Why you should think of yourself as 'sales-detective' rather than just a copywriter?

10 replies
Ok so, who is a sales detective? I don't know what wiki says (or even says anything), but here is how I define it in my no-defying way:

A sales detective is a man, who before scribbling even a single word of copy, pulls over a villain mask and penetrates deep into his prospects needs, desires and wishes; ripping apart their flesh with bare canines, tasting and digesting them until it assimilates deep into his own blood, making him act like his own prospect.

A lot has been said on copywriting... and on the influential triggers in copywriting....or the curiosity switches...Or the colors you must be avoiding.

But haven't we lost the very crux of writing effective copy?

I strongly believe that even if someone is as lame in English-writing as a 5th grader, but he'd done his homework well, Bingo! He can write good copy.

Why?

Because he knows his prospect in and out. He knows where they hang out. He knows what language they use and what underwear they wear. He knows their deepest fears and their greatest affections.

And so he hits them hard. He hits them with ordinary but accurate words. He hits them with 70's handgun and not some sleazy laser beaming artillery.

That's why I want you to learn the crux first. And I believe, it's easier than all the other stuff that follows. Once you get the basics right, the rest will come eventually.

But do a sales detective only needs to learn about his prospect? No.

He needs to cuss out his product too...and make it strip dance in front of him. Following are some of his other jobs:

1. Hunting down every fact related to the product he is about to sell. Every small fact....even if the product look-alike was found on Mars recently, note it down. Collect all the boring figures, data and statistics too.

2. On a piece of paper, write down every single piece of benefit you can think of. Hunt down these benefits by literally studying your prospect's life...the reviews they are giving on amazon, the struggle they are sharing on instagram, the responses they are making on similar products, note it down.

3. Transform your prospect into a character name Bob, and write his story beginning from the day he was expelled out of his mother's womb to the day he found your solution.

If you get that right, you really don't need "guuruus" tips to make your cake sell. Well, you may need them for those extra toppings..

But, would you please get the basics right first?

Moral: If you are a copywriter, and you are not a sales-detective, trust me you are horse shit.

I would appreciate if other warriors could join in and expand on the argument..

Thanks
-J
#copywriter #detective #sales
  • Profile picture of the author 1Bryan
    Originally Posted by Junaid khawaja View Post


    A sales detective is a man, who before scribbling even a single word of copy, pulls over a villain mask and penetrates deep into his prospects needs, desires and wishes; ripping apart their flesh with bare canines, tasting and digesting them until it assimilates deep into his own blood, making him act like his own prospect.
    -J
    Most are really just your average dork who does deep research ...

    I'd be one of 'em.

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  • Profile picture of the author Andrew Gould
    Originally Posted by Junaid khawaja View Post

    But, would you please get the basics right first?
    The headline from your homepage:

    Turning your E.Coli Infected sick copies into
    lovable writing masterpieces that win hearts
    under 8.2 seconds* ...every time.

    *It takes 8.2 seconds to fall in love at first sight Telegraph
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    Andrew Gould

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    • Profile picture of the author DABK
      What, no credit for being the first to smear the good name of E. Coli in this manner?

      Originally Posted by Andrew Gould View Post

      The headline from your homepage:
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    • Profile picture of the author Junaid khawaja
      Originally Posted by Andrew Gould View Post

      The headline from your homepage:
      Hi Andrew,

      It's nice to see you'd to dissect into my web and look for my shortcomings (presuming you are right) just because you couldn't find something worth criticizing inside the thread.

      I appreciate that.

      -J
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      I am conducting 5 FREE copy consultations till New Year...Jump onto my bandwagon while you still can..

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    • Profile picture of the author Bill Jeffels
      Originally Posted by Andrew Gould View Post

      Turning your E.Coli Infected sick copies into lovable writing masterpieces that win hearts under 8.2 seconds* every time
      Does each "copies" come with a tetanus shot.

      Sorry dude, had too. Pretty mediocre headline. To be honest. I'm sure you could come up with something better.

      Bill

      .
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  • Profile picture of the author rehema
    When it comes to selling there are some concepts that we will have to understand so that we can have all the information that will be necessary to the buyer.

    All this information will be possible for you to have after you have gotten more details in what you are selling than selling from the surface.
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    Start Building your blog now at smartonlineincomes.com

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    Lightin' fuses is for blowin' stuff together.

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  • Profile picture of the author neshaword
    Nice one J. I have to say that I was immediately attracted by the title. You made your point with the limited number of words. So, copywriting isn't my stuff, but as a content writer I can say that the structure looks very appealing. So, you got my attention. I enjoyed a couple of moments reading your threat. Now, I will scroll and click that what more you have written so far. That should be enough, lol. Cheers!
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  • Profile picture of the author angiecolee
    Junaid, with all the just-trying-to-helpness I've got in my body:

    If you want to be a good copywriter you have got to cut the fluff. You spend so much time in extended metaphors trying to be clever that you lose the meat of the message.

    NEVER sacrifice clarity for cleverness. You can have clarity WITH cleverness. But cleverness on its own does not sell nearly as well as clarity.

    You're positioning yourself as an expert when you're making some pretty basic foundational mistakes. It could be because you're new yourself and haven't yet had a promo slap you down for those tactics you recommend on your site. But trust me when I say - with all this puffery and not a whole lot of substance, you can be spotted a mile away by people with experience.

    They're not picking on you. They're trying to help, as am I.

    Let me put it another way: if I were a journalist and submitted my stuff to an editor I respect, I would seriously doubt them if they didn't rip my work to shreds. They have years of experience and I'll gladly take the shredding to make MY work better.
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    • Profile picture of the author Junaid khawaja
      Originally Posted by angiecolee View Post

      Junaid, with all the just-trying-to-helpness I've got in my body:

      If you want to be a good copywriter you have got to cut the fluff. You spend so much time in extended metaphors trying to be clever that you lose the meat of the message.

      NEVER sacrifice clarity for cleverness. You can have clarity WITH cleverness. But cleverness on its own does not sell nearly as well as clarity.

      You're positioning yourself as an expert when you're making some pretty basic foundational mistakes. It could be because you're new yourself and haven't yet had a promo slap you down for those tactics you recommend on your site. But trust me when I say - with all this puffery and not a whole lot of substance, you can be spotted a mile away by people with experience.

      They're not picking on you. They're trying to help, as am I.

      Let me put it another way: if I were a journalist and submitted my stuff to an editor I respect, I would seriously doubt them if they didn't rip my work to shreds. They have years of experience and I'll gladly take the shredding to make MY work better.
      Hi Angie Colee,

      I appreciate what you have said. I ain't any closer to pros like you with years of reading and hands-on experience. Period.

      I haven't updated my web in a year. And I am sure not what I was a year ago. The stuff I have written in this thread is hours of hard work and creativity and not some copy-paste boring "6 ways to be a better copywriter" fluff.

      I was avoiding to comment on something other than the opinion on the thread, but your way of confronting was constructive and so I did. As mentioned, I wrote copy of that web a year ago and since then haven't got chance to tailor it according to whatever I have learned over the year. Btw, It still manages to impress cupcakes.

      I will revamp it soon. Thanks for your advice!

      Cheers!
      -J
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