COPY RULES!

When I say, “Copy Rules,” I’m not talking about the “rules of good sales copy.” What I mean is, in advertising, “good sales copy rules the day.”

In other words, “Copy is king!”

Okay … maybe I’m a little biased. After all, I’m a copywriter.

Then again, I’ve learned the most important ingredient in virtually any marketing campaign is the sales copy. These are the words used to spark emotions in your buyer.

When you’re in business, this truth needs to saturate you. You can never get enough of it.

Just how important are the words your customers read? Very important.

Just when you think you’ve heard it all before, it pays to go back and re-visit a fundamental principle of direct advertising: “Your sales copy can make the sale … or stop it dead in it’s tracks.”

You can’t (or at least you shouldn’t) ever just cobble together some words, and throw them into an ad. That’s like flushing money down the toilet.

Let me illustrate with a personal story …

A few years back, I needed to paint an outside shed. (After 8 dreary winters, I figured it was time).

The shed sits in my backyard. One side of it gets a lot of shade from my house. And the other side of it faces our garage, so this side is often shaded too.

The lack of sun leads to dampness. Since these 2 areas don’t dry out fast after a rain, the wood is a breeding ground for mildew.

I’ve watched mildew stains form on the back of this shed ever since we’ve owned the property. You get the idea.

Needless to say – - I had lots of prepping to do before re-painting. But by the time this prep work was half over, I wanted this project to be OVER.

The shed needed a new primer coat of paint. But how long would it take for this primer to dry? And would it take care of the mildew issue?

I already had finishing paint. No primer though. So it was time for a trip to the hardware store.

It was there I began this conversation with myself:

”Okay Joe … the paint isle. There it is. Now … a good primer.

Let’s see. Which one?

Ahhhh yeeeessss. Here they are … primer paints.

Hmmmmm … 3 kinds on the shelf. Oil based? Naaaahhhh. Don’t want to mess with THAT stuff. Too hard to clean up.

Here’s a latex primer. Looks kind of generic though. Whoooaaa … what’s this?”

At this point I began reading the copy on a can I’d just spotted. The can was mostly white. But the copy on the can itself is what stood out.

On the front — in BIG, Bold letters — I read:

”Exterior-Primer-Sealer, Stain Killer”

Then, written in smaller letters, I read, “Sticks to all surfaces without sanding. Dries in 1 hour. Use with ANY topcoat.”

Then … in slightly smaller letters … but outlined in what looked like yellow highlighter, I read the following: “Mold & Mildew Resistant”

Okay now, the conversation in my mind began again.

”BINGO! SOLD! I WANT IT! Where’s the register to check-out?”

The lesson here is obvious. The copy spoke right to my WANTS. It killed stains. If fought mildew. It dried fast. (Well, the copy said so anyway).

As the customer, I got excited. Why? No more mildew problem. Plus, the copy promised I’d get the job done FASTER too.

You see, great sales copy did the trick. Sales copy should strike at the heart of what your customer WANTS. It aims to hit their emotions.

Good copy triggers a “Eureka” moment. This is a certain instant — when the copy helps a potential buyer say to themselves, “THIS is the product I want!”

So if you’re an entrepreneur, or a small businessperson, here’s a mega copy-tip for you:

”When it comes to sales copy – - it’s more important to know WHAT to say to your prospective buyer than HOW you say it to your propspective buyer.” I’m not saying the “how” part isn’t important. It is. But it’s nowhere near as important as knowing “what” to say.

So how do you know “what” to say? You research.

Research your customer. Talk to her. Ask him. Work hard to find out what she WANTS. Record their words, which express what they truly want. Then put those words in your sales copy.