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.
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..