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What are your views on enthusiam and copywriting?

by JasonParker
11 replies
Alot of great salesmen and copywriters seem to contradict each other on whether enthusiasm helps to sell or not.

Some claim that enthusiasm kills sales. Some say it explodes your sales.

What do you think about it?
#copywriting #enthusiam #views
  • Profile picture of the author travlinguy
    I think enthusiasm is important in everything we do including writing. This might seem unrelated but it's not really. Every week there are dozens of people on the main board asking what they should market. I always suggest, something you're passionate about or at least, something you like. Why? Because then it's not really work and it comes a lot easier.

    Same goes for writing copy. When you're writing about something you know and love, the words almost magically flow out. I think enthusiasm contributes to being in the zone or in the flow.

    I don't think it's necessary to have this going on to write effective copy (or any type of writing, or art, or music, etc.) but I do believe it helps a lot.
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  • Profile picture of the author virginiad
    It seems as though the only time that enthusiasm would hurt is if your copy was too "over the top" and appeared to be phony.

    I guess that what is "over the top" would vary depending on the market. For example, in the make money online niche it seems that anything goes.

    If you were marketing to professionals, your tone would have to be a bit more subdued, but you would still have to show enthusiasm for the product or service.
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  • Profile picture of the author Loren Woirhaye
    Some bad writers gush. Unrestrained enthusiasm
    tends towards a juvenile tone and will turn
    of some buyers. It can work pretty well in
    selling to dumb people though... works ok in
    MLM if the seller is willing to say anything to
    make the sale.

    You know Joe Sugarman and things like the DAK
    catalog always oozed enthusiasm but described
    the product accurately, warts and all and
    with a guarantee.
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  • Profile picture of the author Colin Theriot
    The trick is that *authentic* enthusiasm sells. Artificial enthusiasm is something people are good at detecting, and can cast a negative light on whatever is being promoted. This is yet another reason I almost always use a problem/solution angle when I write - it allows you to use genuine and deserved enthusiasm, because if your product solves a problem, that's reason enough for real enthusiasm right there.
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  • Profile picture of the author Mark Pescetti
    If you have something that really works, why wouldn't you express your enthusiam about it?

    That being said...

    Enthusiam works like clockwork, IF you preface it with really hitting the emotions and circumstances that make the problems you solve feel like a gaping wound.

    You can't effectively draw prospects into your excitement and passion when they don't perceive you understand their issues.

    Mark Pescetti
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  • Profile picture of the author KingOfContentMarketing
    I always thought Eugene Schwartz had a lot of enthusiasm in his stuff like:

    "It means that tomorrow... you can go out in fresh or salt water...and haul in the eye-poppers with a lure that actually drives them crazy with its crippled minnow action and its dying bee sound!"

    or

    "USE THEM TO CREATE SUPER-FLOWERS! Place one tiny pellet besides each of your hydrangeas, zinneas... any kind of flower that you want super-blooms!"

    I like to refer to Schwartz if I feel my copy needs some zest!

    Yes, I used the word zest...
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    • Profile picture of the author EuroSeeker
      Hi, new here, so please forgive me if I'm a little clueless at first.

      I have to agree with the comments on enthusiasm requiring authenticity to work in any writing, copywriting or not. If the writer has no faith in a product, I think it shows. It also shows when the writer has a great love of and belief in the product.

      In a previous career doing mortgages, I used to say that the goal of the cover letters I would write was to "make the underwriter cry in a page or less." Now, I would revise that to "connect with the reader."
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      • Profile picture of the author BrandonT
        I agree with the comments reminding you to beware of false enthusiasm.

        It's far too easy for people to pick up a certain whiff of disingenuousness when you go overboard with enthusiasm. Similar to that old canard that goes something like 'A false smile never reaches the eyes'.

        Not every piece needs to make a visceral impact on the reader, nor should it be intended to.
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  • Profile picture of the author Neil AM
    I doubt you'll find anything every copywriter agrees on. Yet strangely, every one of us always thinks we're right...

    Being enthusiastic about your product is much like anything else - do it well and it'll help you sell. Do it badly and you come across like Gil Gunderson from the Simpsons.
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    • Profile picture of the author RickDuris
      Sometimes I use my enthusiasm in communication and sometimes I don't. Depends on the market and circumstance.

      For instance, when I communicate professionally with attorneys, I'm rarely emotional. Emotion to them in a professional setting is a tell of weakness or amateurishness.

      But I always internally come from a place where I'm inspired. Rarely do I write when uninspired.

      - Rick Duris
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  • Profile picture of the author laraGTN
    I agree with the earlier posts about authentic enthusiasm; copy needs to be believable. We all have our own internal BS meter and any copy that doesn't ring true will set off that meter, especially if it seems more enthusiastic than the opportunity warrants.

    There must be a connection made between what you are offering and the level of "hype" you're writing with...if that makes sense.
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