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The words you use do make a difference.
And in this case, we’re going to be talking about the words you use to describe your product or the words you use to sell to your audience. But bear in mind that you are what you create yourself as. Meaning – the words you use in all areas of your career and life are key.
Anyway, the technical term for what we’re talking about here is copy. Copy is any text that’s been crafted to sell.
It’s a deep topic, and I don’t expect to be able to cover everything there is to know in a few paragraphs. There are entire books, courses, and online memberships dedicated to the topic, and even the best copywriters tend to remain students of the craft.
But to give you an example, I’d like to call your attention to my book, The Music Entrepreneur Code for a second. I don’t bring it up for self-promotional reasons, I bring it up so we can see copy at work.
Prior to the book’s release, I didn’t have a subtitle for the book, and its description was a little lackluster. I got some help from my mastermind group and wouldn’t you know it, I ended up with another best-seller.
The Music Entrepreneur Code is a great title, and it does get your attention, but it doesn’t tell you what the book is about. Great for generating curiosity, but not great for specificity.
The subtitle we settled on, although a little long, captures the essence of the book impeccably – How to Get Paid for Your Passion and Impact More Fans Without Wasting Years of Your Life and Thousands of Dollars.
And where the book description originally spoke of shills and charlatans and was more focused on the story going on in my head, it was reformulated to call out the target audience (the first two words in the description are “Most musicians…”), described their pain points (overwhelmed, fed up), identified with their emotions (bitter, angry, and defeated), and pointed to a solution (“…follow a proven roadmap…”).
What you need to take away from this is that when you’re selling anything, the words you use matter.
We all say we don’t like to be sold to, but how many times have you been sucked into reading long sales letters from top to bottom?
Well, prior to this, you may not have known that these were even called sales letters, but now that you do, I would suggest studying the ones you come across. Explore:
- What stands out to you?
- What words capture your attention?
- What emotions does the copy evoke?
- What makes you want to buy?
We’re not here to reinvent the wheel, so my suggestion would be to model what you see working. Don’t copy – that’s called plagiarism, and it gets even the most notorious YouTubers in trouble. But you should be modeling what works in all areas of your career, not just copy.
Understand – products that don’t sell sometimes start selling when you brush up on the copy.
As author Dan Kennedy says, the greatest sin in marketing is being boring. And copy represents a huge opportunity to spice up your marketing.