Day 12 on how to write great headlines...

Day 12 of how to write great headlines in less than 30 days

Another reason you are not making mega bucks in copy writing (and how you can)

Day 12:

In the week gone past, I spoke to you about word play and tricks you could use to improve your copy. Like I mentioned, it is just a trick; meaning that merely being clever will not get you a thunderous applause. 

For that you need soul. 

How profound! But how in the world can you and I get ‘soul’?

99 per cent of the time, we do not empathize. If it sounds good to us, we are ready to ship. And since it does not touch the consumer, the consumer moves on to the next clutter-making ad, that, once again, has no soul. And the cycle plays itself out all over again making the consumer think that ads are just a sales gimmick.  And truth be told, isn’t that what it then is: fake and gimmicky?

Having empathy, on the other hand, is winning three-fourths of the battle; you feel the consumer’s pain, her angst. And, hell, you are not making her spend her money; you are persuading her as to why that particular product is the right one to solve her problem. And having done that, she picks up the phone to talk to customer care, from where she decides whether she wants to buy or not.

Copy writing is an art in seduction, a gentle persuasion, pressing her to make that call. If you have done that, you have succeeded.

Every time you are about to ship your copy, ask yourself this: “would I buy this product, were I the consumer?” If your answer is negative, then you know what to do. If on the other hand, your answer was in the affirmative, you have a winner and are on your way to mega bucks with your big idea.

What are your thoughts on the role of empathy in copy writing? Write in your views in the space below.

For more on the big idea, tune in tomorrow.

Until the next,

Adieus!