Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype.

Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action.

What are some of the common copywriter tricks that I *leave on the table?*

Here are a few to start:

* If you order in the next 24 hours, you get... (face it. If you come back tomorrow, the offer will almost always still hold)

* Get all these bonuses, valued at $999, for FREE with your $100 order (yeah, right! And who set the value of these gifts? And are they for sale, anywhere, on the open market at these prices?)

*Here's the information you requested (a GREAT statement--IF it's true-- but I get five or six a day in my e-box, from companies I've never heard of)

* Hi there, long-lost friend (and you sent it BCC?)

So why don't I like the copywriter's lies? And how do I write copy without resorting to these deceits?

Well, first of all, I believe that if I want my words to sell a product, that product should be strong enough to do so without tricking the buyer. I know that if I trick someone, I may make a sale--but I've lost a customer for life! Whereas if I show the merits, back up my claims, and focus on the way this product solves a problem, eases a hurt or fear, or satisfies a need, I will build that lifetime relationship.

Oh, and one more thing. I like to look in the mirror and see someone who is doing good for the world--and I don't think lies and trickery will accomplish that. I happen to have a gift for writing, and I use that gift to make the world better. That includes being honest with my self and with my readers.

Much of the work I do is in the publishing industry. And here, the competition is fierce. Roughly 175,000 new books are published in the U.S. each year. Most of them will fail. My job is to help my clients' books stand out in this dense crowd.

Example: I wrote a press release for a book on electronic privacy issues. Here's my headline and lead. (Another rule I broke--never use the headline as the lead sentence. It's the only time I've ever done it that way, but in this case, I think the repetition made the point stronger. Names have been changed to protect the author's privacy.)

It's 10 O'Clock--Do You Know Where Your Credit History Is?

HIBBING, MN: It's 10 O'clock--Do you know where your credit history is? How about your employment records? Your confidential medical information?

How would you feel if you found out this sensitive and should-be-private material is "vacationing" in computer databanks around the world-- accessible to corporate interests who can afford to track down and purchase it, but not necessarily open to your own inspection.

According to electronic privacy journalist and technology consultant Mortimer Gaines, this scenario is all-too-common?

No falsehoods, no hype--but a whole lot more captivating than the usual "New Book on Electronic Privacy Released by Publisher."

Without tricking people, I want to capture interest...move the reader to action...and still feel good about myself in the morning.

Yes, it can be done! I do it for clients every day, and have done so for more than 20 years.

Shel Horowitz, author of *Principled Profit: Marketing That Puts People First,* *Grassroots Marketing: Getting Noticed in a Noisy World,* and four other books, offers affordable, effective copywriting and strategic marketing planning to clients on three continents. He is the originator of the Ethical Business Pledge Campaign to change the World at http:// www.principledprofits.com/25000influencers.html. His sites at http:// www.frugalmarketing.com and http://www.principledprofits.com offer hundreds of useful articles for entrepreneurs and marketers, including the complete back issues of his FREE Monthly Frugal Marketing Tips. Shel will be glad to help you create your next press release, sell sheet, web site, or other marketing material. He can be reached at shel@principledprofits.com, 800-683-WORD.

---

Better Links Directory

The Secret to Web Copywriting Gurudom

Have you seen those copywriting gurus, working it on the... Read More

A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!

Have you ever wondered how your copy sounds to your... Read More

Copywriting and Your Five Senses

In its most basic form, copywriting is, among other things,... Read More

Increase Freelance Sales With an Online Resume!

Freelancing is a competitive business, especially in today's fast-paced, e-focused... Read More

The Write Way To Grow Your Business

Hone your writing skills to project a more professional business... Read More

Online Promotion Beats Traditional Ten-One

While traditional marketing can work for the book author or... Read More

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any... Read More

Sticky Homepage Copy in 30 Seconds

Yes indeed, that's all you've got, 30 seconds to make... Read More

Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting

Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More

Five Steps To Online Copywriting Success

One of the most important priorities of evey online business... Read More

Segmenting Your Target Audience Through Your Copywriting

Ask any copywriter what the first commandment of copywriting is... Read More

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

When it comes to search engine optimization, copywriting plays a... Read More

How To Really Connect With Your Customer In Your Copywriting

One of the least talked-about areas in copywriting education is... Read More

How You Can Find Freelance Copy Editing Jobs

Even for those with the skills needed, finding copy editing... Read More

Dont Be Satisfied With Your First Draft

Sometimes it's a struggle to figure out what's the best... Read More

Real Estate Professionals Need You to Write for Them!

Ask yourself these questions:Are you an experienced writer?Do you want... Read More

How To Write Headlines That Get Attention

No doubt, the headline is the most important part of... Read More

Ten Eye Popping, Jaw Dropping Ad Copy Secrets

In order to make more sales and get more profits... Read More

Can Anyone Succeed as a Freelance Copywriter?

This is a question that can be answered in a... Read More

How to Write Profitable Ads

Regardless of how you look at it, the most important... Read More

10 Tips for Writing Effective Web Copy

On the Internet programmers and designers rule, not the writer.... Read More

How To Find Freelance Copywriting Jobs

Your goal is to land a few nice, secure freelance... Read More

Advice From Successful Freelancers: Starting & Maintaining A Freelancer Career

For the e-book, Advice from Successful Freelancers: How They Built... Read More

How to Write Carrot-Wielding Copy!

A significant reason behind websites that fail is the lack... Read More

Stop Chasing Away Customers! Bad Copy is Your Worst Enemy

Every day, more and more of us begin new online... Read More