![]() WHY: The “why” is the benefit of the product or service you’re promoting. What is she afraid of? What does she regret? What is that ruminative thought she can’t quite shake? The more fully you identify your “who,” the more forcefully you’ll be able to connect with her. What are her hopes, dreams and desires? What does she need? Even more importantly, what doe she WANT? Dig deeper. The much ballyhooed COPY THAT SELLS is all about the reader. WHO: The “who” is the person with whom you’re creating a bond. When you’re SELLING in the telling, just remember these five little words: who, what, when, where and why (though not in that order). Still, I’m sure you’ve noticed that when you DO tell a tale to a pal about a mutual friend, you’re strengthening your relationship with Ms. So how do you use this womanly wile to write copy? Tell a story. And who connects better than women? The point of nearly all writing is to forge an emotional bond with the reader copywriting is no different. Take that, female chauvinists!Īnyone can be a copywriter, but it helps to be a woman.Ĭopywriting is selling. But I sincerely believe this “how to” exercise will also benefit not only gay men, metrosexuals and hopeless bromantics but other male varietals as well. The original thesis was that women make superior copywriters. To assuage my irritation (and for your edification, of course), I’m posting it below. ![]() However, my contact at this group dropped the ball and the piece was never published. A while back, I was invited to contribute something called “How to Write Copy” to the website of a large, well-known women’s networking organization with numerous “star” participants and a robust online presence. ![]()
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