Unlocking Your Inner Copywriter: A non-wizard’s guide to spellbinding headlines

[nishat@264]

I’ve been a writer my entire adult life. But sometimes I feel that people see me as more of a magician.

So let me first tell you all the things that a good copywriter can’t do:

Substitute for an utter lack of a value proposition
Solve a product or offer problem
Replace seamless UI and UX
Forge instant trust when your brand has guatemala whatsapp resource burned the customer before
Create an elevator pitch based on the ‘how’ (logistics) not the ‘why’ (benefits)
I’m amazed how many times I’ve been asked to write a TV ad or website with near zero meaningful info about the product or service. They expect me to conjure value and desirability from thin air. That’s not good writing. It’s magic.

Can I put words together in a script or on a homepage that sound good? Sure. But it’s just blandvertising. I can make the words sparkle. But they won’t actually be conveying meaningful information. It’s all sleight of hand. Misdirection. An illusion.

And I think that’s why so many marketers and entrepreneurs who aren’t professional writers think they can’t write. They’ve set the bar too high. They think great marketing copy can do more than it really can. And don’t realize that they have the most important information at their disposal and just need a little guidance on the craft.

While copywriting shouldn’t be doing the things I previously mentioned, it can do one thing so darn well it is (semi) magical: