Jim Logan

Jim, I was persuaded a few months back by a copywriter to accept some changes to some email copy. My usual approach was sincere, honest and lacking hype. The copywriter suggested what I would characterize as a "internet get rich quick" type of copy and assured me that it will work. Against my better judgment I used the copy (but toned it down a little). The reaction from my list was not very positive and they shared their dislike. They didn't expect or want that kind of copy from us. Now we're back to sincere, honest and credible. Votes: +1

Jim,

I just wanted to congratulate you on a great blog. I couldn't help but select you as a winner in this month's Carnival of Trust which I'm honored to host on behalf of Charlie Green author of The Trusted Advisor andTrust-based Selling. Click http://www.truecolorsconsulting.com/?m=200804 for a review of this and the other winners! Votes: +0

Jim, what a great post. I want to echo Mark's selection of it for the Carnival of Trust. And I have to say too, great title.
Also I love the comment it elicited from Dave Daniels--"back to sincere, honest and credible." That's the right direction.
Thanks for a fine post. Votes: +1

Thanks for the kind words on this post!

I agree with Charles that David nailed a couple things in his comment. Here's the line that caught my attention: They didn't expect or want that kind of copy from us.

As with most of what we say and do, the type of copy you use to promote your business is a reflection of the business you are. If you send copy that reads like a late night infomercial, that's exactly the category the reader is going to pace you in. And for most every company engaged in B2B complex sales....that's a bad thing.

Another point to make: Sincere, honest and credible doesn't mean boring and ineffective. It just means it's direct and professional. If you focus on benefits, difference, and reason to believe, it's the most effective copy you can produce.

And it won't give a toilet seat feeling when you're done reading it.

Take Care! Votes: +0

I agree that if others in the company read the letter and felt like it was wrong, then it was wrong. They represent a culture, a set of values, that are important to them and - more than likely - to their customers. It's the sentiment that is spills out in the comment that was made, "They didn't expect or want that kind of copy from us."

However, it's equally important to not dismiss this type of copywriting as ineffective. Throwing them out would be throwing away what works...in the right environment. That's obvious by the billions of dollars being spent on the internet, with much of that being drawn out of wallets being opened by the exact copywriting techniques you bring into question with your post.

Is it effective, still? Yes.

Is it something we need to use? Depends.

Audience, target, product, everything has to be taken into account when considering the best copy for the job. Votes: +0

Hi Michael!

Thanks for sharing your thoughts.

This is well said and true not just for copy, but all marketing and sales tactics and strategies. Excellent point!

Without doubt there are markets that spend a considerable amount of money on the style of copywrting I questioned in this post. And there are many businesses that have benefited as a result.

My comments are limited to my experience and area of focus, B2B complex sales. Is this market, I am a strong believer this sing-song style of copy is ineffective. Others may reasonably disagree. Votes: +0