If you’re reading this then I did write well enough and you can too. Text that is written with the intent of selling something is called copy and the person doing it is a copywriter. Picture this.. you walk into a car dealership and you’re thinking about buying a new car. A salesman walks up to you and you say “I’d like to look at some cars”. He walks to a new car and points, saying not a single word. You look at the car and say “Can you tell me about it”, he points. I think it would be safe to reason that you’d be out the door in seconds.
Words are at the heart of sales, even with that beautiful car right there in front of you, you’d never buy a car without asking a lot of questions right? So when someone comes to a web page in which you are selling something and you have a picture and little else how likely do you think you will be at selling that item?
It’s not only the facts that matter but how your words make the viewer feel. Read the following from www.ice.com and then lets analyze it.
Wrap your finger in true elegance all the while fulfilling your romantic side. Showcasing a dazzling blue topaz centerpiece in the beloved shape of a heart, this beautiful white gold ring also features several deep blue sapphires and two icy-hued diamonds. A magnificent design that is the perfect jewelry accessory for momentous occasions – especially when love is in the air!
Let’s look at the basic facts:
- Heart shaped topaz
- White gold ring
- Blue sapphires
- Two diamonds
Now lets look at all the emotional words used in this description:
- Wrap your finger in true elegance
- fulfilling your romantic side
- Showcasing a dazzling
- beloved shape of a heart
- beautiful
- deep blue
- two icy-hued
- magnificent design
- perfect jewelry accessory for momentous occasions – especially when love is in the air!
Now why did they do that? The reason is simple, no one NEEDS jewelry. Wants and needs are two completely separate things and when you need to appeal to wants you use emotions not facts. Would you buy this ring based on the facts:
- Heart shaped topaz
- White gold ring
- Blue sapphires
- Two diamonds
I don’t think so. That my friend is copy writing and the sooner you learn to speak with emotion the sooner your profits will increase.
Here are two books that I highly recommend
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