Have you ever gotten some fresh campaign copy in from your copywriter/agency/freelancer, read it, and wondered why it didn’t work? It should have been perfect:
- It incorporates all your messaging
- It targets the correct audience
- It includes all the features and benefits of your offering
And yet, it sucks. Why, why, WHY?
Well, take a minute, close your office door, and read the copy. Out loud.
Do you sound like the robot from Lost in Space?
If so, you’ve found your problem: Your copy is not conversational. Your copy is not warm. Your copy is not “listenable.”
In general, people tend to tune out things that are dry and not engaging (“Bueller. . .Bueller?”). The mind sits up and takes notice however, when it identifies a more human element in what it’s reading, hearing, or seeing.
Once your customers can “hear” what they’re reading and identify with it, your days of copy that is only great on paper may just be over!