Why Brilliant Copywriting Won"t Sell a Turd
Got an interesting copywriting lesson for you in this article.
A lesson that perfectly illustrates a nasty mistake almost everyone makes (or will make) at least once.
And believe it or not, the better your copywriting is...
the MORE likely you are to make it.
Anyway, here's what happened: Recently, a friend of mine was frustrated because her ad copy wasn't converting.
And the irony was, her entire ad -- from top to bottom -- was a persuasion masterpiece.
Her headline instantly grabbed attention.
Her lead and hook were superbly crafted.
The story behind her product was absolutely fascinating.
(It was almost like reading a can't-put-it-down novel in some ways.
) And everything else just shined and compelled readership: Her bullets, close, P.
S.
, even her order form copy.
All were "A+" start to finish.
However, nobody (not one person) bought her product despite all this brilliant copy.
"I don't get why this isn't converting," she said.
"I did everything I was supposed to!" And in a way she was right.
Everything was "functionally" correct and in the right places.
However, her real "problem" was not in the writing.
It was selling a product nobody wanted.
Frankly, you could have locked all the world's greatest copywriters in a room for 6 months to work on her ad and it STILL would not have converted.
My colleague Doberman Dan Gallapoo so "eloquently" put it like this: "Brilliant Copywriting Will Not Sell A Turd" In other words...
your copy -- your "sales pitch" -- is worthless if nobody first wants what your product does.
Without that "starving crowd" (as the late, brilliant copywriter Gary Halbert called it), nothing else counts.
Those fancy-shmancy sales tricks and "choke holds" taught in all the copywriting books and courses will have no effect.
And even the most compelling sales messages die on the vine.
This is the #1 reason most ads crash and burn.
If nobody wants your product in the first place, you're dead in the water no matter how "good" your advertising is.
Anyway, consider this an important "safety tip" for anyone selling anything.
As it could save you a lot of time, money and frustration.
A lesson that perfectly illustrates a nasty mistake almost everyone makes (or will make) at least once.
And believe it or not, the better your copywriting is...
the MORE likely you are to make it.
Anyway, here's what happened: Recently, a friend of mine was frustrated because her ad copy wasn't converting.
And the irony was, her entire ad -- from top to bottom -- was a persuasion masterpiece.
Her headline instantly grabbed attention.
Her lead and hook were superbly crafted.
The story behind her product was absolutely fascinating.
(It was almost like reading a can't-put-it-down novel in some ways.
) And everything else just shined and compelled readership: Her bullets, close, P.
S.
, even her order form copy.
All were "A+" start to finish.
However, nobody (not one person) bought her product despite all this brilliant copy.
"I don't get why this isn't converting," she said.
"I did everything I was supposed to!" And in a way she was right.
Everything was "functionally" correct and in the right places.
However, her real "problem" was not in the writing.
It was selling a product nobody wanted.
Frankly, you could have locked all the world's greatest copywriters in a room for 6 months to work on her ad and it STILL would not have converted.
My colleague Doberman Dan Gallapoo so "eloquently" put it like this: "Brilliant Copywriting Will Not Sell A Turd" In other words...
your copy -- your "sales pitch" -- is worthless if nobody first wants what your product does.
Without that "starving crowd" (as the late, brilliant copywriter Gary Halbert called it), nothing else counts.
Those fancy-shmancy sales tricks and "choke holds" taught in all the copywriting books and courses will have no effect.
And even the most compelling sales messages die on the vine.
This is the #1 reason most ads crash and burn.
If nobody wants your product in the first place, you're dead in the water no matter how "good" your advertising is.
Anyway, consider this an important "safety tip" for anyone selling anything.
As it could save you a lot of time, money and frustration.