Ever talk to a catfish bait copywriter?
These are copywriters (usually newbies who know just enough to be dangerous to themselves) who have taken a course or read a book and all the sudden think they’re “the man.”
They use LOTS of attitude.
And they love doling out the “tough talk.”
Usually, they are copying their favorite goo-roo’s words, phrases, attitude, tonality, etc. (People who can actually back up their bragging).
And as a result, they end up being like catfish bait:
They “smell” good to all the bottom feeders and scavengers who think it’s “cool” (but who have no resources to hire them)… but stink to high heaven to everyone else.
I feel kind of bad for them, actually.
They usually MEAN well.
But they’re sabotaging themselves.
So here’s some advice for catfish bait copywriters reading this:
1. Drop The Attitude
If you can’t back up your mouth with results yet, don’t fake like you have any results. People can smell catfish bait a mile away — especially in today’s skeptical market place.
2. Be Yourself
Not a grainy xerox of someone else.
3. Be Likeable
Instead of acting like the obnoxious wannabe everyone feels the urge to slap upside the head… tone down the tough talk and be a human being.
It’s not hard when you give it a try.
4. Finally… Realize It’s NOT About You
Or your “killer keyboard” or whatever.
It’s about serving people, understanding their pain, and demonstrating you’re the one to get the job done (and not a tough guy Fonzi personality or whatever).
Hey, it’s not rocket science.
(I know… I used to BE a catfish bait copywriter once.)
But it’s very important and not always clear if you’ve never done deep market research before. In fact, this is why the next Crypto Marketing Newsletter contains a 2 page (quick to read and implement) bonus report showing you how to do to just that:
Research your market to find out what they REALLY want.
What their most PAINFUL problems are.
And EXACTLY what you need to do to persuade them your product (or service) is the solution to those problems.
No trumped up attitude required.
Anyway, this issue goes to print in about 10 days.
You can subscribe at:
Ben Settle
