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Sales copy should be like this

by Pusateri
6 replies
Most of you won't get it.

Those who do are already excellent copywriters, or on the verge.

I know. It's not in English. The words are unimportant.

So what am I talking about?

You're gonna have to think...




Unfortunately, most of the copy you find these days is like this:



...or maybe this (it's sooooo IM):



And those asking for critiques usually come with something like this:



Happy New Year!

#copy #sales
  • Profile picture of the author Alex Cohen
    Most of you won't get it.

    Those who do are already excellent copywriters, or on the verge.

    I know. It's not in English. The words are unimportant.

    So what am I talking about?

    You're gonna have to think...
    That's easy.

    Always remember to bring a disgusting handkerchief with you when singing an aria at the Lincoln Center.

    Next...

    Alex
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    • Profile picture of the author Dan Curtis
      It should have pace and rhythm.

      It should have proper dynamics, points of emphasis and points of relative silence.

      There should be an artistry to it, something that communicates beauty and feeling as well as ideas.
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      • Profile picture of the author Pusateri
        Originally Posted by Dan Curtis View Post

        It should have pace and rhythm.

        It should have proper dynamics, points of emphasis and points of relative silence.
        Exactly. When you emphasize everything, you emphasize nothing.

        And Pav is giving this hungry crowd exactly what they want, in his own style. That ovation at the end is analogous to the reader clicking the buy button at the end of a sales piece.

        The second video is all ME ME ME, answering a question that nobody asked. We see a lot of that, don't we?

        Then there's Bony M, a Caribbean disco group singing about Chicago to a European crowd. It's blind copy. All flash and no substance. The background signers are affiliates chiming in with testimonials.

        @Johnny12345 - I agree, Al Hirt's music is awesome. Just like the art of copywriting is awesome. And seeing some of what gets set to it is comical and pathetic.
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  • Profile picture of the author Johnny12345
    Ooh... I get it!

    You're trying to say that Al Hirt's music is AWESOME! (Which it is.)

    -John
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    => Need A Persuasive Sales Letter? Click Here...
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  • Profile picture of the author 0oo0
    funny how the two aside from the last one you are knocking are more successful on youtube and probably in record sales too.

    I think the first one is boring and uninteresting.

    So maybe the real answer give the buyer what THEY want not what YOU THINK they want.
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    • Profile picture of the author angiecolee
      Originally Posted by 0oo0 View Post

      funny how the two aside from the last one you are knocking are more successful on youtube and probably in record sales too.

      I think the first one is boring and uninteresting.

      So maybe the real answer give the buyer what THEY want not what YOU THINK they want.
      He's not talking about selling the music. You didn't follow the metaphor all that well.

      He's suggesting the copy be full of nuance, full of meaning behind the words. Like a good piece of music, it should have rhythm, and it should flow and build and surge. It should hit that part of people that says, "me too...that's exactly how I feel", much in the way a good piece of music does.

      To make it more clear: I may shake my ass to something flashy with a good beat, and I may even sing along, but it doesn't touch my soul and become part of me in the way a powerful song does.
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      Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

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