What is copywriting?
Take a look at any long sales letter and it’s mainly designed for ONE thing, to get you buying something or another call to action.
Would you call it content?
Is content in some form copywriting?
I see alot of debating about copywriting, short copy vs long copy and such.
Paul Myers probably did the best example of summing all this up in his newsletter, if you are not on that list, I suggest you get on it here, you won’t be disappointed.
Good copy is used to get you buying what you hope to be good content, but what confuses me is IF that content is so good why does the copy need to “hype” it up?
For me hype copy makes the content less likely to be great, I mean who knows until you act on the copy and buy the content?
Perception is everything and the hype gives the readers a perception, for me it means your content can’t be as good as you say it is.
Sometimes I am proved right…
This has a knock on effect that people will take less notice of your next bit of hype copy?
So where do you draw the line?
Why can’t people just be honest and let the content speak for itself?
If you have a great product and UNDERHYPE it in your copy, people will notice that…they will perceive that your content is BETTER than what you really say it is.
This has the better knock on effect of people knowing IF you really are saying something is good, it most likely is, because you under hype yet over deliver.
Nothing so bad as falling for hypey copy and getting underdelivered content!
Because more people will fall for it?
Shame, for me I would rather have less buyers but more raving fans of the content, this means they will be more likely to spread the word about your content which IS what matters…not your copy!
Good grounds to hype less and overdeliver more if you ask me!
More honest marketing is needed if you want to be one step ahead of the pack in the long term.
Deliver what they want, not what you think they want.