Red Hot Copywriting

This happens to me more with service professionals than any other group. I'll write strong targeted copy to one person and they insist on watering it down to be less than stellar. Their reasoning? Sounds too "salesy." Excuse me? Copy is salesmanship in print. It's purpose is to sell - not like a used car salesman, but there are proven methods of selling that continue to work...and that's why we still use them. Also, no one is going to read BORING copy. So get out of your own way and trust someone who knows what she's doing. :-) Seriously, studies show over and over that while people may not feel they want to be "sold," if blah language is used, it doesn't even get read.

Another reason - they don't want to alienate any potential clients. Trust me, the exact opposite happens. First of all, there are millions of potential clients. You don't need ALL of them. There are plenty to go around. If I were to shout your name out in a crowded airport, chances are you'd turn around. It's the same with copy. If copy resonates strongly with the reader, he or she will pay attention. For example, Volvo targets to one person - a 35 year old mother of two. Does that mean single women don't buy Volvos? That fathers don't buy Volvos? Of course not! But when you use the spray and pray shotgun approach, you DON'T have targeted copy. And trust me, that's when you're NOT going to get the sale. So don't complain if you change the copy to be something weaker and then don't sell as much as you'd hoped.

Please forgive my ranting. I'm done now. :-)