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If you find yourself with the dreaded job of copywriting for your business or company, I feel your pain. And so does Jeff Sexton, master Persuasion Architect for Future Now. Today’s Grok features the first of a six-article series on effective copywriting, and it will knock your socks off. Jeff doesn’t just theorize about good copywriting, he shows you how to do it.
As Jeff says:
"The real question, then, isn’t whether you’re going to speak to
the emotions; it’s a question of ‘what’ versus ‘how.’ Are you going to
change what your readers know about the topic (and thereby change how
they feel about it), or are you going to change how they feel about
what they already know?Choosing to change "what" is an intellectual perspective. Choosing to change "how" is an emotional perspective."
This is powerful stuff. Be sure to check it out, then apply it to your own writing – you’ll be amazed at the improvement.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Jeff’s comments about the “what” versus “how” of writing are right on the mark. While business is ruled by logic and rationality, the key to the consumers heart and mind is through the emotions.
Effective writing addresses both, but leans heavily on the “human” side. If advertisers and copywriters can find a way to write a good story, then consumers will be engaged with the brand and feel some sort of connection with it. As David N. Martin says in his book “Romancing the Brand”…”Great advertising is a storyteller, a romantic voice, an emotional persuader. It must have style and intrigue as it shines a bright light on the product, its advantages and value point…It must persuade in a way that romances and lures the customer unsuspecting into the brand’s sticky web.”
Copywriting School
Michelle Miller at WonderBranding points us to a terrific (so far) series on effective copy writing from the geniuses—Jeff Sexton in particular—at FutureNow. I’ve had the opportunity to work with the FutureNow team. They know what they’re talking about…