Professional Copywriting Services

Copywriter

Some people say a picture may be worth a thousand words . . . trouble is, not everyone sees the same picture even when they look at it! Don't believe me? Think about how many movies you've seen after reading the book only to say the book was so much better. Why?

Words without the picture allow you to create perfect experiences in the mind that are personal, meaningful and emotional only to you. That is why copywriting is such a vital part of any ad. Let me explain.

See that is what copywriting is all about, creating the perfect experience and environment of mind so that you are drawn through a thousand experiences, dozens of events and hundreds of past and future emotions all rolled into one tight little ball that we call "our experience." Our experience is highly personal; we are willing to go as far as violently defending it or breaking down emotionally if it is changed radically. Our experience is who we are and how we make decisions.

The good news is . . .

Our experience is made up of thousands of mini-experiences that move us, shape us, become us. Good copywriting follows the principles of human influence, dynamic writing and visual thinking. Those elements when combined with a detailed understanding of how the brain and eyes work together to identify important information, where it gets stored and for how long, makes words create experiences as fast and large as Jack's beanstalk . . . or wither and die like tomatoes in the hot sun with no water.

Let me ask you, which sentence is best?

The pregnant mother labored down the street, two young boys in tow.

The mother didn't really walk, rather she trumbled down the street, belly stretched like a bowling ball stuffed into a sock by a baby due any day, while two spinning kids bounced in and out of the gutter.

The expectant mother walked slowly down the street with her boys at her side.

What did you decide? The only right answer is the one you chose because it is the one you liked best based on your experience. It is kind of a trick question. Each sentence required you to go inside yourself and make a picture, pull up an experience and compare and contrast each one to decide which you thought was best. And all that happened at the speed of thought. They are all grammatically correct, but each carefully designed to evoke a different experience.

Now ask yourself these questions:

Which one made you think of a pregnant mother out on a walk with her boys? Which one reminded you of many pregnant women you've seen walking down the street kids in tow? Which one made you want to stop and do something to help or reminded you of your own mother or wife as they tried to do everything at once and be pregnant too?

That's what good copywriting does, it makes you think and engage, it appeals to your emotions on many different levels. But one out of the three really kicks your brain into high gear and forces you to think, interpret and experience. Was it the lady with the bowling ball belly trumbling down the street? My guess is that it was.

But why?

Because it caused you to stop and create a picture in your mind of what that must look like, and feel what that mother must be feeling at that very moment and how you would feel experiencing the scene and incidents you've already experienced that were somewhat similar.

The reality is this: IT WAS NOT PREDICTABLE COPY.

Predictable copy and worn out phrases are the deathblow to good ads. Pure and simple.

For you to read an ad, you must turn it into words and words are quickly filtered by Broca's area of your brain, the part right behind your ear that is designed to handle certain functions of language, the key function being filtering out the predicable. That is why you listen intently to your buddies and don't hear your wife . . . I'm kidding of course. But it is why you watch the show and can remember every bit of the dialog and can't identify one ad that was on. Why? Because they were predictable and Broca screened them out.

So, the first key to writing good copy is to not be predictable.

The second key is to use as many words as you need to say it right and stop. Too many people want to cram in too much or they say too little. Use your words efficiently and effectively and you'll craft something that people want to be a part of.

The third key is to understand the principles of human influence. How they make decisions, where their eyes go on a page, what they read first, what they read again and what they read last. Only then can you give the message you want them to have, early and often.

Finally, there has to be a call to action in every piece of copy. You have to immediately create interest of course, you must keep their interest and you must create wildly compelling desire. Then, you have to tell them what you want them to do and most importantly, reassure them about what they'll get for doing it.

When you've done that, you've written some powerful copy.

If you, your wife, your child in college or your former English teacher don't know how to create that kind of human interest story in few or many words, why would you ever let them sit down and write something that is supposed to compel another person? More importantly, why would you ever again give that responsibility to a salesperson who gets compensated for how many times an ad runs versus how many times people buy?

The answer is YOU SHOULDN'T . . . But you have been.

You can learn to write good copy in three ways. Buying it, Studying it or Creating it. I'd like to spend 10 minutes with you on the phone and talk about all three. And to tell you why you can't afford another bad piece of copy. Just pick up the phone and dial 208-562-0990 and invest 10 minutes of your time before you invest another thin dime of your money.

So, while you try beating back the rabid hoards of competition with your worn sword of ads, we'll be waiting for your signal, our bows stretched tight, quivers full of words, ready to pierce the hearts on the hungry hoards so eager to sink their teeth into yet another one of your customers and feast like kings on your lost profit.

Your signal is at the end of your finger drive it into the buttons that can connect you to Bold Approach and save you from sorry copy and ruin.

208-562-0990

We'll help you grab your competition by the books and your clients by the brain!