I have studied the art and science of copywriting over the last five years, or thereabouts.
Copywriting, to define it simply, is the skill of writing words that persuade the reader to do something; it could be to change their mind, take a certain action, buy something.
I have read books by the greats of copywriting going back to the 1950s: books by John Caples, Gene Schwartz, Eugene Hopkins, David Oglivy, Robert Collier, Victor Schwab, Gary Halbert, to mention just a few.
One of the things you quickly learn is in order to get someone to take action after reding your words you must first get them to read them.
And to do that you need to drag them into your ‘copy’ with your headline.
The headline of your piece is critical because if it cannot get the reader to read on you simply cannot persuade.
Three techniques that work in a headline are to use certain trigger words; words like ‘new’ and ‘free’. People respond to these words because we all want to learn something new or get something for free.
Curiosity is also a good trigger to draw the reader in.
In the last few years, thanks to my YouTube videos, I have discovered another powerful tool, one which is related to curiosity.
Are you interesting?
Because, all things being equal, I have discovered that if you come across as an interesting person you will stand out from your competitors.
You may not be better professionally, you may provide the same or similar services, but if you are interesting or remarkable or memorable you will be given more chances than your professional competition.
This is something I stumbled across accidentally because from time to time in my YouTube videos I have sometimes made reference in the videos to feeding the little birds around my home or to baking bread or reading certain books.
And then I have been asked at consultations or in meetings how is the baking going or am I still looking after the birds.
This thesis may be a difficult thing to prove from a marketing perspective, but I know from casual remarks in conversations with clients that this ‘interesting’ thing is similar to the ‘remarkable’ thesis set out by Seth Godin in his book, Purple Cow.
Consider trying it in your business.