The effective use of words, especially in business, translates
into skyrocketing sales, satisfied clients, happy employees,
and a profitable and secure future. Yet, less than 1% of
small entrepreneur businesses use words to their full
The power of words can be learned and used effectively by
anyone, and when you harness and unleash this power, there’s
nothing on this earth that can stop you. This art of using
words is what is called copy writing.
It makes or breaks your sales and advertising material. A true
word smith can forge the most potent of copy for their site.
One of the ways an
“amateur” copywriter, one who is writing for her own product
or business, can beat the experienced pro is by infusing the
sales letter or ad with her own, honest, genuine, and
unmitigated enthusiasm. When selling in online, enthusiasm
is just as important as in face-to-face selling.
This is why you can’t just sit down and write an ad “on
command”, like you can sit down and do bookkeeping. You have
to muster up some enthusiasm for the job and the proposition
you’re putting across.
If I’m going to write an ad or some other sales material the
first thing in the morning, as I often do, I try to set my
subconscious mind to work on that job before I go to bed the
night before. There are times when I wake up with the “big
idea” that I need and other times I wake up with some ideas
and a readiness to write them down and pick and choose which
ones I want to use.
Don’t force yourself to “grind out” direct-response copy
when you really don’t feel like it because the result will
be flat and mechanical. It may be technically correct with a
headline, subheads, bullet points, an offer, etc., but it
will lack spirit and enthusiasm.
The person who is genuinely enthusiastic about what she is
selling definitely has an advantage. That’s why the
freelance professional copywriter should always download as
much of the pitch from the product’s most enthusiastic
salesperson as possible. Then transfer it to paper and shape
and mold it to perfection.
Over the years, the work I’ve done for clients and ad
agencies has proven that the most successful work was for
clients that were passionate and enthusiastic about what
they were selling. So before you tackle that next ad for
your business, make sure you’re as enthusiastic about it as
you want your clients to be.
by Wayne Van Dyck