3 Places Where Your Copywriting Should NOT Get Creative
Copywriting sometimes means keeping things simple and remembering clarity beats persuasion any day of the week.
Did you ever hear the advice:
“When you introduce yourself, don’t say I’m a life coach,” or “I’m a massage therapist,” or, “I do aromatherapy.: Say, “I help business executives deal with stress.”
The idea is, people are interested in solving problems. They don’t care about the specifics.”
That’s half true. People do want to solve problems. But they DO care about specifics. For one thing, not every solution works for all people. For another, not every solution appeals to all people. Some love massage; some can’t stand the idea.
Additionally, psychologists know that people think in categories. When they see a new food product at the supermarket, they want to know if it’s a dessert or an entree. They want to know if it’s an ice cream or a yogurt.
Creating a new category can be challenging. It’s why books that mix genres often fail to reach success. I’ve seen books claiming to be part memoir and part self-help. People looking for a memoir get annoyed at the self-help parts and vice versa. You narrow your target to readers who want both.
