Miracles, by Definition (Copywriting Tip #9)

Quick Copywriting Tip #9: Better Products Make for Better Copy.

These days, when people ask for advice about how to “fix” their sales copy, the first question I usually ask is…

Does anyone actually want to buy this?

Sounds like a jerk question. Some people are offended when I ask it. I’m not trying to be a jerk. But this is THE question.

If people don’t already want the product or the result it produces, there isn’t much point in talking about the copy. There has to be at least a modicum of desire.

Example from my city (Bourbonnais, IL): How does a funeral home sell complimentary bus trips? What copy changes could make this appealing?

copywriting tip offers

Last year, there was a client I really wanted to work with. At some point during our conversation, I told the president of the company “I can’t work miracles on demand. If that’s what you’re looking for, you’ve got the wrong guy.”

Miracles, by definition, cannot be produced on demand. There are a few copywriters who come close.

Good products — products targeted at specific needs — need fewer miracles. They make copy better almost by default.

If your product doesn’t meet the market where it’s at...if no one signs up for the complimentary funeral parlor bus trip… don’t automatically blame the copy.

Find out what people want and make that. Give your copywriter something to work with.

According to Gary Bencivenga, this is the 9-word secret so powerful that it has built more fortunes than any other principle in marketing: A gifted product is mightier than a gifted pen.

Have a productive day!

P.S. Any creative ideas about how to sell those bus trips??? 🙂

Check out all 13 Quick Copywriting Tips.

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Shop Calumet City: My Introduction

I noticed the banners around town a few weeks ago.

To be perfectly honest, I thought they were not-so-subtle propaganda. Calumet City isn’t the greatest place to shop. Anyone familiar with the area knows that; outsiders would find out quickly.

About two weeks ago, a postcard mailer came out introducing the “Shop Calumet City” program. 3rd Ward Alderman Thaddeus Jones is spearheading an attempt to stimulate the local economy and support the business community here in town.

Now the banners make a little more sense.

As a Cal City citizen and businessperson, I feel compelled to comment on this program and it’s resulting effects. I plan to do so here on my blog over the coming days. I believe my gifts, expertise and experience could make valuable contributions to this effort.

As much as it will probably seem like it, I’m not attacking Jones or his ideas. But sometimes the best way to improve something is to point out weaknesses or inconsistencies, and that’s one of the things I do to help people and businesses get better at what they do. I come off harsh sometimes, the same way a trainer may seem rough on his boxing students.

I’ll be sharing my thoughts and I hope to hear from my fellow citizens in Chicago’s south suburbs and northwest Indiana. A lot of our neighborhoods are going through similar struggles. Many businesses will find insights that can help them reach higher levels of success.

If you’re interested in going even deeper, you can sign up for my email list specifically for Chicago’s South Siders. Here you go:

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