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Copywriters! what are you thoughts?

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seoweb2000
seoweb2000
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I wanted to get your thoughts on the following. Do you agree or disagree?

To be able to create great copy and work intelligently with great
copywriters, there are four marketing concepts you need to learn:

1. The difference between wants and needs.
2. The difference between features and benefits.
3. How to establish a unique selling proposition (USP) for your
product.
4. How to sell the USP.
#copywriters #thoughts
  • Profile picture of the author Dan Axelrod
    Dan Axelrod
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    Hey there,

    I'd say you need a lot more than that to "create" great copy.

    As for just "working" with great copywriters, I think those four are helpful, of course.

    What makes a "dream client" for me is someone who either understands basic marketing principles enough to let me do my magic, or someone who at least is willing to suspend their beliefs about marketing to let me do my magic.

    The opposite is a client with "That wouldn't work on me!" syndrome, which we all have to deal with, but is usually pretty manageable.

    --Dan
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    How to Improve Your Sales Conversion Rate 50% to 283 %
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  • Profile picture of the author TheSalesTechnician
    TheSalesTechnician
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    Learning those things are great but it also helps to have experience.

    But with all my copywriting skills I dont think I could ever say it as good as Robin Williams...

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  • Profile picture of the author ewenmack
    ewenmack
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    Yep all good.

    One thing overides them all though.

    Know more about your target audience than
    any other marketer to that group.

    Do this and you sell in a vacuum.

    Your group of followers will be inmune to the
    advances of other marketers.

    It is these people who pay your bills and your lifestyle.

    So shouldn't it be your #1 goal to understand their
    wants, fears and ambitions?

    All the best,
    Ewen

    PS Just thought of an example.

    One bedroom apartment owner wants to rent his property.

    Ad reads "Just got divorced and need a clean spacious one
    bedroom apartment close to work?...."

    See, the smart apartment owner knows there a lot of newly
    divoced women in their 40's who want their own place to rent.

    True story from this forum.

    A member rents out apartments and 80% of them fit that catogary.

    How many people get to know their market like that?






    Originally Posted by seoweb2000 View Post

    I wanted to get your thoughts on the following. Do you agree or disagree?

    To be able to create great copy and work intelligently with great
    copywriters, there are four marketing concepts you need to learn:

    1. The difference between wants and needs.
    2. The difference between features and benefits.
    3. How to establish a unique selling proposition (USP) for your
    product.
    4. How to sell the USP.
    • Profile picture of the author Reeveso
      Reeveso
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      I agree with Ewen... it really all comes down to knowing and understanding your target market.

      However in terms of marketing - those are a good STARTING point and should be the first 4 things a copywriter learns.

      However... to me... a copywriter is not a REAL copywriter until they're a true marketing expert, not just someone with a little "general" marketing knowledge.
    • Profile picture of the author RickDuris
      RickDuris
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      As a copywriter, if you had to strip it down to its bare essence, and you wanted a success certain system, I'd learn how to do the following:

      1. Capture and hold a reader's attention

      2. Now that you have their attention, fan their spark of interest into a a fire of desire.

      3. And then channel that desire to impel the reader to take a specific action.

      - Rick Duris
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  • Profile picture of the author cparizo
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    1. It's important to understand the difference but be prepared to exploit wants.
    2. Yes. Consumers care about benefits. Features are nice, but how does that 320GB hard drive help them?
    3. Agreed. How is your product or service different?
    4. Agreed. How are you selling it?

    Originally Posted by seoweb2000 View Post

    I wanted to get your thoughts on the following. Do you agree or disagree?

    To be able to create great copy and work intelligently with great
    copywriters, there are four marketing concepts you need to learn:

    1. The difference between wants and needs.
    2. The difference between features and benefits.
    3. How to establish a unique selling proposition (USP) for your
    product.
    4. How to sell the USP.
  • Profile picture of the author hlsmith
    hlsmith
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    Originally Posted by seoweb2000 View Post

    I wanted to get your thoughts on the following. Do you agree or disagree?

    To be able to create great copy and work intelligently with great
    copywriters, there are four marketing concepts you need to learn:

    1. The difference between wants and needs.
    2. The difference between features and benefits.
    3. How to establish a unique selling proposition (USP) for your
    product.
    4. How to sell the USP.
    That's ok, but it's far from a complete list. There are a lot of things that are missing from that list such as:

    Just knowing the difference between features and benefits isn't enough. You've got to know how to communicate the benefits in a language that resonates with you target audience.

    I think knowing how to sell the USP is important, but knowing how to SELL IN PRINT is key.

    Again, I think it's a good start -- but it can definitely grow from there!

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