Unless you've been out of town (or comatose) lately, you already know that the world is several trillion dollars poorer than it was a few months ago. My own net worth has been mauled to shreds by the belligerent bears of Wall Street. I'm starting to feel like that luckless knight in Monty Python and the Holy Grail -- the feisty little fellow whose limbs are lopped off one by one. I assume you're suffering, too.
What does all this have to do with writing copy? Plenty. We've just witnessed what the trendmeisters call a "paradigm shift." And I think it's huge.
We're leaving behind a booming, expansive era that promised ever-burgeoning prosperity and opportunity... a kind of Valhalla for the upwardly mobile. For the first time in our history, middle-class folks like you and me could afford luxuries previously reserved for people with pedigrees. We'd casually hop on planes to Europe, employ nannies and gardeners, buy second homes, blow $200 on a restaurant meal and never look back.
Now it's goodbye to all that. Suddenly we've entered an era of radically diminished expectations. Instead of opportunity, most of us are looking for security. Instead of luxury, we now crave comfort. Do you see the picture?
When it comes to selling, hard times demand soft words. Your customers and prospects need reassurance. They need to see words like safe, soothing, painless, dependable and reliable. You have to assure them that your product or service will protect, defend, shelter, prevent or guard against. Do everything you can to inspire trust and confidence. Avoid too-cool irony and embrace sincerity. Tell your customers, "We're always here when you need us." And mean it.
I am reading your book right now, "Words that Sell," I am hoping that with your help I can figure out if writing commercials is something that I would like to do one day. Thanks for your help!
Posted by: Ashley | March 03, 2010 at 03:59 PM
wow that book is amazing and fabulous I don't come to your blog as often as I would like, but whenever I do I see some really amazing things keep up the good work! =)
Posted by: mesa physician | February 14, 2011 at 08:16 AM
where are you?
write more please.
Posted by: mYra | February 19, 2011 at 09:54 PM
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Posted by: horse race betting | February 28, 2011 at 06:04 PM
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Posted by: live horse racing | February 28, 2011 at 06:06 PM
This is a great post - demonstrates the need for writers to be at the forefront of adapting to changing environments.
Posted by: SEO Copywriting Services | September 19, 2011 at 01:54 AM
Set your life time more easy take the business loans and all you want.
Posted by: BrightCarissa18 | December 27, 2011 at 08:34 PM