The Art And Science Of Using Written Words To Influence Outcomes

The art of effective copy-writing is to develop a message based around a scientific approach that resonates with your target audience, causing them to take a mutually beneficial course of action.

It’s like taking your best sales person and embedding them directly into the words of your website, printed material, speech or video clip so that you can sell remotely any time of the day without having to be there.

There should be no need to be elusive, confuse or entertain for the sake of it, but it should educate and inform and provide the kind of real honest connection with you and your business that most written words fail to do.

Most businesses avoid the written word because they believe it to be an unworthy sales and marketing medium, yet millions of us read books that change lives because they affected the way we think or inspire us to take a new actions or directions in life.  This happens across the globe every minute of every day.

So why can’t the written word be like that in business or marketing, why do we have to dress it up like a Barbie doll in excessive outfits and make up.

I’ll tell you why its because were lazy, so lazy that we can’t be bothered to create great products and services and honestly and directly tell prospects and customers what our products and service can do for them, transparently and openly because its too much like hard work.

Instead we find excuses like people are too busy, or its too wordy or any other excuse that helps us avoid doing the work of researching, testing and evolving our communications because we don’t want to see or hear the truth.

Once again you reach for the prescription box and take out yet another quick fix marketing pill in much the same way that Barbie gets dressed up or us real folk throw on a new outfit along with a splash of the smelly stuff to lift our spirits and gives us a confidence a boost, when deep down we might be feeling a little self conscious, maybe even vulnerable.

Being able to shed the unnecessary and concealing communication layers which only confuse and mislead makes good copy-writing effective.

So what do the words in your business say to your audiences ?