The Biggest Mistake in Copywriting

Well, there must be a few candidates, right?

Right. There are.

But number one, and the one that's so hard to avoid and which marks out the novice from the experienced pro, is falling for the idea that you can 'create a desire'.

You can't. Not really, or only very, very rarely. Bob Bly doesn't, Dan Kennedy doesn't.

What really successful copywriters and marketers like them do is find an existing desire and show people how they can satisfy that desire - preferably easily, quickly and cheaply. What that requires is for the marketer to tap into the conversation the 'prospect' is already having with themselves, however subconscious that conversation may be, and engage with that. They simply 'join in'.

Once that's been achieved (and that's the job of the headline copy, reinforced by the first part of the body copy) the writer can then start to steer the conversation towards what should be an inevitable conclusion: that the product is exactly what the prospect has desired all along.

If it is the right product - and it always should be - then demonstrating that that's the case should be a piece of cake.

So now the only course of action that makes any sense at all is to buy.

Roy Everitt, Writing For Results

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