Dear Chase,
I know you're in the middle of speaking at Commerce Roundtable, so I'll make this a quick one.
One tip to change the way you write copy.
Real quick.
Ready?
It's called Turning Bugs Into Benefits.
I remember reading this years ago and it always stuck with me.
Whenever you're writing copy, you may not always be lucky enough to be writing for a perfect product that has no flaws.
In fact, most of the products I've written for…suck.
Unfortunate.
But, there are some things you can do to make those bad parts work for you.
If there's one main issue with a product that's very obvious, you should be calling that out in the copy.
For example, let's say you're writing copy for a home listing on Zillow.
I've done that before.
One of the best ways to win people over with honesty and transparency is to call out the biggest red flag with the house upfront, and then let all of the other benefits outweigh what you just said.
If the copy you write says something along the lines of:
The worst part about this home is the slightly more dense squirrel population in the area.
OR
The worst part about this home is the road noise during rush hour.
OR
The only bad thing about this home is the ugly fencing. Every single other thing about your new future sanctuary is what we would consider perfect.
You're calling out the worst part of the property SUPER upfront, and showing your cards.
It's like when you're lying to your parents and you have to throw in details that make you look stupid, but those details aren't as bad as the main one you're leaving out.
"Yes, Dad, I did sneak out last night. But I didn't do any drugs."
You definitely did drugs, but at least you didn't lie about sneaking out.
When you're upfront about the flaws of a product, you'd think that it would turn people off from it. But it actually does the opposite.
Every buyer KNOWS that no product is perfect, and you're the only one who is straight up about the imperfections.
At that point, the buyer would rather choose the devil they know.
It also makes you more likable.
Everyone loves a little self-deprecating humor. It calms people down. It's a primal thing.
It elevates trust, and it makes the buying decision a lot easier.
Make sense?
Yours truly,
Alex.
Sent from the Jail Phone (don't tell my dad)
P.S. If you want to hire a freelance copywriter who has been trained and vetted by me (Alex, aka Cardinal Mason), fill out this quick form.
By the way, I won't charge you anything for relevant intros. And there's no catch. I have been providing this value-add service for the copywriters I'm working with, and wanted to hook up Chase's audience with this opportunity too.
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