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Does this define copywriting?

by Raydal
10 replies
I ran into this quote recently and wondered if this was a perfect
definition of copywriting or the copywriter's job. Let us know what you think:

Dr. Michael Hurd, the author of Effective Therapy and one of psychology's canniest observers, told me. "People buy self-help books because they're looking for answers. The extreme views tend to produce books with bullet points and catchy titles that sell. . . . In general, people in our culture don't want to think through complex issues. They want to know, 'What do I do?' " And when that's the need you're trying to meet, says Hurd, "There's going to be a tendency to oversimplify."
-Ray Edwards
#copywriting #define
  • Profile picture of the author Alex Cohen
    Do we write catchy titles and bullets? Yes.

    Do we simplify complex ideas? Yes.

    But those are only two of the many techniques copywriters use to persuade. They don't come near defining copywriting or the entirety of a copywriter's job.

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

      Do we write catchy titles and bullets? Yes.

      Do we simplify complex ideas? Yes.

      But those are only two of the many techniques copywriters use to persuade. They don't come near defining copywriting or the entirety of a copywriter's job.

      Alex
      I was thinking more about the oversimplification, not the mechanics of copywriting.
      That our job is to oversimplify a problem because the prospect doesn't want to think
      through complex issues. And, fundamentally that's what selling is all about.

      -Ray Edwards
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      • Profile picture of the author ewenmack
        Originally Posted by Raydal View Post

        That our job is to oversimplify a problem because the prospect doesn't want to think
        through complex issues. And, fundamentally that's what selling is all about.

        -Ray Edwards
        You haven't sold me on it Ray.

        Best,
        Doctor E. Vile
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      • Profile picture of the author Alex Cohen
        Originally Posted by Raydal View Post

        I was thinking more about the oversimplification, not the mechanics of copywriting.
        That our job is to oversimplify a problem because the prospect doesn't want to think
        through complex issues. And, fundamentally that's what selling is all about.

        -Ray Edwards
        Sorry Ray, I can't agree with you on this one.

        Yes, simplifying the problem (if it even needs simplification) is important. But it's not fundamental.

        Insuring there's a message-to-market match. Touching the reader's emotions. Repeating back the conversation going on in the reader's mind. Being believable.

        Those are fundamental. Get them wrong, and the copy doesn't have a chance of succeeding.

        Simplification is a writing technique used to make understanding and solving the problem easy for the reader. Just like using contractions to make the copy more conversational is a technique.

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

          Sorry Ray, I can't agree with you on this one.
          Insuring there's a message-to-market match. Touching the reader's emotions. Repeating back the conversation going on in the reader's mind. Being believable.

          Those are fundamental. Get them wrong, and the copy doesn't have a chance of succeeding.
          I guess it's a matter of definition because I thought all those things you listed
          were so that my offer could be simple for the prospect to understand.

          So if there were no "message-to-market match", "touching the reader's emotions"
          "repeating back the conversation going on in the reader's mind" they would not
          understand my message. I thought you did all those things to make the message
          simple to be understood by the target market.

          That's why a great technique is comparing our products with known products.

          -Ray Edwards
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          The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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          • Profile picture of the author Alex Cohen
            Originally Posted by Raydal View Post


            So if there were no "message-to-market match", "touching the reader's emotions"
            "repeating back the conversation going on in the reader's mind" they would not
            understand my message. I thought you did all those things to make the message
            simple to be understood by the target market.
            I've read many understandable and simple messages over the years that didn't have those three things.

            Alex
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  • Profile picture of the author NeedBucksNow
    I would say you have to simplify your words in some cases to make it easier to read for most people but I have some professional articles that are highly complex & you would really have to know your stuff to understand. Take for example alot of articles about building SEO or building WordPress sites are beyond me.
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  • Profile picture of the author NeedBucksNow
    Oops, seen professional articles.
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  • Profile picture of the author Lou Roggio
    On a different note, the quickest way to describe copywriting to someone who doesn't have a clue (people often think it has to do with securing a copyright) is to simply say, "You know all those ads you get in the mail that you throw away? They were written by a copywriter..." Ahhh, they say. I think copwriting takes a creative genius. I've done some of it - some product sales brochures for companies. It's a tough position that requires a special skill. I applaud your creative juices!
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  • Profile picture of the author WebOutGateway
    Copywriters must be you-to-customer. what do you want them to catch must be abrupt. Also, it is a cycle. You made a copy to persuade someone>>> he took a action >>>then again, you'll make a copy. There's no fulfillment in there. And the bottom line, you move people. that's it. Nothing more. nothing less.
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