Copywriters are no different than everyone else. Even though we have an in-depth understanding of the writing techniques and tactics that are used to persuade people, we are not immune from those techniques. I for one really appreciate it when I get pulled into a great piece of sales copy, and get quickly swept up in the story, the flow, the rhythm of the copy, and get led to “my” conclusion to purchase the product or take the action they request.
As I feel my self getting swept up in the piece, my emotions getting aroused, I know that it is the work of a great copywriter. My appreciation for their mastery of the craft is present, and I am almost glad for them that they moved me to action. Glad as a consumer, and impressed as a copywriter. The piece is written for ME! The benefits of the piece are just what I am needing and wanting, now where’s my credit card? That’s the goal of great copy – to have it feel like it was written specifically to speak to the desires, fears, needs, wants, and problems of each individual reader.
So to all the copywriters who wrote the ads that I bought into – “thank you”!
To Your Prosperity
-Ryan
Tags: credit card, emotion, persuasion, sales letter