This week alone, I’ve been contacted to write sales copy for six potential clients. Now, I’ll turn down three of them, simply because I don’t really love the project… and it would be a chore to write for them. =) The other half? Well, I’ve already gotten started. Couldn’t wait.
I’m often asked how / why my copy outperforms others… what my “secret” is… Well, for one, I actually do love to write. Next, there is an equal mix of science, art and persuasion that results in great, sales-generating copy… and I’ve made it my business to learn it, test it, perfect it. But, if I had to boil it down to ONE strategy, it’d be this:
I didn’t try to write a love song for the whole world;
Just a love letter from a boy to a girl.
Those are the lyrics to a song I heard this week in my Zumba class… and they tell you everything you need to know to give YOUR OWN copy a huge boost.
Most people start with a demographic sketch of the market, benefits and features of a product or offering, and then –lol…. — look at other copy in their industry to see what they can “swipe.” Nothing inherently wrong with any of this. But, they’re leaving out the best part: HEART.
You see, with this common strategy, they’re doing the equivalent of “writing a love song for the whole world.” Trying to reach everyone, so they’re connecting with no one. Their copy falls flat. It may read well. It may be perfectly grammatically correct. It may even “flow” in a way that makes them proud. But, sales? Ah well… that’s still lacking. Common problem. This is because what SELLS today is authentic, relational, honest conversation… the equivalent of “writing a love letter from a boy to a girl.”
So, for today, write a letter to ONE specific potential client. Pour your heart into it. Because that’s the #1 secret of writing copy that sells.
Good Luck! xox