What do you suppose the single best word is that you can use in any sales or copy writing that you do?
I’ll give you a clue – it’s in the title of this article.
That’s right. The best word you can use, in any writing jobs that you do, is ‘you’.
Consider this. If I had titled this article ‘The Single Best Word I Use
In Copy’ the chances are you would not have cared one jot. Why on earth would you care what great word I like to use in my work?
The fact I called it ‘The Single Best World You Can Use In Copy’ means that there’s something in it for you.
Of all the possible subjects in the world, you are the one that you are most interested in. When you pick something up to read, what are you subconsciously asking yourself? Generally speaking you’ll be asking
‘What’s in this for me?’ or ‘How does this help me?’ Most people do. And only by giving people what they want, will they listen to you.
You don’t write a Valentine’s card by saying “I’m great, will you go out with me?” do you? You write “You’re great, will you go out with me?” Or maybe you don’t, and you’re still single.
Any salesman or copywriter will tell you that there’s no sale without rapport. And there’s no rapport without taking an interest in the reader and what they want or what they need. We have all read literature from companies who babble on about how great they are and how brilliant their product is. Do we care what their mission statement is and that they won an award in 2004? No. All we really want to know is what they and their product can do
When you understand what your readers are interested in, you are in a position of control. Whether you are a technical writer or copywriter you can create something that grabs their attention. And if the thing that readers are most interested in is themselves, then why not write about them? It’s a surefire way to make readers take notice.
In his great book Hypnotic Writing, Joe Vitale tells the story of how, when Disney Studios released the film Arachnophobia, it was billed as a ‘comedy-thriller’. When Disney discovered that audiences didn’t care about comedy-thrillers, they billed the movie as a ‘horror’. It was exactly the same film, just a different approach.
Remember – in copywriting you have to think of your readers, not yourself.
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Nick Parkhouse is a professional copywriter. He provides articles, copy, press releases, books and marketing material to a range of international clients. He also specialises in sports writing for a number of international sports companies as well as property, finance, politics and cinema writing.