Copywriting is my passion, so very now and then I act as a freelance copywriter
I have started and owned a lot of businesses, and Ever since I discovered a handful of words could make a massive difference to whether people buy or not. I was hooked.So I became a copywriting anorak. I buy almost every good book on copywriting I can find, and My shelves are full of lever arch files containingt swipe files – - that is other peoples copy.
Copywriting is where science, art and creativity meet.
You see all these soulless sales letters, with a blaring title, a thousand bullets and benefits, and the authors roundly miss the point.
For sure there are devices in copy such as the embedded instructions, such as “when you buy this” is a kind of imperative that leaves the instruction to buy.
But good copy is far more than that. Good copy as Joe Sugarman notes is a slippery slope. It makes you WANT to read on. To do that generally needs a story. An emotional connection with the reader.
I have to say I prefer soft copy. I love to read what copywriters like Ted Nicholas, Brett Mcfall, and of the later generation Ray Edwards, and of long lost g generations those such as C ollier and Hopkins.
You really DO NOT have to scream to persuade people.
For example, take Ted Nicholas…which headline persuades you more? The “only way left for the little guy to get Rich” – leaves you wondering What can it be? Rather than a more modern take – “7 secrets to starting a corporation” leaves you saying ” so what”
And good copy is built on guiding principle. The Schlitz beer add, that gained ownership of the word “pure” in beer making.
So I love to write copy, and sometimes act as a freelance copywriter. My standard deal applies. You pay a portion or all in advance to prove you are serious. But if you dont like the copy written, I will first attempt to meet aspirations, then after that if you STILL dont like it, I give all the money back!. SI wnat atisfied customers only!