I receive a lot of email from all kinds of people, including freelance copywriters.
Some are saying hi, some are asking questions, and some want me to do something.
I have no problem receiving the emails. I like to keep in touch with other writers. But I do have a tip for anyone writing to me by email.
When you send me an email, don’t “copywrite” at me.
In other words, don’t use your copywriting skills to try to persuade me to read something or do something.
Strange as it might seem, I can recognize when I’m being “copywritten” at from 50 paces. And I can hit that delete button in about 50 microseconds.
Why is it wrong to use your copywriting skills when writing to an individual by email? Because the context is wrong.
There are times when I expect to be sold – like when I see a TV ad, a print ad, or when I have signed up to receive an email or newsletter from a company or organization. And that’s OK. If I buy a set of headphones from Amazon, I expect to receive emails from them trying to sell me related products. If I give money to a charity, I expect to receive emails from them asking me to give more.
When the audience expects to be sold to, that’s when you bring out your copywriting skills.
But when you write a personal email to someone, forget all that copywriting stuff.
Using copywriting skills and devices when writing a one-on-one email to someone is just wrong, and it puts the reader off in an instant.
Instead, writing to me like the real person you are. Write to me in the same way as you would talk to me over the kitchen table.
Be yourself. Be natural. Sure, you can be excited and even try to state your case persuasively, just as you would if you were sitting in front of me. Just don’t come over as being a copywriter in action.
And my next point…
If you read and study the very best copywriters, you’ll find that even when they are selling at their hardest their copywriting craft is all but invisible. You don’t get the feeling you are being “copywritten” at.
This is copywriting at its best.
The reader should never, ever feel or know they are being influenced by the craft of copywriting. He or she should never, ever be aware of the underlying structure of your sales message.
In fact, and now we are coming around full circle, a great copywriter, when selling at her hardest, will sound as if she is talking to you, one on one, over the kitchen table.
Her craft is at work in the background, but totally invisible.
In that sense, copywriting is like being a magician. We love magicians who can amaze us, and leave us with no idea how they pulled it off. As soon as we can see how they did their magic, its appeal drops to zero.
It’s the same with copywriting. Never let the audience see the craft behind your words.
About the author: Nick Usborne is an online writer, copywriter, author and coach. Read more…
Exactamundo!
This is really true. I think people often don’t realise how obvious it can be that they are ‘copywriting’ individuals.