There’s been a big response to my “grumpy and frustrated” nudge last week. All of it positive and taken in the manner it was meant. However, even though I got to lay around a pool at a resort in Phuket, sipping cocktails and being molly coddled by copious amounts of staff who it seemed their only purpose in life was to make you smile, I’m still grumpy.
You just can’t please some people. I’m not grumpy for me, I’m grumpy for you. You see, I took a bunch of work from clients away with me to critique while bathing in the sunshine of a tropical island. Got to say it worked for me. Anyway, I came to this ground breaking conclusion.
If you want to write great copy, if you want to motivate your clients and prospects, if you want to print money any time you feel like it by being able to put words of paper, the number one thing you have got to do is…
HAVE SOMETHING INTERESTING TO SAY. HOW?
BY DOING RESEARCH!
Let me explain by giving you an example. If I said to you, I’ve discovered the secret to youth, a secret that could roll back the clock for you 10 years, a secret that would have you jumping out of your skin with new found energy, a secret that would cure sexual dysfunction, even repairs damaged cells and some would believe prevents cancer, gives you rosy red cheeks and it costs peanuts and it starts to work within 15 minutes… would you be interested? Of course you would. Because I’ve had something interesting to say. For the record, what I’m speaking of is…
EWOT isn’t a character out of Star Wars, it actually stands for Exercise with Oxygen Therapy. Some of you may have heard of it, some of you might like to know more about it or simply do a search.
I got interested when staffy Alison told us about the transformation her mother in law had when recently she was placed on oxygen because of angina. Suffice to say, the results amazed her.
Anyway, I’m going to undertake my own trial. I’ll keep you posted. Back to the purpose of this Nudge, the absolute key to great copywriting is having something worth saying, and the way to do that is by doing the research. 90% of what a copywriter does is research (sweat), and 10% is actual writing. And that’s what makes the whole process easy and effective. And that’s why copywriters can charge what they charge and are worth every cent of it, because
COPYWRITERS AGREE TO THINK ABOUT THAT WHICH THEY WOULD NEVER THINK ABOUT UNLESS YOU WERE PAYING THEM MONEY
So the biggest copywriting secret in history is to…
HAVE SOMETHING INTERESTING TO SAY