Hypercopyitis Outbreak Spreading
Remember this…
“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:
- Forums
- 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.
Related Entries:- 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
Comments
6 Responses to “Hypercopyitis Outbreak Spreading”
Got something to say?
Featured Video
Internet Lifestyle Retirement System FREE Video
Available Products
One-On-One Coaching
Internet Lifestyle System
Monthly Mentor Club
Ultimate Interview Product Solution
Email Marketing Mastery
I always felt there is a definite link between hyped-up copy and swiped-up copy. I think you explained the connection quite well.
I actually left the copywriting industry (3+ years ago) because I just didn’t feel comfortable writing copy the “standard” way. When I came back, I decided I was going to write the type of copy I’d like reading. Coincidentally, I ran into Shaune Clarke a month later (2 years ago), and was one of his first coaching students.
Upon finishing his program, I competed in the 2006 Copywriter’s Showdown. My copy converted 200% better than the runner-ups, winning first place.
I’ve continued to use Shaune’s techniques, while discovering my own voice. Another site I wrote recently for a doctor, produces $2.50 back for every $1 invested in PPC (www.constipationremediesforwomen.com). It’s a one product site. I was only aiming for breakeven, not a profit.
Not only does it convert well, but the prospects love the copy so much they use the tell-a-friend form like crazy, creating tons of free leads.
I really appreciate you backing up Shaune Clarke. Also thought the copy you wrote for the interview was spot-on. Many things you said in the copy, I’ve said myself (e.g. the part about showing your family what you have written).
Hypercopyitis reached epidemic proportions online about 10 years ago. Sincere observers of the industry have been making these same points ever since.
In the Net business niche at least, the copywriting brand is now burned beyond repair, and tinkering with the formula will not rescue it.
A real mindset shift is required, involving sellers being truly honest with themselves regarding what kind of shopping experience they themselves wish to have.
Hi John,
I love the copy you write on your sites! Just like Shaune, your writing definitely stands out as unique and empathetic.
The fact you said, “prospects love the copy so much they use the tell-a-friend” is a strong reason to study that letter as well (I had already printed it out as I saw it before).
When I first started learning about promoting an internet business it seemed that all I came across was hypey headlines and copy. I’m ashamed to admit that I started to try and emulate some of what I was seeing, thinking this is what I should obviously be doing.
Thankfully, I quickly learned that I couldn’t do hype. I’ve tried and I’m really bad at it! Every time I tried to write hypey copy it made me feel nauseous. Unfortunately this also put major doubts in my mind as to whether I would ever make a dime in this industry if that is what I needed to be a success.
I’m perhaps lucky that writing using empathy and indirect persuasion comes fairly naturally to me and is in line with how I want to market online – with integrity.
When I think back to my previous I.T. sales job, the reason I was consistently their top performer was, I didn’t try to sell. I didn’t align myself with the company, I simply listened to the customer, matched up their wants and needs with a couple of products that would be right for them and let them choose.
I put the right products in front of the right audience and the rest almost took care of itself.
Terry,
I’ve just downloaded the interview with Shaune – I’m about half way through it so far, but it’s poving to be really enlightening. At last, someone proposing somethig that resonates with my experience and my perception of “salesy” ad copy. I was beginning to think it was only me! Thanks for bringing us this great resource.
Ian
A very good topic Terry – Thank you!
At the beginning of my Internet Marketing carreer, I thought the only way to go was to copy what the big boys were doing. Big hypey salescopy!
It was all hype, hype, BS and more hype!
It didn’t sit well with me then and still doesn’t now!
The only thing different is that I have learned so much since then and know that all you really need to do is target your market. Get the people with the problem and then fix it for them.
I am much more into talking on a personal level without all the crap!
A great product will sell itself to the audience that are looking for it!
Just find them and the product and put the 2 together.
Your blog is proving to be a great resource – Thankyou.