Kmart Prospects Versus Smart Prospects
“People won’t read all that! It’s too long!”
Ever heard those words? Maybe from the mouths of well-meaning friends who think your over-zealous copywriting course has led you astray? Can you hear the slight disdain in their voice? I get this “ugh” feeling in my chest every time.
That said… Yes, I agree, MOST people won’t read a 24-page sales letter (or even a 6-page one).
MOST people “live” a frenzy of long works hours, followed by long hours of TV while wolfing down a nutritious Big Mac and sweet-tasting “diet” Coke. Mmmmm… I can just smell those rehydrated onions. MOST people obey the commands of TV commercials, buying endless commodity items, ineffective pharmaceutical “remedies” and bigger TVs.
Just look at the crazy two-party election going on in the I.O.U.S.A. People allow the media to boil down “democracy” into McCain versus Obama.
Okay… so when non-copywriters tell me that no one reads even a 500-word email, I say: “Listen, I’m not writing to the Kmart crowd - I’m writing to the Smart crowd.”
Big difference.
What do you see when you walk into Kmart? Items you know: Basket balls, pencil sharpeners, dresses, etc. COMMODITY ITEMS. You don’t need more than a few sentences to make a purchasing decision (unless you are my father-in-law who compares toilet paper plies x number of sheets x number of rolls to determine the best bargain).
Two mistakes I see amongst copywriters…
Mistake #1 - Trying to land “copywriting” clients who sell commodities: No client pays much for a writer to state the obvious.
Mistake #2 - Selling non-commodity items AS IF they were commodities: If you are promoting a program that reverses breast cancer, a manual on how to install your own solar panel or a $240 financial newsletter… get busy explaining, presenting and positioning. Four “short n’ sweet” paragraphs may impress my 7th grade English teacher but…
Remember, as copywriting coach Shaune Clarke teaches, you’re writing to those 5 people out every 100 Smart buyers (NOT the Kmart crowd).
Smart buyers want more out of life. They want to take RESPONSIBILITY for their life. They don’t hand over their well-being to the government, to an employer, to an insurance company or even to their doctor.
If you’re struggling forward, not seeing the results you want from your copywriting career… are you taking responsibility?
You can go join the Kmart crowd (25% off deal on Rider pants) by clicking here…
http://www.Kmart.com
…or you can join the Smart crowd by clicking here…
http://www.NewCopySecrets.com
Jump into the copywriting arena, with a coach at your back and gain the skills and experience you need to guide your life towards more security in the bank account, more free time for your personal pursuits, more health for your retirement.
Two seats remain in Shaune’s New Copy Secrets coaching program. It starts next week. I recommend you devote 10 minutes to reading more about it by clicking this link…
http://newcopysecrets.com
P.S. Multiply the benefit of reading this e-column — leave a comment, thought or question of your own below….
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