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The Common Advice Most Copywriters Should Disregard To Make More Sales
Prospects respond to your message, not the words it’s wrapped in.
When I first started with copywriting, I got the advice to “Find your voice.” I was encouraged to help my clients find their voices. I even wrote a few articles on how to find your voice. Hopefully, they’ve all been deleted by now.
“Find your voice” is really lousy advice, right up there with, “Be vulnerable.”
As Tom Kuegler wrote in an article in Medium: “You don’t read your favorite writer because they’re a master wordsmith. You read your favorite writer because their ideas are mind-blowing. “
You may have seen those experiments where people are asked to recognize their own brand of beer or cola. Usually, they can’t tell one from another, without labels.
Most readers aren’t sensitive to the marketing voices of their favorite business owners. They’re listening for stories.
You work so hard to distinguish your voice — and nobody notices. Here’s why:
Think of your reader’s eyes moving down the page, stopping along the way to ask, “What’s in it for me?”
A client asked me to write a sales letter, but “be sure to include these 2…
