Here's the bleeding obvious.
Ever felt yourself drawing farther and farther away from a communication piece, and not always knowing why that is?
Of course, it could simply be that you're not in the marketplace for what's being promoted and communicated and so the ad or communication will be of no value to you.
But what if say, you WERE in the market for said product or service, what would have you draw back and not get into the communication piece?
Here are a few reasons:
No heart or soul in the communication.
No real connection being made between you and the product or the business.
No emotion coming out of you, and therefore no emotion inside the writer who created the piece.
No one to one conversation. It doesn't feel like there's a real conversation going on, just someone bleating and blabbing out at you.
No personality. Same as the above.
No authentic self expression.
No flow.
No signs of joy.
No entertainment
Which all adds up to...
...unthinking communicators being in charge of the most important element of your entire business operation - THE WRITTEN COMMUNICATIONS... in all its forms.
And that could spell disaster.
Because the difference in an ad or communication piece can mean up to 18 times the difference in results and response -- all because of the choice of words and the order they're put in.
So here's how you fix that.
You take your last advertising or promotional piece and run it through the above checklist.
And when you do that, if you find that your communication piece is actually dull, flat, average, then start making the changes to your written piece based on what comes at you from carrying out the above exercise.
And yes, if that's a video, a webinar, am email, a presentation that you're applying this checklist to, then guess what, they're written pieces -- they've all been scripted out, they've all been written, all have been out through some kind of writing process.
What happens with most marketing and ad pieces is they're written to some kind of holy grail medicinal formula, (and there's a lot of that short-cutted nonsense being preached and proclaimed throughput internet land) with many words, phrases, blocks of copy, even, plucked out of the template graveyard and then overlaid on to the communication piece in question.
That's not creative emulation.
That's actually sloth like non intelligence, intellectually lazy human beings who are deliberately and specifically looking for quick fixes, short cuts and ego filled hacks to pump up their finished creations.
And generally, they're employing this nonsense at the direct expense of their clients, most who actually do not know any different and so haven't the foggiest notion of what's the underlying structure to the work being presented to them.
Welcome to rip-off copywriting and marketing land where entrance is free, dim witted thinkers abound and where proper application and thinking is reserved for those who diligently apply proper, proven, and profitable copywriting and marketing concepts, principles and ideas.
Struggling to get your communications opened, read, responded to and bought from?
Then look at how inspired and thoughtful your marketing and advertising sales writers, are.
Because in that way, you'll be able to tell how much joy, personality and emotional wallop they're packing into your communications selling your products and services, or, not.
http://rajahireker.com/email.book.html
