December 15, 2009

Why I Stopped Throwing Out Junk Mail

Whenever I start to write something online, for myself or for a client, I have to answer one hard question: who cares?

Your company has been in business for thirty years—so what?

Your equipment is state-of-the-art—and your competitors won’t say the same about theirs?

Your copywriting wrings wallets dry and leaves empty pockets flapping in the breeze—poetry doesn’t sell well, and bad poetry sells even worse.

There’s lots of general advice on how to keep readers hooked—tell them a story they can relate to, offer them a benefit they can’t get anywhere else, establish a cadence—but that’s too vague.

I’d rather just copy people who can’t afford to be wrong.

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