
In the age of Twitter, Facebook, Blogs, Email and Web everything, there is no question that writing effective, pithy short headlines and engaging text might be the single most important skill anyone interacting on the internet should know.
So, question for you: Do you know how to write in a way that get’s noticed?
It dawned on me recently that I don’t really know how to write engaging headlines, subject lines or web copy. Did I miss this class in school? Is it something that can even be taught?
As it turns out, this skill can be taught (it’s actually quite formulaic) and yet this class is not offered in the English Department, IT Department or Business Department in over 99% of schools. In fact, unless you specifically want to go into Advertising, you probably won’t find this class anywhere. What I want to know is: Why not?
How is it that I can tell you the formula for supply chain transportation optimization, but I can’t tell you how to write a Tweet that gets noticed, a Google Ad that gets clicked or an email subject line that compels important people to respond?
My acute need for this persuasion skill came about recently as I launched a product on the internet with a colleague of mine. It’s a fantastic product and something of a beta test for a much larger project I am working on and will be launching in a few months. Since launching this small product I have become obsessed with figuring out how to market and sell on the internet. After endless (and I mean endless) hours of research and studying and figuring out what sells, I have reached a very simple conclusion: words sell. How did I neglect the importance of this so much before?
Now, this may sound overly obvious, but when you enter the online world you get wrapped up in PPC, CTR, Conversion Rates, Twitter RT’s, Diggs and about 100,000 other things you simply must know to be considered successful on the net. But to break it all down to it’s lowest common denominator, what you really need to know is how to write copy that sells. The rest of the stuff is almost irrelevant if you don’t grab people’s attention and get them to listen to you.
I am little miffed that I spent over $130K on a top-end business education and absolutely not a soul in all of my time at Georgetown (or at Oxford) mentioned the importance of this. Seriously, not a one. I can list 10,000 ways this skill would have improved my life (and my bank account), and yet no one breathed a word of it to me. If I knew 15 years ago what I know now, I would have gotten an interview for that job at McKinsey in London, been promoted to CEO of a major Fortune 100 company and received free front row tickets to the Inauguration. And I would have done all of this with one very simple skill: writing compelling copy that sells.
Since my new-found discovery I have been cramming like I would for a final. I bought three great books on the topic: Ca$hvertising by Drew Eric Whitman, Web Copy that Sells by Maria Veloso and Hypnotic Writing by Joe Vitale. All are excellent first reads on the subject. What’s almost scary is that these books offer deep insights into how top advertisers get you to buy their product. Once you understand the formula, you will see the techniques at play absolutely everywhere you look. Why? Because they work.
Here are a few other things you might be interested to know:
- Bullet lists get read more than long copy
- 75% of people’s decision to act (e.g., buying, responding, etc.) comes from reading a headline and advertisers spend MORE time coming up with their headlines than they do their main body copy. (Of course now I am agonizing over the headlines of my blog entries!!)
- There are about 22 words that are used to start almost all headlines
- If you start your body copy with a drop initial (e.g., a big letter at the beginning of the first sentence), you increase readership about 13%
- You should generally try to limit your opening paragraph to less than 11 words.
These effective use of these techniques, and about 200 others, is what separates successful people from unsuccessful people. I am convinced of it. If the job of education is to prepare people to be successful in life, why is a class that teaches such an essential and practical writing skill not required, let alone offered at most schools?
As for me, I have a ways to go before I achieve the skill of long-time Madison Avenue advertising copywriters. I think, however, more important than copy writing skill, one needs the right frame of mind when interacting digitally. More simply put, there is a strategy that can be used to influence just about anyone with words. This strategy can be learned with a few weeks of effort. Learning these influencing strategies, whether in business or in your personal Tweets or emails, is a life skill that everyone should acquire, not just business people. In the age of information overload, you have to stand out. Period.
I am going to call up Georgetown and share my epiphany with them. Maybe they will be the first to spark a trend in useful business education.
Taryn
P.S. Did you know that almost everyone will read a P.S., even if they don’t read the rest of the copy?
P.P.S. I still love you Georgetown, even with your minor imperfections. Hoya Saxa.
{ 1 comment }
