Small businesses: Replace catchy slogans with profitable stories.

Copywriting with the goal of “catchy” writing rarely delivers results and can actually backfire.

Some years ago I signed up for a highly respected coaching program. I did learn some important lessons from them. But, as with all advisors, I also learned what NOT to do.

One assignment was to come up with ideas for a new product that could be a signature product. I presented some ideas to the group. The coaches encouraged me to chose one idea, saying, “I like that. It’s catchy.”

As I began working on this idea — even creating a short course — it became obvious that this idea might be catchy, but it was all wrong for me. I couldn’t find a way to tie it to a problem.

Even worse, it didn’t fit the way I market my services.

At that time I hadn’t figured out the five story archetypes. If I had, I’d have known: this idea would work well for Celebrities but definitely not for me.

Recently I came across a headline from a blog post on the Grammarly site: How to Write A Catchy Headline in 1 Minute and 7 Seconds.

This headline might get the attention of some readers…if they weren’t familiar with basic copywriting principles. Savvy clients will know that…