Copywriting Blog

The great copywriting swindle!

mind control copy

You want this car… Your life will be so much better when you have this car…


I get a lot of emails from marketers. Sometimes I’ll take a look at one. But I don’t often like what I read.

Something that comes up a lot is mind control copy or the magic secrets of copy that will make your contacts buy, buy, buy.

My problem with these techniques is that they put people on the same intelligence level as your average Chihuahua.

Are people really that simple? Are they really that easy to call?

Are you seriously telling me that a specific combination of words will make customers putty in your hands?

Okay, I’m being glib.

And I’m certainly not arguing that words don’t have power. If they didn’t, I wouldn’t have a job. But there isn’t a grab-bag of secret phrases you can rummage around in to write your killer headlines and money-raking copy.

There is something you can use though. One technique that I do wholeheartedly recommend. The one that never fails actually.

And I’m going to share it with you…

Okay, here we go. This is it. If you really want your customers to sit up and take notice, you have to be honest and engaging. That’s all there is to it.

And I’m sorry if that comes as a disappointment, but that’s generally how people build trust with other people.

So tell your contacts what they need to know. And tell them in a way that shows some respect for their intelligence.

Don’t try to play your customers with guaranteed sales words and copy written to an algorithm. Your customers deserve better.

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