I was perusing Terry Dean’s online business blog today and happened across a hilarious post called “Do You Have HyperCopyitis? ” It’s not only funny, but it really drives home a point that is so prevalent in copywriting all over the net.
In a very witty way, Terry points out how such an overwhelming number of sales letters are so hyped up that it’s pathetic. For example, the typical Paypal or Clickbank statements showing thousands of dollars a minute being cranked out because of their super secret system. Yeah right… I always suspect, whether right or wrong, that those kinds of images are Photoshopped.
Other typical things like the yellow highlighter in every other paragraph, the eighty kazillion exclamation points scattered throughout the copy, and the endless run-on sentences which exhaust your breath, much like the one you’re reading now. 😛
The main point, I believe, that Terry is making in his post is that many copywriters, or those of us who write our own copy, fail to connect with our target audience.
These hyped up sales letters have all the “cool” emotional trigger words, the neat little graphics, the fancy buy button with the cool check box (Yes Jack! Count me in!!!) next to it. You can hype your product to sound like the biggest thing since sliced bread, but are you really relating to your prospect, or just shouting at him… Buy! Buy! Buy it nowwww!!!
Suppose instead of talking at your visitors, we connected with them instead? Hmmm. Imagine empathizing with your visitors instead. Gently and indirectly persuading them that your product is just the perfect fit to solve the problem they have. Not because you jammed your offer down their throat, but because they drew their own conclusions based on how you connected with them. Because you kept them hanging on to your every word, as one paragraph leads to the next, guiding them down a pathway straight to the buy button.
Terry Dean has interviewed Shaune Clarke, a copywriter who emotionally connects with his audience without gimmicks, exaggeration, or swipe files, as Terry puts it.
What’s even more amazing to me is that Terry Dean has done a 70 minute interview with Shaune Clarke revealing some of his most valued secrets. This is an amazing interview which is in mp3 format AND transcribed into a .pdf (Adobe Acrobat) file as well, so that you can refer to either format!
How much you ask? Only $10… You know I jumped on this one! Terry Dean is known as one of the good guys & when you buy from Terry, you’ll always get amazing value. This is easily the best $10 I’ve ever spent and you can bet I’ll be modifying my own web copy to test the results.
Edit Update – Terry Dean informed me (in this post’s comments) that the Interview with Shaune Clarke is now at $15. As I elaborated in my follow-up comment, this is $15 well spent many times over. Even if you have to skip that pizza & coke with your buddies, or pawn that guitar, get this valuable information now. The price may go up again soon.
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