“There is little sales value in fine writing. It is what you say that counts, not how you say it. A valid argument presented in blunt language will sway the reader more than a less valid argument beautifully presented.” — John Caples, Tested Advertising Methods, (p. 27)
Let’s get one thing clear before we get started: the purpose of copywriting is to produce results. If you agree, then continue reading. But if you think copywriting is about being creative, clever or expressing yourself then stop right now. Because you will only get frustrated at what I’m about to share.
If you’re still here I’m assuming you want to discover how to harness the power of the written word in order to grow your business. And one way to learn how to do this is to first learn what not to do.
One sure way to sabotage your marketing message is believing “good writing” will lead to more sales. This is not true. In fact, good writing will do more harm than good. This is why many good writers fail to get results with copywriting. They don’t understand why their beautiful ads fail while other, “poorly written” ads succeed. They’re confused. But after reading this you won’t be. (more…)