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Copywriting to the Rescue: How to Connect Deeply With Your Readers to Get More Sales

If you want to write copy that persuades people to buy, then you MUST connect with your reader on a deep emotional level. To do this, master the fine art of painting pictures with words.

I've worked with countless clients, who, for whatever reason, prefer to keep their copy generic and vague. They know great copy when they read it, and they want it for their own websites and marketing collateral. And yet, when it comes down to it, these same people are too busy trying to sound like everybody else than to embrace a bold attitude in their writing and grab their audience by the teeth.

Perhaps my gun-shy clients think that vagueness appeals to a wider audience and will therefore bring the most sales? Maybe they worry that if their copy is too specific, it will exclude certain groups of people. In their minds, being everything to everyone is their perceived M.O. for attracting new business.

This is wrong. Why? The only thing that generic copy does is bore people to tears, and chase people away with tired messages that everybody on the block has already used a thousand times before.

Imagine people grazing your newsletter for a mere 30 seconds, only to close the page because they're so unimpressed by what you've said. You don't want this! So learn to embrace a bolder manner of writing, learn to write in stories and colors and visual and specifics... and you'll have yourself a page that earns you loyal customers.

And, DON'T worry that not everyone will relate to everything you have to say. The point is that it's better to make a strong impression on a few people who will buy a lot from you than it is to make a weak impression on many who may be paying attention now, but will never look your way again because you're boring.

There's a popular marketer out there called The Rich Jerk. This person has a shtick like no other - pretending (or not pretending?) to be this self-absorbed, politically incorrect, rude, womanizing, big-mouthed individual (think "Sopranos") as a means of attracting attention to his web marketing techniques. The Rich Jerk will basically tell you point blank that if you don't do what he says, you're a loser. It's all part of the "wise-guy image" he's cultivated for himself.

Now, a character like this might be a turnoff to those who find such humor repugnant or who take his message literally. But if you really read what the Rich Jerk writes on his blog, it soon becomes clear that this guy is the real deal in terms of marketing experts - and worth sticking around to learn a thing or two from.

One might consider that such a marketer is "limiting" his audience to ONLY those who find his controversial remarks humorous, or at the very least can tolerate them. But I have NO doubt that this guy is pulling in tons of cash, because he so freely shares valuable information. I can see with my own two eyes that the vivid (obnoxious) imagery he conjures up in his writing is a large part of what holds attention and gets people reading in the first place. And that's what connecting with your readers is all about.

Now let me give you an example of generic versus specific in your copy. Let's say you're selling self-help books. You can choose to open your letter to the reader with one of the below two statements:

a. Are you sad, lonely or depressed?

b. Do you often well up at commercials on TV? Spend Saturday nights huddled at the computer with only a bowl of Chee-tos for company? Feel like the rest of the world is out there living it up, while you're left behind and forgotten?

The above compares "flat" copy to "3-dimensional" writing that paints a distinct picture with words. The truth is, most of your readers probably do NOT spend entire weekends holed up at the computer, or go to the extreme that they feel passed over in life. And yet, they'll pay attention and relate to visuals like these because they capture a mood or feeling. "Sad," "lonely" and maybe even "depressed" are conveyed here, but in a much more subtle and crafty way. Why? Your "word pictures" are connecting with the RIGHT side of the brain - the side that deals in moods and urges.

Think about the question, "Are you said, lonely or depressed?" It's uses plain words that we hear all the time, and falls flat. Why? Maybe your reader is SOME of these things, SOME of the time... but not today. So when you ask this question, you're likely to get a knee-jerk NO reaction - because it doesn't apply right now.

In contrast, the other style of copywriting does the job of tapping the subconscious... providing a sort of sensory experience that the reader (if it's someone who's "ready" for your product) will respond to on a deeper level. And it's less threatening than the direct method because it doesn't force the reader to conclude or reveal anything about him or herself.

So, are you ready to cross over from the land of the doldrums into a world of word art that wakes up people's passion, taps their imaginations, energizes their senses and gets a reaction that leads to real sales? Then read Part 2 of this copywriting tutorial - Mouth Watering Copywriting: How to Paint Pictures With Words .

Go to the page where we list all copywriting and marketing articles

Ever Dreamed of Earning Your Living Writing Copy for the Web?

Now's your chance to learn all there is to know about how to launch, organize and successfully run an online writing and editing business from the comfort of your home office. Get on the list for our upcoming guide, "The Nitty Gritty of How to Start a Writing or Editing Business on the Web." Learn more by clicking this link!

No time to read right now? Simply fill out the form below! We'll contact you as soon as the guide is ready for public consumption. Thanks.

Want more? Sign up for Word Food, our Copywriting and Marketing Newsletter.

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get a copywriting quote Thanks for visiting Wordfeeder.com Copywriting and Marketing. If you're interested in a copywriting, web design or web marketing quote, please include project details such as:

Type of Project (web copy, sales letter, articles, etc.)
General Project Details (target audience, product, etc.)
Number of Pages
Links to Previous Ads
Links to Competitor Ads Whom You'd Like to Emulate (or not emulate!)
Anticipated Due Date

Please email to Dina@Wordfeeder.com with the subjectline "Copywriting Quote".

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Copywriting and Marketing Categories article marketing and copywriting tips Branding Tips Blogging Tips Email Newsletter Tips grammar advice persuasive copywriting tips sales letter copywriting tips search engine copywriting tips technical aspects of copywriting the copywriting client web copywriting and marketing tips One Dollar Consulting Special Send $1 via PayPal, then email your most pressing questions about marketing to dina@wordfeeder.com today. for corporate clients copywriting for coaches copywriting for web designers Landscaping Marketing real estate copywriting copywriting for the specialty food industry technology marketing & copywriting	Custom Search Copywriting to the Rescue: How to Connect Deeply With Your Readers to Get More Sales by Dina Giolitto If you want to write copy that persuades people to buy, then you MUST connect with your reader on a deep emotional level. To do this, master the fine art of painting pictures with words. I've worked with countless clients, who, for whatever reason, prefer to keep their copy generic and vague. They know great copy when they read it, and they want it for their own websites and marketing collateral. And yet, when it comes down to it, these same people are too busy trying to sound like everybody else than to embrace a bold attitude in their writing and grab their audience by the teeth. Perhaps my gun-shy clients think that vagueness appeals to a wider audience and will therefore bring the most sales? Maybe they worry that if their copy is too specific, it will exclude certain groups of people. In their minds, being everything to everyone is their perceived M.O. for attracting new business. This is wrong. Why? The only thing that generic copy does is bore people to tears, and chase people away with tired messages that everybody on the block has already used a thousand times before. Imagine people grazing your newsletter for a mere 30 seconds, only to close the page because they're so unimpressed by what you've said. You don't want this! So learn to embrace a bolder manner of writing, learn to write in stories and colors and visual and specifics... and you'll have yourself a page that earns you loyal customers. And, DON'T worry that not everyone will relate to everything you have to say. The point is that it's better to make a strong impression on a few people who will buy a lot from you than it is to make a weak impression on many who may be paying attention now, but will never look your way again because you're boring. There's a popular marketer out there called The Rich Jerk. This person has a shtick like no other - pretending (or not pretending?) to be this self-absorbed, politically incorrect, rude, womanizing, big-mouthed individual (think "Sopranos") as a means of attracting attention to his web marketing techniques. The Rich Jerk will basically tell you point blank that if you don't do what he says, you're a loser. It's all part of the "wise-guy image" he's cultivated for himself. Now, a character like this might be a turnoff to those who find such humor repugnant or who take his message literally. But if you really read what the Rich Jerk writes on his blog, it soon becomes clear that this guy is the real deal in terms of marketing experts - and worth sticking around to learn a thing or two from. One might consider that such a marketer is "limiting" his audience to ONLY those who find his controversial remarks humorous, or at the very least can tolerate them. But I have NO doubt that this guy is pulling in tons of cash, because he so freely shares valuable information. I can see with my own two eyes that the vivid (obnoxious) imagery he conjures up in his writing is a large part of what holds attention and gets people reading in the first place. And that's what connecting with your readers is all about. Now let me give you an example of generic versus specific in your copy. Let's say you're selling self-help books. You can choose to open your letter to the reader with one of the below two statements: a. Are you sad, lonely or depressed? b. Do you often well up at commercials on TV? Spend Saturday nights huddled at the computer with only a bowl of Chee-tos for company? Feel like the rest of the world is out there living it up, while you're left behind and forgotten? The above compares "flat" copy to "3-dimensional" writing that paints a distinct picture with words. The truth is, most of your readers probably do NOT spend entire weekends holed up at the computer, or go to the extreme that they feel passed over in life. And yet, they'll pay attention and relate to visuals like these because they capture a mood or feeling. "Sad," "lonely" and maybe even "depressed" are conveyed here, but in a much more subtle and crafty way. Why? Your "word pictures" are connecting with the RIGHT side of the brain - the side that deals in moods and urges. Think about the question, "Are you said, lonely or depressed?" It's uses plain words that we hear all the time, and falls flat. Why? Maybe your reader is SOME of these things, SOME of the time... but not today. So when you ask this question, you're likely to get a knee-jerk NO reaction - because it doesn't apply right now. In contrast, the other style of copywriting does the job of tapping the subconscious... providing a sort of sensory experience that the reader (if it's someone who's "ready" for your product) will respond to on a deeper level. And it's less threatening than the direct method because it doesn't force the reader to conclude or reveal anything about him or herself. So, are you ready to cross over from the land of the doldrums into a world of word art that wakes up people's passion, taps their imaginations, energizes their senses and gets a reaction that leads to real sales? Then read Part 2 of this copywriting tutorial - Mouth Watering Copywriting: How to Paint Pictures With Words . Copyright 2008 Dina Giolitto, Wordfeeder.com Copywriting and Marketing . All rights reserved. Go to the page where we list all copywriting and marketing articles Ever Dreamed of Earning Your Living Writing Copy for the Web? Now's your chance to learn all there is to know about how to launch, organize and successfully run an online writing and editing business from the comfort of your home office. Get on the list for our upcoming guide, "The Nitty Gritty of How to Start a Writing or Editing Business on the Web." Learn more by clicking this link! No time to read right now? Simply fill out the form below! We'll contact you as soon as the guide is ready for public consumption. Thanks. Want more? Sign up for Word Food, our Copywriting and Marketing Newsletter. get a copywriting or website marketing quote Thanks for visiting Wordfeeder.com Copywriting and Marketing. If you're interested in a copywriting, web design or web marketing quote, please include project details such as: Type of Project (web copy, sales letter, articles, etc.) General Project Details (target audience, product, etc.) Number of Pages Links to Previous Ads Links to Competitor Ads Whom You'd Like to Emulate (or not emulate!) Anticipated Due Date Please email to Dina@Wordfeeder.com with the subjectline "Copywriting Quote". Need a referral for a web designer, virtual assistant or search engine optimization expert? Just say the word! We work with only the best service providers. Thanks! 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Copywriting to the Rescue: How to Connect Deeply With Your Readers to Get More Sales

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