Why make things complicated?

by 20 replies
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I've read the Warrior Forum for some time and I've saw one common trend:
Copywriting is very complicated and you need an IQ of 180 to write good copy.

That's false. As a matter of fact, copywriting is very easy, as long as you do a few things right. Let me explain that.

If there is a good metaphor, copywriting can be compared to Karate. To master Karate, you don't need to know 1000 moves. Instead, you need to do the same 3 or 4 moves 1000 times.

The same in copywriting. 20% of your knowledge and efforts will bring 80% of the results. You can learn a lot about copywriting, read hundreds of books, but that won't make you better.

Instead, if you learn how to write a personal letter, how to write a good headline, how to make your prospects desire your product, you'll get sales.

I'm a big enemy of "creativity". I think creativity sucks. I don't want my copy to be creative. Instead, I want it to be so interesting and so compelling that my prospect will buy the product (taken from the introduction of "Ogilvy on Advertising").

So why do you make things complicated? Why not keep it simple and remember ... your copy's only purpose is to sell, sell, sell. Anything else is optional.

Thanks and I'm looking forward to hear your opinions,
Howard Jackson

Copywriter, Publisher and Sales Trainer
#copywriting #complicated #make #things
  • Hi Howard,

    There is still one thing missing...and that is knowing the prospective reader.

    An example...

    You use the same selling points to appeal to one segment of your readers.

    Use the same appeal and same selling points to another segment who buy the same product or service, and it turns them cold.

    Different people have different buying criteria.

    Example would be car insurance...a boy racer would have different hot buttons than a family buying a first car for their teenager.

    The owner of a fleet of cars will have different buying criteria again to both of them.

    Still car insurance being sold.

    The seller of glass has different segments in his universe of possible buyers.
    He has broken glass repairs for home owners...broken glass for vehicles...emergency repairs for commercial premises that have been ram raided...glass supplied to wooden door makers...glass supplied to aluminium joinery makers...architech specified glass for homes...architech specified glass for commercial buildings.

    All glass.

    Different message needed.

    A garage has a different message to women than other garages.

    A rental agency appeals to recently divorced women in their 40's.

    Those two cases are from Warrior Forum members.

    You can have all the bells and whistles plus fancy decorations added to your copy,
    but completly fail, when the message doesn't match what the buyer wants.

    First job...know who is your target audience.

    All the best,
    Ewen
    • [1] reply
    • I don't agree, even for karate.

      To perfect your karate form, yes, you may need to do the same 3 or 4 moves 1000 times.

      But to use karate in action, in sparring against a real opponent, you can't simply repeat the same moves you have practiced 1000 times. You need to know how to use those moves in this unique situation, and that takes loads more practice.

      Copywriting is not like perfecting the karate form, it's like sparring against a real opponent. Every project is unique, and you can't simply repeat the same moves. That will come across as formulaic and will not convince the unique set of buyers for that unique product or service. You must be sensitive to the exact audience, the exact advantages and disadvantages of the particular offering, the buying environment and much more.

      It *is* complicated. Copywriters who think it's simple don't get very far.

      Marcia Yudkin
      • [ 2 ] Thanks
  • Hi Howard

    I agree you don't need an IQ of 180. It's about having the right SKILLS.

    And therein lies the ultimate challenge! But even DESIRE isn't really enough, if you think about it. (And no, I don't mean "action" either.)

    People desire lots of things that they don't buy, and don't ever buy.

    Don't you think making it "so interesting" and "so compelling" requires... creativity? I do. Tons of it.

    Of course, it depends on your target audience... but if your 10 nearest competitors are saying X, Y and Z... the last thing you want to be doing is saying the same thing.

    What's interesting and compelling about reading the same pitch as everybody else?

    That's where creativity comes in. I'm NOT talking about the creativity of the ad agencies. Their creativity is driven by AWARDS. A direct response copywriter's creativity must be driven by RESULTS.

    I used to work in face-to-face, direct sales, where I would go into people's homes, and 40% of the time I'd walk out a couple of hours later with an order with an average value of $7,000.

    I was trained to follow 15 steps, and those 15 steps were what led me and the potential customer to a sale.

    Yet the first three or four steps weren't anything to do with "selling" as such... because if I walked into their home and started "selling", I'd either be thrown out, or shut down.

    So first of all, you need to create the right state of mind for the prospect, in order to even BEGIN your "sales pitch".

    That is something most amateur copywriters don't do... because they don't know HOW to do it. They just "sell, sell, sell" as you put it.

    And it shows.

    A good sales letter is more like good sex.

    I was gonna go into a whole analogy, but I'll just say... ask a woman their definition of "good sex".

    That's probably how a good sales letter should be written.

    Not a guy's definition.
    • [ 3 ] Thanks
  • I can agree with some of your main points. Yes, we do overcomplicate things. It's more important to know a few basic concepts and do them well.

    And yes, creativity is overrated.

    But you kind of jeopardize your argument about creativity when you say you want to make your copy "so interesting and so compelling that my prospect will buy the product..."

    Can you tell me how you are going to do that without creativity? Regardless of whatever terms you try to disguise it in, you can't do this without creativity.
    • [1] reply
    • If anyone's jumped in a rowing boat and given it a shot you'd know just how hard it can be. Your oar moves all over the place and there's a dozen things to think about at once and you can't even master one of them!

      But watch olympic rowing and it's amazing how simple it looks. But olympic rowers have honed their technique by rowing hours a day for years and years. It' been analyzed by the best it he world and fine tuned to be millimetre perfect.

      Its funny how something done by the best in the world can look so simple. Copywriting looks so easy. And when you read sales copy that's selling like hot cakes it looks so straight forward that anyone could write it.

      But anyone without experience will miss all the details. Every word in top selling sales copy is analyzed, and every sentence has a specific purpose. From headlines, opening deck, guarantees, offers, PSs, copy clicks, persuation techniques, psychology, story telling (and on and on and on) is in there.

      Anyone can improve their advertising quite simply. But getting really amazing results...well that requires hours and hours a day, year after year.
      • [ 1 ] Thanks
  • Most of your points I agree with except this one.

    The problem with only using the same 3-4 moves repeatedly in any martial art is you become very predictable.

    Speaking from personal experience... if you're predictable in a MMA fight... a martial arts tournament... or even a street fight, you're going to get your block knocked off.

    Being predictable in your copy can cause your prospect to walk away without buying.

    A better analogy would be assess your target market, just like a MMA fighters assesses their next opponent. Find their hot buttons... what makes them tick... find out what their weaknesses are and ethically use them to your advantage.

    There isn't a single move that works everytime, especially in copy. That's why we use different types of headlines... bullets (both length and types)... opening deck copy... and closes in a salesletter. Heck, that's why we use different MEDIA for selling different products.

    Yes, sometimes copywriters complicate things by trying to be creative or cute in their copy. Sometimes they need to focus more on just trying to "sell the damn thing already".

    But it still takes more than a few moves to do it consistently, especially with different niches, different products/services, and different target markets.

    My 3 cents,

    Mike
  • Hi Howard,

    You gotta be kidding me.

    Easy? As in:
    Simple, plain, obvious, readily comprehensible or learnable, effortless, clear, smooth sailing, easy as pie, easy or as simple as..., piece of cake, pushover, a snap, cinch, a picnic, breeze, duck soup, child's play, no sweat...
    Yeah, as easy as cutting open a vein and bleeding. As easy as pushing bamboo shoots under your fingernails. Or banging your head against the wall, wracking your brain, looking for "the hook" that will make all the difference.

    Yeah, it's soooo easy. Sheesh.

    I don't know what inspired you to write such things, but it's clear to me you do not have the experience of collaborating with a business owner who treasures their relationship with his customer far more than the attitude of "sell, sell, sell. Everything else is optional."

    Oh my goodness.

    If you think I am picking on you, I am not. I appreciate you attempting to contribute. But the advice you've put forth is really "off."

    - Rick Duris

    PS: And the comment about creativity is way off too. I think Paul nailed it. I like the sex analogy.
    • [ 3 ] Thanks
  • Hmm, IF we have to say something was in the vicinity of "easy", I would say it's a simple process that requires research, practice and learning. This simple process then needs to be repeated over and over again.

    I don't think it's easy to churn great copy that produces results though.
  • The way you frame the argument, almost any profession you insert will be false.

    ... you need an IQ of 180 to be a good physician
    ... you need an IQ of 180 to be a good engineer
    ... you need an IQ of 180 to be a good lawyer
    ... you need an IQ of 180 to be a good executive

    So, scratch that gem from your list of salient points.

    And, your point about creativity -- someone conjures up a karate metaphor to prove his point about creativity being overrated -- really?

    I'll give you half a point for that one. But, only because you invoked the name of David Olgilvy and provided a quote to bolster your position.

    Ah, but then, upon further inspection, I must then take away the half point and deduct another full point because you pull only the text from Olgilvy that supports your claim.

    If you were to look at Olgivy's advertising career, you would see a man who was creative beyond all measure. A man who shaped an entire industry using his intelligence and creativity. If you disagree, please provide references and show me how this is wrong.

    Your argument lacks.
  • Almost nobody really got my point.

    The idea was - learn your craft first, you can be brilliant and creative later.

    So I don't care how creative you are if you don't know how to sell.

    Copywriting is about getting attention, create a burning desire, proving your point, answering objections and asking the sale.

    It's not about making it unique. But, that's my view on it. I know that people will disagree here just for the sake of it and just to get another potential client or two.

    That's OK with me. Whoever thinks that you need to learn your craft and sell first, before being creative, will agree with what I've said.

    The people who think that copywriting is rocket science and you need to become the next Hemingway ... again, that's your point.

    Take care,
    Howard J.
    • [3] replies
    • Howard, am I not getting your point, when the alternative to making it unique is copy others work..?

      Am I missing something here?

      All the best,
      Ewen
      • [1] reply
    • Hi Howard,

      If, by your own admission, "almost nobody got my point," what does that imply about your writing skills?

      It might be something to think about before you write your next piece.

      Clarity of communication... saying what you mean in a way that "lands" with your audience... is the most prized of copywriting skills.

      Again, I am not singling you out and I appreciate your opinion.

      - Rick Duris
      • [ 2 ] Thanks
      • [1] reply
    • I don't disagree. Without a framework for it to thrive within, brilliance and creativity don't mean much.

      Whether at school, work or a dinner party, your brilliance and creativity only shine outwardly when there is something for others to measure it against.

      If I were use metaphor to support my position, on the current popularity of shows like Ace of Cakes, I'd use cake decorating. But, I won't.

      Hemingway as a copywriter. Interesting thought. As the story goes Hemingway learned from Ezra Pound "to distrust adjectives." Advice I think he took to heart. How well that adherence would work in today's advertising, who knows? Lots of short words and compact style, though. Great storytelling too.

      I've worked with one rocket scientist. Not dumb. Not genius. Just a regular guy who loved rockets and science. Made a bundle working for Lockheed Martin.

      He tells stories about how they still "check in" on him even though he hasn't worked there for years.

      (I know you didn't mean an actual rocket scientist. When the Diet Mt. Dew courses through my veins my thoughts run wild and my writing style crouches toward promiscuous.)

      It's not a widely shared opinion around here but, I think good copywriters couple a command of language with a command of sales technique. And the great ones sprinkle in a bit of understanding about life, love and the human condition.

      (Ya, ya. You're right. The word "psychology" would have done just fine there. "I am nothing if not verbose." - quote from too many, way too many, internet writers)

      Howard, you know we agree that the craft of copywriting comprises the crafts of writing and selling (or succinctly, "salesmanship in print"). And at that, we should leave it.

      But we won't (because of my sudden rush of "non-caloric" energy and overwhelming desire to be right.)

      I put it to you that a master copywriter can neither be below the bar in intelligence or creativity ... or tenacity.

      Howard, boiled down to roots, I really don't think we're far apart.

      And that, as I've used up my daily allotment of words and caffeine, is that.

      - Matt Lashley
      • [1] reply
  • Banned
    [DELETED]
  • This got out of proportions.

    The idea was this: it's 10 time easier to transform an illiterate salesman into a copywriter compared to a academic English teacher.

    Copy is not carefully crafted literature. It's about selling. Period. I've read pieces which were very interesting but didn't persuaded me to buy the product. And I've read simple and effective landing pages which made me ask "where do I order?".

    So, my advice to all copywriters. Focus less on the bits and pieces (like the size of your header and what color you should use with your headline) and focus more on selling. Because selling is the 80 from the 80/20 in copywriting.

    Best regards,
    Howard Jackson
    • [1] reply
    • It got out of proportion because of some of the broad reaching statements you made in your OP. Instead of defending your positions, you've chosen to sidestep and throw out other statements instead.

      In a public forum like this one you will get eaten alive by making unsupported statements and claims.

      Don't think for a minute that you're being singled out as a newer member.

      Even well-known and famous copywriters have gotten zinged in this forum for not backing up their statements with proof.

      Very true. Some of most famous copywriters were high school dropouts or barely graduated. I have two degrees and one of the hardest things for me to do when I first started writing my own marketing in 1993 was to unlearn the college way of writing.

      No, Yes, and Yes.

      Sorry but I have to disagree with you on your first point. Look at any salesletter written by any of the most famous copywriter and you can see it has been carefully crafted. If you look at anything written by A-Listers like Carline Anglade-Cole, Clayton Makepeace, Jim Rutz, Doug D'Anna and so on... there aren't glaring holes in the copy... the headline and opening deck copy are solid.

      Yes, it is about selling... salesmanship in print. But no top salesman would ever get caught using the same schtick with every single prospect. They would tailor their message for the type of prospect that they are talking to.

      Yes, you can be swayed by less than perfect copy IF you are the target market and IF you are presented with the right offer.

      Targeting the right prospects and making the right offer are more important than the sales copy used.

      I mostly agree with this. It is truly about salesmanship in print.

      However, what separates the top guns from the next tier below is the additional attention to the smaller details like headline colors and header size.

      That additional attention can add 25% or more to your client's conversion rates. More importantly it will help you look like a hero to your clients.

      My 3 cents,

      Mike
  • Thanks HowardJackson, yes I totally agree with you, things always become complicated only the way we want them to be. I really experienced this many times in the past the more I make anything complicated the more it sucked and the more easy I make it the better and faster results I gain from it and that certainly includes copywriting I used to do. As you said it is all about how interesting and compelling it is to the reader, it has nothing to do with creativity PERIOD
  • I think that making things complicated is the nature of human beings. But I do think that copywriting takes a certain amount of skill to do correctly.
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