Writer Eric Graham explains a military training course that taught him how to kill someone with a gun: Take two shots to the heart, then one to the head. The shots to the heart provide the easiest target while the shot to the head is harder, but useful insurance if the target is wearing body armor. Graham extends this rather ghastly analogy to explain how effective sales or ad copy work. When you write copy, you are not trying to end someone’s life, but rather to get a sale, a conversion or accomplish whatever other goal has been set for you. Appealing to the "heart" with emotional words in your copy in order to spark interest for a product is easier than appealing to the "head" with logical explanations why your product is different and better than competing products. Copywriters often use both emotions and logic to justify a buying decision, but consumers often use logic to justify the emotional decisions they make when they buy. Build up the emotional justification for a buying decision with your writing and then weave in logic to justify the buying decisions so as to “kill” the sale. This is a strategy that makes for formidable sales writers. If your copywriting services are formidable, excellent you will be surprised at just how quickly your business can grow and how much monetary rewards the business can bring.
Posted on: Sat, 10 Aug 2013 13:07:22 +0000
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