Dick Powell of Powell Consulting Group sent me a newsletter article called Do Nuances in Copy Matter? by Carol Worthington-Levy. He asked me for my feedback about the article. This was my responding email…

I was organizing my emails into categories and came across this email from you that I failed to respond to. I’ve been a little busy.

Anyway, I read the article on ‘nuance’ in copywriting. I was a little shocked when I read it. I thought that’s what a copywriter’s job was.

I mean, how the heck do you write what customers and clients want to hear if you aren’t familiar with their speech patterns, the vocabulary they use, their wants, needs, and desires?

Any idiot can sit down and write a page of copy about a product or service. But as far as I’m concerned, my job isn’t to write about a client’s product or service. It’s to tap into the reader’s subconscious needs and wants and make a connection while also answering their questions about “what’s in it for me.” And convince them that there’s nowhere else they need to go because their problem will be solved right here.

It’s all about the age old adage: “People buy the hole, not the drill.”

HackingEthics

Originally posted 2008-11-17 12:34:42. Republished by Blog Post Promoter

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