Day 4 of my MarketingSherpa “Marketing Wisdom for 2010” freelance copywriter insights...
Today's topic ties in with my "marketing is like dating" philosophy. Ron Baginski of Advertising That Works (no website was listed) encourages marketers to "connect with emotions."
One of my "marketing is like dating" points is that: You must be emotional. Think about dating, meeting someone for the first time, going out on that first date...if they were all business like and professional and, well, cold, you would either think they didn't like you (if you're a woman) or you wouldn't like them (if you're a man).
As a professional copywriter, it's my job to grab the attention of a prospect, whether the copywriting services being put to use are web copywriting, email copywriting or print.
That's why I ask about pain points. I ask what problems the prospect is trying to solve, and how they see their problems.
It is by knowing the pain that I can determine the emotion needed to get their attention.
As a freelance copywriter, I've found some companies have a hard time with that, with being emotional. They want to keep it all business. And then you know what you get, in the opinion of this professional copywriter? Me too, generic copywriting that doesn't stand out, doesn't engage. It's just more clutter.
Demand more from your marketing, more from your content copywriter. Demand more from yourself, if that's what it takes. But find the pains, and let your copywriter speak to it, let your copywriter be emotional in the messaging.
Maybe you'll end up with some emotions too: the happiness you'll feel when your copywriter does her best and engages those prospects at last!
Today's topic ties in with my "marketing is like dating" philosophy. Ron Baginski of Advertising That Works (no website was listed) encourages marketers to "connect with emotions."
One of my "marketing is like dating" points is that: You must be emotional. Think about dating, meeting someone for the first time, going out on that first date...if they were all business like and professional and, well, cold, you would either think they didn't like you (if you're a woman) or you wouldn't like them (if you're a man).
As a professional copywriter, it's my job to grab the attention of a prospect, whether the copywriting services being put to use are web copywriting, email copywriting or print.
That's why I ask about pain points. I ask what problems the prospect is trying to solve, and how they see their problems.
It is by knowing the pain that I can determine the emotion needed to get their attention.
As a freelance copywriter, I've found some companies have a hard time with that, with being emotional. They want to keep it all business. And then you know what you get, in the opinion of this professional copywriter? Me too, generic copywriting that doesn't stand out, doesn't engage. It's just more clutter.
Demand more from your marketing, more from your content copywriter. Demand more from yourself, if that's what it takes. But find the pains, and let your copywriter speak to it, let your copywriter be emotional in the messaging.
Maybe you'll end up with some emotions too: the happiness you'll feel when your copywriter does her best and engages those prospects at last!
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