There is a movie that is legendary among those that specialize in the hard sale. The movie is “Glengarry Glen Ross,” and it was a 1992 movie starring some screen legends, and based on a play.
Several forlorn salesman, selling miserable shoddy land deals, are lousy salesman.
So, the main office sends a motivator, a “killer” of sales, into their sales room to motivate them. That “killer” is played by Alec Baldwin and I have to say the speech is interesting, but I always was repulsed by the hard sales tactics.
(the clip from the movie of Baldwin’s character trying to shame the other salesmen into selling harder, is a classic movie clip and available on Youtube, ** warning ** rough language!)
In the speech, Baldwin’s character stresses the importance of “always be closing!” And that is a often-repeated line in lots of sales training.
I have modified his advice, to be “always be copywriting!”
The trick to writing interesting, compelling, and most importantly sales worthy copy, is to get practice writing copy!
The best way to become better at quickly writing compelling copy, is to just get into a habit or campaign of writing a lot of copy!
The raw material for copywriting is data, information, and stories. This means that the copywriter must be immersing himself in research and information on his products, services, market, and customers. If customers grip in online forums, then the copywriter should visit those forums and “mingle” among his prospective customers.
The copywriter should be consuming his own company’s information, literature, and reports to gain insight into what he is actually trying to sell.
The copywriter should be interested in his industry, and know who the main competitors are, and what they do to stay in their prominent position. Then the copywriter explain in words how his company’s products and services are different, even if only in subtle ways.
As the great scientific ad man Claude Hopkins said, “the advertising man who spares the midnight oil will never get very far.” Then he goes on to discuss the research methods surrounding an ad campaign for a food product, which included questionnaires sent to prospects (this was in the early 1900s) and visiting prospects in person to see how they did business.
As for storytelling, the copywriter can get access to stories through fiction books and also biographies, and less importantly movies and television. But fiction books and biographies remain one of the best ways to implant a number of unrelated – yet interesting! – stories in the brain, that can then be woven into sales copy. Stories sell!
In summary, a copywriter and advertising pro must put in the time understanding the market and the prospect, and also consume content that allows for storytelling in the copy.
Then, the copywriter must put in the time writing lots of copy to start hardwiring those connections in the brain to the typing fingers.
It’s a great deal of fun, for the right person!
Much better than having the Alec Baldwin character “from downtown” berating us for not closing on cold calls!
If you want to hire a copywriter that can immerse himself in your industry and research, then craft copy with compelling stories, go here: