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Added for You - Copywriting is Not Archery: Taking Aim at the Hidden Heart of Your Prospect
Brainstorming is one of the oldest of the modern creative thinking techniques. Originally developed in 1941 by Alex F Osborn, it was first called "thinking up". Later Alex Osborn coined the term "Brainstorming". Brainstorming is primarily a technique of using ideas from a group of people to provide ongoing stimulation to that group in order to create
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're
Do you have a new small business that is in dire need of some customers? A great way to spread the news about your business is to let people know you are out there. You can’t just sit back and assume that the customers are going to come to you. What if they don’t know that you are out there? You need to create a customer base starting right now, but you
One of the biggest mistakes you can make when choosing a copywriter is to hire one the same way you'd pick a champion archer.
In archery, you should look for the bowman with the strongest shooting arm, heaviest bow, straightest arrows, keenest eagle-eye, most number of arrows in their quiver and steadiest aim.
Many businesses look for the copywriter who knows the most techniques, the best persuasion methods, the most killer headlines, the most tempting offers and the most satisfying guarantees.
What's the problem with that?
Archers have it easy -- their targets stand still. The bullseye is obvious.
The copywriter's toughest -- yet most important -- job is simply to FIND their target -- the prospect!
Prospects are not standing stationary in one open area, for all to see . . .
No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.
THAT is the copywriter's target -- the prospect's desire for a better life.
If the copywriter does not hit the prospect square in the middle of his needs and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way that's new, interesting and credible.
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're n
It appears that Raytheon Corp., which does lots of contracts for the United States military is shedding its Beechcraft brand of general aviation aircraft as that division is up for sale now. Of course this is rather unfortunate for the economic development associations of Salina Kansas and Wichita, Kansas, which both have aircraft plants there.In
What's the problem with that?
Archers have it easy -- their targets stand still. The bullseye is obvious.
The copywriter's toughest -- yet most important -- job is simply to FIND their target -- the prospect!
Prospects are not standing stationary in one open area, for all to see . . .
No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.
THAT is the copywriter's target -- the prospect's desire for a better life.
If the copywriter does not hit the prospect square in the middle of his needs and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way that's new, interesting and credible.
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're
“In this industry, if you stop learning, you stop earning,” says 2005 Best Bosses Award winner Greg Wittstock, a.k.a. The Pond Guy. The energetic CEO and president of Aquascape Designs, an organization that’s billed as “the world’s number one water garden and pond resource,” isn’t kidding. His customers are a network of certified contractors in the Unite
No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.
THAT is the copywriter's target -- the prospect's desire for a better life.
If the copywriter does not hit the prospect square in the middle of his needs and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way that's new, interesting and credible.
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're
Health and Safety is a very in depth and complicated subject, the aim of this article is to highlight a few of the legal issues a business owner should consider if they want to improve working conditions.1. By law every business that employs 5 or more employees, including part time staff, must display an up to date Health and Safety policy. An up
Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonials, offer, guarantee and so on) matter.
A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets the reader's attention, makes a wonderful promise, sounds really really good.
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're
There are many events outside of the workplace that can negatively impact workplace productivity. A major holiday and major sporting events (like the Super Bowl, World Cup or NCAA Basketball Tournament) are a few of these possible distractions.As people begin to think about, talk about and focus on these events, their focus may leave their work. T
That is, it seems like a great headline to other copywriters.
But if it isn't aimed at the target market, it's a failure.
That can be a problem while you're learning copywriting. You read a letter by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.
That's why it's important for copywriters to learn from sample sales letters that have been proven in their marketplaces.
That's why copywriters need to be careful what they swipe and how they swipe.
If a copywriter tries to apply the appeal of a proven health headline to a financial package, it may not work because the markets are different.
So it's better to swipe from proven sales letters or ads in the market you're aiming at.
If you swipe from outside your market, swipe structure but not emotional appeals, promises or benefits.
If the copywriter can't aim their copy at the bullseye of the prospect's self-interest, they're no better than a archer who shoots arrows at the sky.
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