How to remain relevant when you write copy all the time?
I was watching idols and I couldn’t help laughing at contestants singing off key without even noticing their short comings. Idol contestants are not alone. Some marketers often fall into that trap quite often. Its one of thinking you are more important to your customers and prospects than you really are.
In marketing there is nothing as bad as being off topic as far as your customer or prospect is concerned. In writing marketing copy one phrase stands out. If you make it stay with you as you write your long sales letters or adverts. Your copy may be effective.
It’s the “so what ?” phrase. Ask this phrase all the time can keep your copy grounded and relevant to the prospect. As long as you realize and acknowledge that writing marketing copy is not for for you per se but for the benefit of your prospects your copy will serve well.
Apply the so what question to everything about your copy. Does your copy have a headline ask so what? Lead paragraph, body so what? Your offer and postscript ask the “so what question?” If this phrase is answered all the time chances are you are on the right path as your focus becomes on the customer or prospect not on you.
Never fall into the trap of self importance when marketing. Humility and relevancy beats arrogance and lack of preparation in marketing and sales every time.
Written by Freelance Direct Response Copywriter Aubrey Mavhuli
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