You can tell that the copywriter sucks when...

12. They use big long words instead of the type of language that the prospect would use. Never, ever let the words get in the way of the message!

13. They use either the first or third person. A good copywriter always focuses on the "You" factor, the WIIFM thing.

14. They spend way too much time talking about features of the product. In fact, most of them wouldn't know a benefit if it hit them in the face and stomped on their head five times! And it's always benefits that sell, as any good copywriter will tell you.

15. If they know at all that they need to make the prospect "experience the emotion", or "feel the pain" (or whatever), they hit that button far too hard. If you're in pain already, you certainly don't want to be reminded of it in graphic detail for umpteen paragraphs! A good copywriter knows to touch very gently and sensitively on the need - then go on with the message.

There's more, but that's enough for now.
Dot

You know Bruce, with the right mindset, you'll see the positive not the negative.

And as far as I'm concerned, this thread was started to bring out the real lowdown on what it takes to create GOOD copy and be a GOOD copywriter... nothing less.

Shame that didn't translate on your side, but that's what it was for.

But yeah, ultimately it's all about the client. Let's not bother helping each other here. Let's ignore this forum and let it die. After all, everything is irrelevant, and all that matters is what the client thinks.

Hint: Don't take negativity personally. It's good practice for clients. Because, after busting your hump over your copy, you are going to have some clients who will rip it apart (justified, or not).

You're also going to have copy that bombs, to some degree or other, at some time or other. You have to be able to keep enough distance so that you can figure out what when wrong, and how to fix it.

Also, the best way to learn what will work is to write for real products.

Sign up for a couple of affiliate products in the markets you want to write for, and get going. If your writing is any good, you'll make some money. If it isn't, no one is going to be the wiser. You can tweak, rewrite, and revise to your heart's content as you learn, you'll eventually get paid (when the stuff sells), and you'll be building a portfolio.

Additionally, you SHOULD expect your work to be better than anyone. Clients don't hire a copywriter because they're just as good as everyone else (at least, not the clients you want). They hire a specific copywriter because they believe THAT copywriter is the best copywriter for them.

Yes, you always have to keep learning and getting better. But if YOU don't have confidence in your ability to deliver benefits to your client, you can't expect clients to have enough confidence in you to hire you.

I'm not talking about false arrogance. However, at any stage of learning, you should be striving to be better than most people at that stage. And you will be better than people who are still at the stage of learning you have already mastered and moved on from.

Actually Dan you're dead right. I kinda meant when they only use bullets to tell you what it's not, but forget that bullets have a better use to tell you what it i and build curiosity.

But yeah, I agree, telling you what's not required is great way to overcome some objections. Just don't make it the only set of bullets you've got.

(I guess it gets old when the bullets tell you it's not about something, but misses out the one remaining thing that it could be. Then, by default, it kinda reveals what it is.)

their headlines don't click with readers immediately...

they equate verbosity with sophistication...

they love using text on a dark background...

they believe more text is good...

they don't believe in white space...

they believe creativity is more important than relevance...

........................I could go on...

I see a lot more use of it in bullets, to help verify and add credibility to your claims. but you're right it does have it's place, you need credibility and I know that's a fact in copy.

For example,

• Inside you'll learn a little-known trick I learned in the united states marines that teaches you how to clean your clothes without them ever touching water or having to be dried.

It's not as direct as saying, Hi My name is such and such and I served in the united states marines, blah blah blah this is why you should keep reading? Instead it serves as a linguistic bridge between the marines and the benefit while adding credibility.

Hope that helps,

Ross