When illustrating who or what a copywriter is, Robert Bly stated in his book that they are the salesperson behind a typewriter – now computer. What we do is we convince our prospects (the readers) to buy a particular product or engage a particular service. But that is just a general overview.
As a copywriter with some experience, I can deduce that we’re not exactly selling the products or services. Rather, we sell the idea of having the particular product or using the service.
Consider: we sell the idea of successfully trading foreign currencies, not trading currencies per se. Or how it’s like to live in a mansion, not the mansion itself.
In an investment kit I wrote earlier this month, the purpose of it – while to convince investors – was to sell the developer’s ideas. Supported by the visuals and layout, the fact of the matter is I’m writing to sell the idea of conducting your business in this particular development.
It’s not that I or my fellow copywriters are lying or deceiving. We’re just translating the features of the products or services into benefits. For example, I’m sure you are more interested in getting the ideal bodyweight and figure in a conducive environment rather than know a gym is air-conditioned, has 10 workers at any one time, supported by 5 cleaners in its two storey unit equipped with so much so exercise machines and weights.
Let’s do an exercise. When you read an ad in the billboards, papers or magazines, or come across one in the cinema, television and radio, what are they really trying to sell you? The idea of using the product or service, or the product or service itself?
Don’t forget to share your experience! Just comment this entry.
Posts
