2:22pm
East of the Mississippi
We’re getting a break from the cold here in Saint Paul.
It’s 36° outside!
I was working on a landing page and my client kept asking me to clarify that only part of the offer was an easy-to-use “framework” –– a desirable aspect of this offer –– and that other parts of the offer weren’t a “framework” at all, but instead dealt with data and functional changes.
Which, sure.
But copywriting isn’t content writing!
The goal of sales copy is to build up excitement, or anger, or fear, or some emotion about the current situation…
And then to tie that into a changed emotion or other benefit that will only happen as a result of the purchase.
If we spend all our time explaining the nuts and bolts of what the person will actually be doing –– in the name of transparency –– it begins to sound like a lot of work…
And who wants to choose more work?
Now, deep down, you and I and everyone knows that change and improvement does take work (or at least cash).
But we can’t build up hope with technical details.
There’s a difference between “See it sparkle!” and “It sparkles. Sometimes. When the light is right.“
We can’t hope to make a sale when we say, “imagine how your friends will feel when they see you“…
…and end that sentence with “putting in extra hours to make this work out.“
Gotta sell the hope that tomorrow’s gonna sparkle.
Sell your buyer what he wants.
Deliver that.
But also deliver what he really needs.
Love you,
Jeffrey
PS. Might you know Judd Apatow’s email? The one I tried bounced.
