakiest copywriting tricks in the book and then try to use them on people who you’re communicating one-on-one with. These folks are supposed to be your allies, remember. The customer is always right. He is to be revered and respected when the two of you are alone together.

So when you have the opportunity to be “face to face” with your customers - say, in networking forums or one-to-one in private communication…

Please don’t forget to be real.

Be yourself. Be honest. Be authentic. Be a human.

There are places where you’re allowed and even encouraged to be yourself in your copy.

    Be yourself in many of your blog posts.
    Be yourself in many of your ezine mailings (except the parts where you’re advertising).
    Be yourself on public forums.
    Be yourself when you talk privately with your fans, clients and colleagues.
    Be yourself when you teach your students - for example, in a lesson like the one you’re reading now.

Reach out and touch your unique readers one by one, in a positive way… and don’t just do it once, but many, many times. Because just like real relationships in your life, it takes many encounters and exchanges before your customers learn to like you and want to buy from you.

(And if you’re REALLY cool - some of your customers may even grow to *love* you! ;))

Simply being “on the level”– a comrade, helper, teacher and commiserator to your customers and colleagues actually goes a long, long way toward building trust-based loyalty and future buyers of your products and services.

It goes farther than any snake-oil strategy like the ones I outlined in this copywriting blog.

You asked me how to write copy that sells, and I told you the answer, to the best of my knowledge.

I hope that you’re able to use it to a positive end for your own business.

Dina at Wordfeeder.com Copywriting and Marketing

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Posted in Copywriting Techniques, Copywriting Weapon, Dangerous Truth, Persuasive Copywriting, Wordfeeder Copywriting |

2 Responses to “Copywriting Weapon: Don’t Forget to Be Real”

  1. Bea Kunz Says:
    December 5th, 2007 at 11:20 am

    Good Morning Dina,

    I’m so glad that we have connected, I met you briefly last year, I was impressed then and even more-so this time around.

    Amen on being real, wonderful advice.

    I’m learning from you and from your offerings.

    Thank you and have a beautiful holiday season!

    Bea Kunz

  2. dina Says:
    February 22nd, 2008 at 2:59 pm

    Thanks, Bea! I appreciate your coming by to visit and leaving your warm imprint behind. Always a pleasure to chat with you. In fact - you’re one person who definitely comes across as genuine to your customers. That’s so important.

    Dina