Hypercopyitis Outbreak Spreading
“Friends don’t let friends catch hypercopyitis.”
If this is the first time you’ve heard about this devastating disease, make sure to read this hypercopyitis news report here.
Hypercopyitis is quickly reaching epidemic proportions.
One element leading to this outbreak has been the overemphasis on Swipe files.
Everyone talks about them. Collect great producing letters to generate ideas from, but do you really “swipe” from them? Hopefully not. That’s why I prefer the term “Idea Files.”
When you’re getting ready to write a new promotion read through some successful letters for the market. If they really resonate with you, copy them by hand to start programming yourself about how great copy is written.
I’ve even taken a collection of letters at times, read them outloud, and put them on my iPod to listen to while exercising.
All of this is about generating ideas and studying copy to see how it flows well.
But actually swiping the wording and phrases, that’s almost always a mistake. Let’s not even get into the plagiarism issue.
It’s a mistake from the standpoint that your product should be unique in the marketplace. While you may find ideas or phrases that would match your solution, no one else’s product is exactly like yours (at least if you want to be successful).
In Breakthrough Advertising, on page 60, Eugene Schwartz said, “But the idea for an ad or a headline demands its own shape. It cannot be fitted into someone else’s solution.”
When all the copywriters are simply swiping back and forth from each other, the only difference between them is to make the promised claims larger than life. And they keep getting bigger.
That’s why it seems “hypey” markets keep piling it on. If the first person had two shovels full of hype, the next person gets a third shovel. Or the use a dump truck.
Pretty soon you’re promising magical weight loss of 57 lbs by this afternoon if only you take the blue pill.
Don’t get me wrong. Of course I have “swipe files.” I go through them regularly just looking for ideas that have worked in all different markets. But writing an entire ad simply by swiping is often the lazy way (especially if it keeps you from doing your homework).
It misses out on having real empathy with the target market. The hardest part of any writing is knowing your audience.
Do your homework. Research:
- Other Successful Sales letters
- Competitive Websites
- Top Selling Amazon Books
- Run surveys
- Pick up the phone and talk to them.
The better you know your audience, the more successful you’ll be.
What about when hype is successful?
I’m not debating that. Sometimes it works quite well, but most often it’s used as a poor substitute for really knowing the audience. And the question is rather you feel comfortable using it or not in your business.
When I recently interviewed Shaune Clarke, here is one of our exchanges:
Terry Dean: You mentioned a lot of your clients end up loving the copy and feeling so comfortable with the copy. You have a completely radically different approach. I’ve had coaching clients that came to me who didn’t know if they could ever be successful in internet marketing because they wouldn’t feel comfortable using ad copy like what they see being used online in some markets. What do you say to that?
Shaune Clarke: I know, and I tell you, Terry, thank you for saying this. I even said this to the SEO guy a couple days ago. Doing my copywriting coaching is, from a business perspective, not my most profitable venture, but I have to tell you, and people may have heard it in the call, I really feel like the industry needs to be changed. You telling me that just reinforces it to me.
It’s like here are these well-intentioned entrepreneurs with great products and great services to offer, and they’re not sure if they can do it because everybody’s saying this is how you have to do it.
I thank you, Terry, for the exposure. If I can be leading that charge that says you don’t have to do it that way, you really don’t. You can be more comfortable, more empathetic, more connecting, and that can be a great way to sell. It really can.
If you’d like to discover how you too can Sell More Without Hype through Indirect Persuasion, click here now…
In the full interview and transcript Shaune shares:
- One key question to ask while studying the market that reveals information that can’t be found any other way (not in magazines, swipe files, forums, or any of those other methods copywriting gurus teach).
- How to install multiple layers of assumptions subtly about you and your product directly into your target audience’s mind so…
- 4 “Generic” forms of resonance that plug-and-play in any market…boosting your profits simply by adding one or two each time.
- 10 Ways to Lose Money Online
- Winning Affiliate Strategy
- Mentor Club August Issue
- 10 Free Business Addons For FireFox
- Always Back Up Your Hard Drive