Copywriting Is NOT Important When...

Owen Lee · 02-05-2012, 05:04 AM

Of course copywriting is important!

But --

Copywriting is NOT as important (as you think it is) when you're approaching the wrong audience.

I've seen people asking in this section of the forum what are the best techniques in writing headlines, what's the best font color and size, what's the best copywriting course or who are best copywriters... The impression I get is that many people think good copies are like magic.

Well, good copies can be "like magic" -- ONLY if you have the audience. Some people believe a good salesman can sell to people what they don't need, but a truly smart copywriter/ marketer knows how to find the audience before he has a killing copy.

What I've found is that even if I have a mediocre copy, as long as I have an eager audience, they would still eat it up. If you can get an offer about how to win back girlfriends in front a group of desperate men who just broke up, even lackluster copies would sell. But try to sell the same offer with dazzling copies to a group of married men...

That's not to deny you'd have EVEN BETTER conversions if you have EVEN BETTER copies, but the point I want to make is that, while many people are searching high and low for the ultimate killer copywriting tricks, they should first make sure they have the right people to show to in the first place.

And that's why I see good research and copywriting TECHNIQUES are inseperable.

Mark Andrews · 02-05-2012, 06:15 AM

Ken_Caudill · 02-05-2012, 10:58 AM

WTF is a copy?

The Copy Nazi · 02-05-2012, 11:03 AM

Quote:

Originally Posted by Ken_Caudill

WTF is a copy?

And what are "good copies"?

BTW Halbert said the above in 12 words - “Being on target is much more important than being facile with words

itsjordan · 02-05-2012, 01:18 PM

I think because copywriting is a large bulk of your sales pitch, marketers tend to over emphasise it's importance.

Mark Andrews · 02-05-2012, 03:37 PM

Quote:

Originally Posted by itsjordan

I think because copywriting is a large bulk of your sales pitch, marketers tend to over emphasise it's importance.

Care to expand on your theory?...

Daniel Scott · 02-06-2012, 03:54 AM

I think he's trying to say some marketers think copy is the "magic bullet" - that good copy will cure all their marketing woes - when in reality it's only a small (though undeniably vital) part.

-Daniel

02-05-2012, 05:04 AM	#1
Owen Lee HyperActive Warrior War Room Member Join Date: Jun 2007 Posts: 255 Thanks: 15 Thanked 19 Times in 6 Posts	Copywriting Is NOT Important When... Of course copywriting is important! But -- Copywriting is NOT as important (as you think it is) when you're approaching the wrong audience. I've seen people asking in this section of the forum what are the best techniques in writing headlines, what's the best font color and size, what's the best copywriting course or who are best copywriters... The impression I get is that many people think good copies are like magic. Well, good copies can be "like magic" -- ONLY if you have the audience. Some people believe a good salesman can sell to people what they don't need, but a truly smart copywriter/ marketer knows how to find the audience before he has a killing copy. What I've found is that even if I have a mediocre copy, as long as I have an eager audience, they would still eat it up. If you can get an offer about how to win back girlfriends in front a group of desperate men who just broke up, even lackluster copies would sell. But try to sell the same offer with dazzling copies to a group of married men... That's not to deny you'd have EVEN BETTER conversions if you have EVEN BETTER copies, but the point I want to make is that, while many people are searching high and low for the ultimate killer copywriting tricks, they should first make sure they have the right people to show to in the first place. And that's why I see good research and copywriting TECHNIQUES are inseperable.
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02-05-2012, 06:15 AM	#2
Mark Andrews SmokingHotCopy@gmail.com War Room Member Join Date: Apr 2011 Location: In Somebody Else's Shoes Posts: 1,685 Blog Entries: 2 Thanks: 1,587 Thanked 1,333 Times in 722 Posts Contact Info	Re: Copywriting Is NOT Important...
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02-05-2012, 10:58 AM	#3
Ken_Caudill Here for the Beer War Room Member Join Date: Nov 2009 Location: Chicago burbs Posts: 2,053 Blog Entries: 1 Thanks: 800 Thanked 1,280 Times in 795 Posts Social Networking Contact Info	Re: Copywriting Is NOT Important... WTF is a copy?
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02-05-2012, 01:18 PM	#5
itsjordan Active Warrior Join Date: Feb 2012 Posts: 41 Thanks: 5 Thanked 6 Times in 6 Posts	Re: Copywriting Is NOT Important... I think because copywriting is a large bulk of your sales pitch, marketers tend to over emphasise it's importance.

02-06-2012, 03:54 AM	#7
Daniel Scott The Cake Is A Lie War Room Member Join Date: Oct 2004 Location: Mackay, QLD, Australia Posts: 2,199 Thanks: 298 Thanked 685 Times in 390 Posts Contact Info	Re: Copywriting Is NOT Important... I think he's trying to say some marketers think copy is the "magic bullet" - that good copy will cure all their marketing woes - when in reality it's only a small (though undeniably vital) part. -Daniel
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