The QuickStart
Why Is Copywriting So Important?

Welcome back to your next video in the just happen to have a lot of that particular
Copywriting Academy and Writing Words soup and they want to get rid of it today.
That Sell. One way or another a sale is being made. A
sale is being made at the counter at the
Session 1, Lesson 2 grocery store when you’re asked if you want
to pick up that extra movie that’s right there
Some people think we talk about by the cash register or if you want to buy a
copywriting only because we want to sell lottery ticket or if you want to donate a
stuff and make money. That is one of the dollar, like if you’re at the pet store, for
primary, if not the primary functions of example.
writing copy, but it’s about so much more
than just selling stuff. It’s crucial to I was just in Petco the other day and as I’m
everything you do in your business and I checking out I was asked a simple question.
would propose in your life. Would you like to donate a dollar to save
helpless animals? Who’s going to say no to
We live in an over-communicated world. I’ve that? Yet, I felt manipulated a little.
seen estimates that say that each day, each
of us in the Western world is bombarded So there’s always a sale taking place. Your
with anywhere from 3000 upwards of 5000 kids are selling you on what time they get to
or more messages of some kind every day go to bed or how late they get to stay up or
and that’s not just emails, it includes: whether they get to play video games. Your
emails, text messages, billboards, spouse is selling you on where they want to
magazines, bus boards, newspaper ads, go on vacation or vice versa. A sale is
direct mail pieces and even ads inside the always made, one of you is selling and one
bathroom, maybe you’ve seen some of of you is buying, even if money never
those. changes hands.

Everywhere we go somebody is trying to get It’s important to understand that when you
a message across to us and we’ve become have conscious communication, when you
desensitized to the messages. We’ve shut understand that at least half of your
down and we delete the attention we used communication is about persuasion, then
to pay to these messages because there’s you can begin to be intentional about how
just too darn many of them. you choose to persuade and you can pick
the areas where you want to be persuasive
Now, a sale is always being made, whether and you can pick the areas where you want
you’re selling a product for money or not. to just allow the other person to have their
Maybe it’s the waiter selling you on what the way.
dish is that you should buy today and you
might think he’s making a recommendation Copy, of course, creates cash, that’s what
based on what he wants you to enjoy we’re here to talk about, how to write to sell.
eating, and perhaps he is or perhaps, they But what you’re going to learn, you may

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have come to this program to learn how to So you’re persuading whether you’re
make cash by writing copy and you will conscious of it or not.
learn that, I promise! But you get the bonus
of learning other effective uses of copy and Wouldn’t it be better to know that you’re
persuasion as well. persuading and to be intentional about how
Copy is everywhere. It’s not just sales you do it? Say yes. Great, because that’s
pages, it’s blog posts… think about it. Your where we’re headed next.
blog post is either meant to empower or
persuade someone, either way you’re In our next video I’m going to show you how
writing copy to either empower them. In to structure a rapid sales message that you
other words, persuade them that they are can do in just a few minutes, less than an
capable of doing something or, to directly hour for sure, and you will actually write
persuade them to take an action, to buy your first piece of persuasive copy that you
something, to buy into an idea, an ideology, can put to work immediately, if you choose
a belief. to do so.

You find copy in podcasts and it’s the same Let’s get on to that next video.
kind of communication, either empowering
or persuasive. Social media, emails, ads of
course, speeches of course, sales pages
and know that that’s probably why you’re
here. Campaigns, like political campaigns.
Surveys. Transactional messages.

There’s an opportunity to persuade even

when you’re sending that email that’s an
invoice for something somebody bought
from you. Have you ever gotten anything
that looks like an ad in your utility bill? It
may or may not have been effective. You
may or may not have been annoyed by it,
but it definitely was copy and it was in your
bill in a transactional message from
someone you do business with.

Books are a form of copy, and if you don’t

believe that then open your eyes to what’s
happening around you. So many diet books
are written to sell prepackaged foods or
nutritional supplement programs. So many
exercise books are written to sell exercise
equipment or programs. It’s not bad it’s
reality. Webinars are informative, helpful,
useful and educational and yes they
definitely are used to sell.

Copy exists everywhere and if you’re not

conscious of it, then you’re unconscious
writing copy, which means you’re writing
bad copy, copy that does not communicate
the persuasive message that you want to.

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