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The Copy Conundrum

by Maverick666
7 replies
The copy experts say the learning curve is great... Success takes effort, time and commitment. Read...study...write...write...study...read. Do it again... And AGAIN. In a few years you might have what it takes. After all, did you expect to get rich quick!?!?

But the very products they tout, can be achieved "overnight", in "12 weeks" or like in the ad above this post, "6,597 buyers list in 5 days."

I'm starting to see a trend and I'm wondering, how is learning the art of writing compelling copy any different from learning anything else of value, such as self improvement, dating, weightloss, photography or any other niche?

It seems that on one hand, for the products we sell, we must convey copy that entices the "croc" brain and adheres to the irrational nature of the buying process while on the other, the same gurus advise newcomers in the trade to put in the time necessary and remember "don't be unrealistic, success doesn't come overnight."

Therefore, does this create a copy conundrum whereby expectations for copy newbies and the rationality of long hours, dedication and hard work -- much like anything in life -- is inconsistent with the very irrational nature of writing compelling, persuasive copy?

Does the buyers logic really exist that far from the confines of reality?

It seems what's being sold and what's being told are two different things. What are your thoughts?
#conundrum #copy
  • Profile picture of the author Tim R
    Originally Posted by Maverick666 View Post

    It seems what's being sold and what's being told are two different things. What are your thoughts?
    This is very typical across a whole range of industries. With the proliferation of direct marketing online nowadays, a lot of copy makes unrealistic claims and uses hyperbole to try and stand out and make the sale.

    Then when you actually go through the product, the info tends to be more realistic but is often in direct contrast with what was promised in the sales letter.

    Sometimes the products that have the highest conversion rates also have the highest refund rates.

    That's the challenge... writing copy that compels the prospect to take action, but also manages expectations.

    Tim.
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    • Profile picture of the author Shadowflux
      I don't know about anyone else but I never make drastic promises in my copy. I might make a guarantee but that's entirely different.

      I'll focus on how easy it is to follow a certain course or how simple it is to use a product. I might mention how a certain service is faster and more reliable than others. If I feel the product is legitimate, I'll let the potential customer know how valuable it is.

      What I won't do is make promises we all know are unrealistic and there's a reason I don't do that. First, and foremost, it makes my copy come off as scammy which reflects poorly on me. Small time clients may want the typical back of the magazine, carnival barker type sales copy but high end clients run from that sort of writing.

      The other reason is it sets the client up for failure. Some of them may want copy like that but, as a professional, part of my job is consulting with the client and helping them get the most out of hiring me. It's bad business practice to mindlessly give a client everything they ask for without ever offering guidance. I understand copy better than they do, that's why they hired me.

      If you produce copy which promises overnight success or astronomical profit without any effort, you're letting the client shoot themselves in the foot. Solid, professional, effective copy should be an investment which continues to yield a return long into the future. It should not fool potential customers into spending money, only to have that backfire on the client when none of the promises come to fruition.

      Being a good copywriter is about more than just writing. You're there to understand the client, offer some consultation, and produce what you, as a professional, feel is the best possible material.
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  • Profile picture of the author Raydal
    Originally Posted by Maverick666 View Post

    Therefore, does this create a copy conundrum whereby expectations for copy newbies and the rationality of long hours, dedication and hard work -- much like anything in life -- is inconsistent with the very irrational nature of writing compelling, persuasive copy?

    Does the buyers logic really exist that far from the confines of reality?

    It seems what's being sold and what's being told are two different things. What are your thoughts?
    You are really addressing two different issues in this post. The only way in which
    your arguments would apply is if all copywriters wrote about copywriting. But
    they are writing to sell other products not copywriting.

    But to return to your issue of making things seems so simple, do you
    know how hard is it to write simple?

    A teacher spends years of learning how to make her lessons simple to
    understand. So it does take a lot of skill to make your product
    attractive to the buyer.

    I know that many people think that copywriting involves are lot of
    hype and exaggerations. No honest copywriter would lie about the
    product. At the same time lovers do not talk about paying bills,
    washing dirty diapers and house cleaning when they talk about
    marriage, do they? They talk about waking up in each others arms
    and loving each other until death do they part.

    Selling, I see, is like romance. The 'ugly' side is there but this is not
    the time to talk about them. So you know that you have to read
    the book and apply what you learn to see the results, but it's better
    to write about the results than the process.

    -Ray Edwards
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    • Profile picture of the author Maverick666
      Originally Posted by Raydal View Post

      But to return to your issue of making things seems so simple, do you
      know how hard is it to write simple?
      Yes, it is extremely difficult. Especially, when one is extremely detail oriented, like myself.

      Originally Posted by Raydal View Post

      I know that many people think that copywriting involves are lot of
      hype and exaggerations. No honest copywriter would lie about the
      product. At the same time lovers do not talk about paying bills,
      washing dirty diapers and house cleaning when they talk about
      marriage, do they? They talk about waking up in each others arms
      and loving each other until death do they part.

      Selling, I see, is like romance. The 'ugly' side is there but this is not
      the time to talk about them. So you know that you have to read
      the book and apply what you learn to see the results, but it's better
      to write about the results than the process.
      The experts often say sales is about educating the buyer and setting the correct expectations which understandably, is key to successful selling. And by doing this correctly, there should be very little buyers remorse.

      There shouldn't be an ugly side to a business deal. Compromise yes (pricing, terms, etc) but not unfair advantages. Aligning the needs of the market (buyers) with current market offers (sellers) in a mutually agreeable fashion, leads to a successful relationship AND a stellar reputation to boot!

      Education seems to be the method and the constraint when using copy to sell a product or educate a newbie in the industry. Could being blatantly transparent about a product -- the time and dedication required for success and full use of the product -- kill the sale?
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      • Profile picture of the author Raydal
        Originally Posted by Maverick666 View Post

        Education seems to be the method and the constraint when using copy to sell a product or educate a newbie in the industry. Could being blatantly transparent about a product -- the time and dedication required for success and full use of the product -- kill the sale?
        Unfortunately, the answer to that question is YES.

        The opposite of transparency is not lying. But if you were totally
        transparent with the buyer you would tell him that he is 85%
        (or whatever the number is) not likely to even follow through with
        using the product. That's just human nature. We would like it
        to be different but it is what it is.

        I've provided a coaching program for over 7 years now and
        90% of my students don't ever write one letter for me to
        critique. Most people don't do the work it takes to succeed
        but yet we continue to sell "success".

        -Ray Edwards
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        The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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        • Profile picture of the author Maverick666
          Originally Posted by Raydal View Post

          I've provided a coaching program for over 7 years now and
          90% of my students don't ever write one letter for me to
          critique. Most people don't do the work it takes to succeed
          but yet we continue to sell "success".
          Ray, I really appreciate your feedback. It helps me get an inside look into the industry through your experience. 85-90% failure rate though is a dismal failure compared to other industries. Imagine colleges and universities only graduating 10% of enrolled students.

          There's no doubt that if the 90% really used the product to its full potential, the success rate would be much higher. However, isn't it our responsibility to drive the market forward instead on relying on the status quo and its respective low success rate? If we can entice a prospective buyer with great headlines and killer copy, then why aren't the products/curriculum as successful as their claims? After all, isn't the long-term value proposition and the success of buyers more important to driving sales and the industry in general than short-sighted sales?
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          • Profile picture of the author DavidG
            Originally Posted by Maverick666 View Post

            Ray, I really appreciate your feedback. It helps me get an inside look into the industry through your experience. 85-90% failure rate though is a dismal failure compared to other industries. Imagine colleges and universities only graduating 10% of enrolled students.

            There's no doubt that if the 90% really used the product to its full potential, the success rate would be much higher. However, isn't it our responsibility to drive the market forward instead on relying on the status quo and its respective low success rate? If we can entice a prospective buyer with great headlines and killer copy, then why aren't the products/curriculum as successful as their claims? After all, isn't the long-term value proposition and the success of buyers more important to driving sales and the industry in general than short-sighted sales?
            All people really want is a magic wand. That's the short answer...

            But the problem is that even if you sold wishes, people would later realize that it's NOT what they NEEDED.

            Read Psycho-Cybernetics by Maxwell. Basically, he fixed peoples faces. Made them perfect, but after the fix, he noticed that they stayed miserable.

            All we really need in this world is a cave and a dead animal. Maybe a girl but even then, we'd kill for food.

            Soooooo... all in all, we're all conditioned differently. So we all have different belief systems.

            And WE or my colleagues over here, use these belief systems to sell.
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