A writer's job is to tell the truth.

41 replies
“A writer’s job is to tell the truth.” – Andy Rooney from his last 60 Minutes “last words.”

I’ve been watching (and sporadically interacting) with this forum for about a year now.

I was attracted to this particular forum (and continue to be) because it’s one of the few places on the internet where writers converge to discuss all things copy.

It’s a great place for entrepreneurs to come and talk about the art of selling with the written word.

And there are quite a few amazing copywriters who frequent here that get it.

There’s also an abundance of wannabe-entrepreneurs posting their copy for feedback that quite obviously don’t get it.

Here’s the thing:


As writers and marketers, it’s our responsibility to flood the marketplace with dignity, honor… and truth.

It’s a representation of our very character to use the powerful written word for pimpin’ out (sorry about the expression) goods and services that actually offer value to the people who benefit.

Unfortunately…

As the economy continues to deteriorate, more and more junk is rearing its ugly head…

…Some of which we have the opportunity to witness here first, as people looking to make a buck insist on asking for feedback on stuff that quite frankly should never penetrate the marketplace to begin with.

That’s a shame.

I’m fortunate to have positioned myself well enough to get a lot of interest from entrepreneurs who want to use my copywriting services.

However, I can’t you how many times people email or call me looking for help to sell their product or service that SHOULD NEVER SEE THE LIGHT OF DAY!

As a writer, I can make a pile of dog excrement look shiny and appealing… as a lot of gifted copy-slingers on this forum can.

That being said…

…I don’t believe it’s honest to sell something that you don’t REALLY believe offers a genuine SOLUTION to whoever the target niche would be.

I mean, really, how many 8 page “ebooks,” crappy MLM supplements, or “guaranteed money-making formulas” can the internet possibly withstand?

So…

…Here’s a quick question-filled checklist you should reference before starting to write about your product or service (or asking for feedback from copywriters on this forum):

***Does my product or service provide an authentic solution to the people I want to positively affect?
****Can I express or communicate the unique value of my solution is a way nobody has before?
*****Am I willing to adequately invest in my solution to maximize its potential impact?
******Am I capable of providing the necessary time to write the copy myself or hire the right professional who will begin as soon as he or she possibly can?

I’ll put it this way…

…If you don’t personally value and BELIEVE in the product or service you want to broadcast to the online universe enough to invest money into getting the project live, why are you even bothering at all?

There’s always a way to get your vision funded.

As long as it’s YOUR VISION!

And remember, while it’s a copywriter’s job (whether it’s you or someone you hire) to persuade your prospects to BUY NOW… if what you’re offering is a REAL SOLUTION, the copy simply needs to convey TRUTH.

The truth is powerful…

…And can inspire prospects to buy in a much more original way than using copy as a way to talk up something that has little or no REAL value.

Cheers!

Mark

P.S.
It’s the first real cold, rainy day here in Mt. Shasta CA. I get a little more introspective in this kind of weather, especially when it first hits.
#job #truth #writer’s #writer’s
  • Profile picture of the author Azarna
    Well said, sir.
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  • Profile picture of the author shunks
    Good content and products will win in the end.

    But you can not get rid of the low quality sites/products in the internet, as they are coming out the ground like mushrooms.
    But will be gone as fast as they have come.
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  • Profile picture of the author JimBetrue
    Great points, Mark.

    BTW, I was born in Mt. Shasta and lived in the area through high school.
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  • Profile picture of the author Studio13
    I believe truth, like beauty is in the eye of the beholder. And yes, well said mate.
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    • Profile picture of the author bphalen7
      hahaha. cold weather does that to me too two thumbs up
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    • Profile picture of the author Pusateri
      Originally Posted by Reflection Marketing View Post

      "A writer's job is to tell the truth." - Andy Rooney from his last 60 Minutes "last words."
      Not sure that applies to all genres of writing, but it's very Hemingway.

      I do believe a copywriter's job is to SELL the truth. To make the truth about the product as interesting, exciting and irresistable as his or her skills allow.

      Originally Posted by Studio13 View Post

      I believe truth, like beauty is in the eye of the beholder. And yes, well said mate.
      Can't go there regarding truth, at least for things in the exterior, objective world. A thing is what it is. It has concrete attributes. If it is made of metal and I believe it to be wood, then my beholding apparatus is fouled or deceived.

      Beauty is indeed in the eye of the beholder, but the vast majority of beholders, across all cultures, find symmetrical faces and pastoral landscapes beautiful.

      That doesn't mean there aren't lucrative beholder niches that go for scars and desert scenes. As copywriters, the better we know the particular beholders we are writing for, the more successful we will be.
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  • Profile picture of the author laurencewins
    I totally agree. I don't write for clients if I don't believe in what they're doing.
    I had a client who wanted something done that was really deceptive and I refused.
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  • Profile picture of the author gudrunsmith
    You know the true is may slower on the beginning, but it will stand the biggest storm, lies may bring fast results, but in the same time they are fast gone again when the wind comes.
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  • Profile picture of the author HostWardJohn
    I do agree, good content is always going to get you further on the Internet. There is nothing that I hate more than when someone asks me to write fake reviews on a product for them. It is not only immoral, but it is just plain ignorant on their part.
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  • Profile picture of the author Alex Cohen
    Originally Posted by Reflection Marketing View Post

    “A writer’s job is to tell the truth.” – Andy Rooney from his last 60 Minutes “last words.”
    That's an odd thing for him to say considering he's been giving his opinion all these years on 60 Minutes. Opinion is not necessarily truth.

    As writers and marketers, it’s our responsibility to flood the marketplace with dignity, honor… and truth.
    If you really believe this, you're in denial.

    The instant persuasion is added to the equation, compromises start.

    For example, when you tout the benefits of a product, do you also list the disadvantages with equal enthusiasm? If not, why not?

    (I understand that sometimes we make a "damaging admission" but let's face it, those times are rare.)

    The point is, once you don't provide a complete picture, then the issue of truth becomes a bit murky.

    A lawyer's responsibility is not the truth. It's to get his client off. Likewise, our responsibility as copywriters is not the truth. It's to make sales for our clients.

    I'm not saying "lie". I'm just pointing out that "truth" can be a cloudy issue.

    Alex
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Alex Cohen View Post

      Likewise, our responsibility as copywriters is not the truth. It's to make sales for our clients.
      That's absolute nonsense!

      If the product or service REALLY offers an authentic solution to the prospect reading the copy, the marketing simply needs to compellingly convey that TRUTH.

      I'm talking about certifiable solutions here, not your run of the mill b.s. weight loss type stuff.

      I think part of the problem - a big part - is that fewer and fewer solutions are being offered. In their stead are products that simply don't have enough value to stand on their own, requiring writers to contrive said value in manipulative ways.

      This speaks to an even bigger problem...

      ...Where are the inventors who have the vision and ability to create life-changing products?
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      • Profile picture of the author Alex Cohen
        Originally Posted by Reflection Marketing View Post

        That's absolute nonsense!

        If the product or service REALLY offers an authentic solution to the prospect reading the copy, the marketing simply needs to compellingly convey that TRUTH.

        I'm talking about certifiable solutions here, not your run of the mill b.s. weight loss type stuff.

        I think part of the problem - a big part - is that fewer and fewer solutions are being offered. In their stead are products that simply don't have enough value to stand on their own, requiring writers to contrive said value in manipulative ways.

        This speaks to an even bigger problem...

        ...Where are the inventors who have the vision and ability to create life-changing products?
        Wow, you completely ignored my argument in your reply.

        Simply stating that my argument is "absolute nonsense" without addressing the two questions I asked isn't cool.

        So I'll ask 'em again:

        When you tout the benefits of a product, do you also list the disadvantages with equal enthusiasm? If not, why not?

        Alex
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        • Profile picture of the author Mark Pescetti
          Originally Posted by Alex Cohen View Post

          Wow, you completely ignored my argument in your reply.

          Simply stating that my argument is "absolute nonsense" without addressing the two questions I asked isn't cool.

          So I'll ask 'em again:

          When you tout the benefits of a product, do you also list the disadvantages with equal enthusiasm? If not, why not?

          Alex
          If there's something radial to hide that would blow a ton of sales, why would you waste your time pitching the product?

          For instance...

          I wouldn't touch pharmaceuticals.

          The side effects far outweigh the benefits.

          And the entire premise of treating your health with a band aid, rather than discovering and healing the core problem is asinine.

          Bottom line...

          I don't spend time dwelling on disadvantages.

          Astute customers or clients can always feel the difference when something is for real... or not.

          And I realize that last statement might not resonate with you...

          ...But feeling is what it's ALL about.

          If I've done my job, they'll buy.

          However, if it's not for them; if all the ways I've chosen to animate the product doesn't inspire them to press the buy button, so be it.
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          • Profile picture of the author Alex Cohen
            Originally Posted by Reflection Marketing View Post


            Bottom line...

            I don't spend time dwelling on disadvantages.
            Which means you're not telling the complete truth in your copy.

            Not saying it's bad or it's wrong... just flavoring your gumbo with a little reality.

            Alex
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  • Profile picture of the author travlinguy
    The truth is important and so is integrity but by no means is truth the copywriter's primary job. Imagine you say something about your product like:

    "It's so easy, even a child can do it.*

    If truth were your primary job or duty your copy would be loaded with silly little footnotes like...

    *The above statement is not indicitive of all children. Most children could probably do this. However, there are some children who would actually have no chance in hell of doing it or anything close.

    Sound ridiculous? It is. And so is the notion that truth is the primary job of a writer. Selling is the copywriter's primary job.

    I'd actually agree that every writing assignment should reflect ingegrity and honesty. But I do not agree it's the writer's main goal.
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    • Profile picture of the author Alex Cohen
      Originally Posted by travlinguy View Post

      The truth is important and so is integrity but by no means is truth the copywriter's primary job. Imagine you say something about your product like:

      "It's so easy, even a child can do it.*

      If truth were your primary job or duty your copy would be loaded with silly little footnotes like...

      *The above statement is not indicitive of all children. Most children could probably do this. However, there are some children who would actually have no chance in hell of doing it or anything close.

      Sound ridiculous? It is. And so is the notion that truth is the primary job of a writer. Selling is the copywriter's primary job.

      I'd actually agree that every writing assignment should reflect ingegrity and honesty. But I do not agree it's the writer's main goal.
      Thank you. Good to see at least one copywriter here who's not in denial.

      Alex
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    • Profile picture of the author Mark Pescetti
      Originally Posted by travlinguy View Post

      The truth is important and so is integrity but by no means is truth the copywriter's primary job. Imagine you say something about your product like:

      "It's so easy, even a child can do it.*

      If truth were your primary job or duty your copy would be loaded with silly little footnotes like...

      *The above statement is not indicitive of all children. Most children could probably do this. However, there are some children who would actually have no chance in hell of doing it or anything close.

      Sound ridiculous? It is. And so is the notion that truth is the primary job of a writer. Selling is the copywriter's primary job.

      I'd actually agree that every writing assignment should reflect ingegrity and honesty. But I do not agree it's the writer's main goal.
      Totally depends on what I'm selling.

      But yeah, I'm definitely more of an inspiration over persuasion kind of guy.

      Notwithstanding...

      I can totally make a statement like, "The only way you can't make money with this software... is NOT using it."

      That's a real line I've used (or something like it)... and it was true.

      It's only a lack of imagination that makes a writer think or believe they have to attempt certain tactics to produce massive sales.

      And that certainly can be true if that's your mindset.

      However, I'm of the belief that there's always room for sincerity (or truth)...

      ...which by the way is a MAJOR trigger for inspiring someone to purchase.

      After all...

      If your copy can EARN people's trust, it'll convert wildly.
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  • Profile picture of the author sanjaypande
    Originally Posted by Reflection Marketing View Post

    "A writer's job is to tell the truth."
    Fiction writers are not doing their job. They should be spanked!

    I know ... I know ... you meant copywriters (I'm nitpicking).

    If copywriters were to operate like lawyers - what would this world come to?

    Oh wait, some of them do ...
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  • Profile picture of the author John_S
    “A writer’s job is to tell the truth.” – Andy Rooney from his last 60 Minutes “last words.”
    I am confused. Did you mean this Andy Rooney that makes stuff up?

    Well then, maybe you mean journalists in general? I'd check out the movie Absence of Malice.



    Then read up on journalism's lapses during the leadup to war(s). Not abberations. Not a few bad apples. The industry.

    The financial meltdown. An assortment of failures to report on big business.

    Then there is the phenomenon of the tabloidization of the news, a.k.a. infotainment.

    Then maybe some books on the journalist's blind spot when it comes to a story. When the story is better than the truth, they print the story. Because if it bleeds it leads is not something funny Jon Stewart would say.

    Journalism found out long ago, if you want to lie, you don't do it youself. You report the fact someone said the lie you want to tell. The fact someone said something is absolutely true, no matter if what they say is false.

    Shoddy research. Lies of omission. Bald faced lies. Gossip. Rumor. Innuendo. Slant. And, why yes, extravagant exaggeration, spin, hype. By comparison, copywriters come off lilly white.
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  • Profile picture of the author max5ty
    Speaking of telling the truth...

    Remember Don Lapre?

    The guy who started placing classified ads out of his 1 bedroom apartment?

    His last venture was "The World's Greatest Vitamin"

    He committed suicide in an Arizona jail cell yesterday just days before his multi-million dollar fraud trial was to begin -- he was charged with 41 counts dealing with his vitamin thing.

    Many were saying that the claims he made about his vitamins were untrue.

    Always make sure you can back up your claims.
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    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by max5ty View Post

      Speaking of telling the truth...

      Remember Don Lapre?

      The guy who started placing classified ads out of his 1 bedroom apartment?

      His last venture was "The World's Greatest Vitamin"

      He committed suicide in an Arizona jail cell yesterday just days before his multi-million dollar fraud trial was to begin -- he was charged with 41 counts dealing with his vitamin thing.

      Many were saying that the claims he made about his vitamins were untrue.

      Always make sure you can back up your claims.
      I read this this morning elsewhere Max. Was thinking about posting it up but figured somebody else would sooner or later.

      How much did he make on his vitamin 'wonder pill'? Just over $50 million wasn't it? Correct me I'm wrong.
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      • Profile picture of the author max5ty
        Originally Posted by Mark Andrews View Post

        I read this this morning elsewhere Max. Was thinking about posting it up but figured somebody else would sooner or later.

        How much did he make on his vitamin 'wonder pill'? Just over $50 million wasn't it? Correct me I'm wrong.
        It was 51.8 million.

        Here's his official website, and a message he posted about it.

        http://donlapre.com/
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  • Profile picture of the author RHert
    Sounds like there's a bit of a battle going on.
    I think there has to be truth in copywriting or you're going to get a lot of people who want a refund. That said it's also our job to make the product appealing.
    Have any of you ever heard of truth in fiction. That's what we do. Fiction writers realize that their story must have some truth in it. Generally this happens with the interactions between the characters even if everything else is a figment of their mind. Even with those figments they have to be believable.
    As copywriters the same can be said for us. You can make a million promises have your prospects clicking through like crazy, but if the product falls flat then you're going to have people refunding. Put appealing truth to a product that is worth having and you'll keep a lot more of your money (or your clients).
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  • Though I wholly agree with your statement - it is very idealistic.

    Look out your window most days Mark (though I guess not today), Mt. Shasta looks like you can almost reach out and touch it - but like idealism, it not that close. The reality is that it is way off in the distance...it only looks easy to reach - and getting there is harder than it looks.

    It ultimately should be everyone's job to tell the truth when the truth needs to be told.

    I wish it were that simple - we would all not be like Diogenes looking for the honest man...

    Unfortunately, (and please excuse the analogy) Copywriters are like Lawyers, we represent clients to the best of our ability...some can afford to choose only the innocent...some defend the "not so innocent". In both cases, we strive for a positive outcome.

    Andy Rooney is a columnist, and he can spin it anyway he wants...we often do not have that luxury -

    He was also once a writer for Radio and TV, and like all copywriters - I'm sure there were many times when he was required to make a silk purse out of a sow's ear.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by MoneyMagnetMagnate View Post

      Though I wholly agree with your statement - it is very idealistic.

      I wish it were that simple - we would all be Diogenes looking for the honest man...

      Unfortunately, (and please excuse the analogy) Copywriters are like Lawyers, we represent clients to the best of our ability...some can afford to choose only the innocent...some defend the "not so innocent". In both cases, we strive for a positive decision.

      Andy Rooney is a columnist, and can spin it anyway he wants...we do not have that luxury -

      He was also once a writer for TV and Radio, and like all copywriters - I'm sure there were many times when he was required to make a silk purse out of a sow's ear.
      If copywriters are like lawyers...

      ...Then there are ambulance chasers and rainmakers.

      Who are you?
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  • I would like to be the rainmaker, but making rain is also not as easy as it looks.
    (rainmaking might not the best analogy for us to use, since it also used to be associated with quackery)

    I was speaking subjectively about idealism in all of us. Truth, like idealism, is based on perception.

    A writer writes to persuade people to think the way he wants them to - to relay a perception.
    Reality or fantasy, objectively or subjectively, to persuade as best they can.

    Though (if noble), we do not seek to chase an ambulance, like the ambulance itself, emergencies present themselves and they must be addressed, and problems repaired in the best way possible .
    Even a doctor has an oath to his profession he sometimes may question.
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    • Originally Posted by Ken_Caudill View Post

      No, it isn't. Blindness does not negate the existence of color.
      But it essentially does to that person. Color is also a perception...(excuse the pun :rolleyes it's not all black and white - he does not see it, he can only go by what someone tells him it looks like.

      Let's all try this argument by using the subject of Santa Claus as seen in the eyes of a three year old - what will you tell him?
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      • Profile picture of the author Azarna
        When writing advertising it is a fine line between being totally truthful and presenting your products in as good a light as possible.

        So if you KNOW that there is a product available that does what your's does, but better, you are clearly not going to say that, it would be business suicide. Instead you concentrate on saying what makes your product good in its own right.

        Tesco are never going to say 'our ready meals aren't as good as Waitrose's' are they? Instead they will talk about what good value they are for the price, or how they use fresh ingredients etc. They tell the truth, they just don't shoot themselves in the foot.

        A copywriter needs to be concentrating on the positive aspects of a product, but not lying to hype them up. If you say 'This is the number one product for...' then really you should have some evidence ('as voted by readers of X magazine' or whatever).

        A certain amount of common sense can, I think, be assumed without being dishonest. Saying 'an 8 year old child could do this' is honest if you truly believe that the average eight year old could indeed do it. Sure, you have to define 'average' there. If you can't then perhaps you need a different phrase?

        I like to think that consumers are on the whole of average intelligence or higher (logically, as those of seriously sub-intelligence are unlikely to be using the internet). If you say 'This product will take the strain out of sorting your yearly tax returns' then it would be pedantic and childish to say 'well, even using this product I still have to walk to the postoffice to post my tax return so it doesnt take the strain out at all'. I think it is fair to assume that the majority of consumers will understand the generalisation of a sentence like that and take it in the desired light.

        So overall yes, I strongly feel that copywriters should be honest - in that they shouldn't lie. But a bit of common sense and acceptance that the copy only exists to try to help sell a product needs to also be born in mind. This shouldn't lessen one's integrity though.
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    • Profile picture of the author Studio13
      Originally Posted by Ken_Caudill View Post

      No, it isn't. Blindness does not negate the existence of color.
      This is an old argument. If something exists outside of your perception and/or awareness, than it doesn't exist to you. You don't know what you don't know.

      You could argue that because I can see it, and you can't -- it is there. But try to convince people that a picture of a rabbit is really a picture of dinosaur. Just because your perception insists it's a dinosaur, doesn't change their perception that it is indeed a rabbit.

      This is why truth is subjective. The "objective" reality is a collective subjective reality that is generally agreed upon. Remember when flight was impossible, and the Wright Brothers changed that objective 'fact' in the collective mind? To those who have never seen a plane fly, flight is still impossible and this is their reality.

      I don't care anymore what is 'true' or not. Because it is our minds, our awareness and our beliefs that make something true. How many people have been indoctrinated into praying to a Myth? Try to tell them that myth isn't true, and watch their horns come out.

      Bottom line, if I said the sky is blue -- the response ought to be who's sky, what shade at what time of day from what point of view? You see, the sky isn't always blue, and the truth is never always true -- so again, what does truth mean to you?
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      • Profile picture of the author Studio13
        Originally Posted by Ken_Caudill View Post

        Truth is never subjective. Perception, by definition, is. Perception is not truth.

        Don't confuse the two.

        If you are unconcerned about the truth, that is your choice.

        I only commented because this common perception is a shibboleth among the ill-educated --and it rags my ass.
        I understand. But do you understand all truth is subject to perception? The two are intertwined and inseparable. This is the same as saying Light is not Darkness, they are opposite by definition. But the definition of either relies solely on contrast of the opposite. No good without bad, no God without the Devil. No Truth without Perception.

        Ill-educated is a low blow. I graduated with a degree in the 'objective' sciences. Science, the pursuit of truth right? After years of education, I fell back to the axiom of Einstein when he quotes:

        "Whoever undertakes to set himself up as a judge in the field of
        Truth and Knowledge is shipwrecked by the laughter of the gods."

        However friend your entitled to your opinion free from the judgement of others. Rock on =)
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        • Profile picture of the author Studio13
          Originally Posted by Ken_Caudill View Post

          Belief cannot make a thing true.
          I would assert that belief is the only thing that makes something true. Again, we share different perspectives here, and I believe my truth as much as you do yours.

          Originally Posted by Ken_Caudill View Post

          This discussion is pretty much beyond the parameters of this forum. Id' be happy to continue it via PM if you want, but this is the last I have to say about it here.
          Agreed. No pissing match intended, but discussions like this I do enjoy because sharing opposite points of view give us the opportunity to consider something new.
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  • Profile picture of the author John_S
    This is an ideal way to keep the topic from being about improving products and services, and gathering important insights into the customer psyche for understanding just what amounts to a worthwhile improvement and what doesn't.

    So the copywriter doesn't need to lie his *** off just to get a sale.

    Well played gentlemen. Well played.


    P.S. My perception of reality -- while not being reality itself -- could still whip your perception in a fight. ...Of course, it wouldn't be a real fight, but still. You know, because we're that far off topic with this.

    P.P.S. Tune in next week kids! Pin dancing!!!
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  • Profile picture of the author ChartTraderZ
    Tell the truth?

    Really?

    If marketers would tell the truth you wouldn't have McDonald's, Coca Cola, Cigarettes and many many others.

    Nobody tells the truth in marketing. Everybody is selling us **** day in, day out.

    That's the world you live in. And that includes media that sells us phony ideas that distract us from the truth.

    If you want to speak the truth in your sales pages, you are more than welcome .. and that can even help you as people respect you more and your authority grows. But I've seen enough scam marketers make a ****load of money whilst the honest ones hang way back.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by ChartTraderZ View Post

      Tell the truth?

      Really?

      If marketers would tell the truth you wouldn't have McDonald's, Coca Cola, Cigarettes and many many others.

      Nobody tells the truth in marketing. Everybody is selling us **** day in, day out.

      That's the world you live in. And that includes media that sells us phony ideas that distract us from the truth.

      If you want to speak the truth in your sales pages, you are more than welcome .. and that can even help you as people respect you more and your authority grows. But I've seen enough scam marketers make a ****load of money whilst the honest ones hang way back.
      You know, you brought up a point that should have full disclosure.

      McDonald's absolutely must reveal what grade their meat is for the public to ingest.

      It's amazing that the FDA would allow meat to be sold that according to a multitude of independent studies is just one grade above dog food.

      While that information would be absolutely devastating to their marketing:

      "Come to McDonald's and engorge yourself with our world famous Big Macs... and bring your little dog too! (voiced by the Wicked Witch) Because our meat is really more suitable for your four-legged friend than you!... Ba Ba Ba Ba Ba I'm Lovin' It!"

      Seriously though, some studies even suggest they use Grade E meat.

      That's below what we give our dogs.

      OF COURSE you'll never see that in their marketing...

      ...What's sad is they aren't stricter standards set forth by the FDA to protect people from their own ignorance... like believing a multi-billion dollar corporation's marketing when they say their food is, well, edible.

      By the way, our schools use Grade F meat in their tacos.

      Why do you think they wouldn't let Jamie Oliver in to critique what they serve?

      Warning: Marketing Kills!
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  • Profile picture of the author EricMN
    The off topic is connected with the on topic. . . Let me lay it out

    I'm in the same school of thought as Ken -- truth is truth. But it's more like this:

    A subjective truth has another word. Belief.

    If one person see's something as red but another person sees it as grey (due to colour blindness of a particular kind), which is true?

    You already lost because you're looking at it wrong. It's approx 660nanometer wavelength of electromagnetic energy, regardless of what you call it in common tongue.

    Truth only becomes subjective insofar that it is ILL-DEFINED.

    BUT. . . If statements are ill defined then whose truth are we playing to as copywriters? We aren't. . . we're playing to their beliefs.

    And that's the point.

    So it's our duty to tell the truth, maybe. But it's our job to appeal to theirs.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by EricMN View Post

      The off topic is connected with the on topic. . . Let me lay it out

      I'm in the same school of thought as Ken -- truth is truth. But it's more like this:

      A subjective truth has another word. Belief.

      If one person see's something as red but another person sees it as grey (due to colour blindness of a particular kind), which is true?

      You already lost because you're looking at it wrong. It's approx 660nanometer wavelength of electromagnetic energy, regardless of what you call it in common tongue.

      Truth only becomes subjective insofar that it is ILL-DEFINED.

      BUT. . . If statements are ill defined then whose truth are we playing to as copywriters? We aren't. . . we're playing to their beliefs.

      And that's the point.

      So it's our duty to tell the truth, maybe. But it's our job to appeal to theirs.
      "Any resemblance between your reality and my reality is purely coincidental."

      Yup, belief (and judgment) are what define one's reality.

      As a writer, if you can identify the predominant beliefs of the people you're marketing to, you've got the ability to use Jedi Mind Tricks on your intended audience.

      Use your powers carefully... and yes, always aspire to speak the truth.

      By the way, if you only take on clients with original, proprietary products (or services), speaking the truth is easy.

      Someone who is pimpin' out a crappy product can only infect their intended audience if a copywriter who wants the money enough is willing to put pen to paper (or fingers to keyboard.)

      No judgment. I've done it myself plenty of times... in the past.
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      • Profile picture of the author Irish Intuition
        Almost all sales copy has embellishment within its words

        There are cops, doctors, Presidents, Priests and every other
        profession that has those whose moral compass is a little
        out of whack. Copywriters will not be the second coming...

        Announcing that this face goop as a 'face-lift in a jar' is
        for the most part, bs. But that is the universal language
        in advertising land.

        Warrior is flooded with desperate people who decided
        to write copy yesterday. So if some dude asks him
        to write a sales page for "grow a ten incher in 7 days",
        there is no way to tell the truth... but this guy who is
        terrified of living in a box (or getting a 'real job') will
        say anything to get that $97 in his account - today.

        It will never change. It's not right sometimes, but this
        world is got A LOT more problems than someone selling
        a $37 crappy product to desperate people.

        IMHO
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