I recently was reminded of a quote from Michel Fortin that I blogged about once before. In one line, he sums up the problem with many of the new copywriters sprouting up on the web:
“The biggest error that most people commit when they write copy is that they try to be clever, trying to ‘WOW’ people with every sentence.” ~ Michel Fortin
EXACTLY. Here’s an example to show his point.
The prospect asks himself…
“How can I retire at 50 on my current income?”
The faux copywriter writes this headline for the prospect…
Attention! You Are About To Discover How You Can Unleash A Flood Of Interest-Generating Cash In To Your Bank Account So You Can Retire Young And Never Worry About Money Again!
The pro copywriter writes this headline for the prospect…
“How To Retire At 50 On Your Current Income.”
Copywriting isn’t about trying to impress the reader, it’s about connecting with the reader. While it’s important to get the prospect excited, it’s just as important to make your ideas as exciting as your words… or maybe more so.