Your Copy Doesn't Have to Pop & Sizzle

Many trainings on email marketing, copywriting or persuasion promise to teach you how to write emails, copy or marketing materials that “pop, sizzle and whistle.”

Sounds good on paper – who doesn’t want some attention?

But wait…

Those trainings try to convince you that your copy needs to perform some stunt in order to stand out; that your copy needs to scream for attention in order to be effective.

Who says so? Who’s preconception is that?

Attention can be good, or it can be bad.

If you’ve a personality that pops and sizzles, then writing copy that pops and sizzles can serve you well.

If you’ve a subdued, down-to-earth and quiet personality, then copy that screams “YO LOOK AT ME NOW!” may get you some attention at first, but the attention can backfire.

Why?

The disconnect and dissonance will break trust.
The incongruence will hurt your credibility.
The ugly sister with her heels chopped off can’t stay in the glass slippers forever.

If you try to be someone you’re not in your copy, the bubble is going to burst the moment your audience talk to you or see you in person.

It’s not just about the words. It’s also about the energy behind the words.

If the words are not aligned with your beliefs, convictions and personality, they won’t sound truthful or convincing.

If you’re regurgitating buzzwords and copying what’s “hot” – even if you’re not convinced about what you’re saying… how can you expect your audience to be convinced?

Most of my clients, as well as their clients, have been around the block for a few times.

They can smell the BS from miles away. They’ve seen the stunts. They’ve probably fallen for a few, and learned their lessons.

We’re not selling soft drinks to teenagers. Give your audience some credit; don’t insult their intelligence.

Connection and resonance, trust and credibility trump attention-grabbing stunts any day.

Trust that your very unique point of view, cultivated through your experience, skills, knowledge and the application of your superpowers, is more than enough to establish your credibility.

Trust that your very unique point of view IS the thing that draws the right people to you.

Trust that your very unique point of view is good enough to set you apart without resorting to behaviors stemming from fears and insecurity.

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To build trust and credibility, your copy needs to be consistent from one medium to another. It should reflect the same personality whether it’s on your website, in an email or on social media.

That’s why piecemeal copywriting trainings that focus on one marketing channel can create disconnect and make you sound like a schizo.

Instead of looking for patchwork solution, build a solid foundation for all your marketing communications so your brand personality can come across consistently, confidently and powerfully.