Is a copywriter truly objective or subjective?

A good copywriter is truly objective at the beginning of the engagement. That’s because it’s your copywriter’s job to stand in for your most skeptical prospect.

When your copywriting project starts, a good copywriter will ask you difficult questions. Many of those questions will start with “why”.

It might feel like your copywriter is challenging the quality of your business, but a copywriter who where your weaknesses are can counter them in your direct response marketing.

Your copywriter needs to be truly objective about your competition, too. What are they good at? What are they bad at? In what ways might they be better than you?

The more your copywriter knows about your strengths and your weaknesses, the better they can craft persuasive copywriting. It’s why research is the most important principle of copywriting.

When does your copywriter stop being objective?

Once your copywriter has absorbed all the research, all the good and all the bad, that’s when they become much less objective.

Your copywriter will become evangelical about your product or service. Your copywriter will believe fervently that you are better than the competition.

That’s because any doubt will creep into the copy. And you need your copywriter to have no doubt that you are the obvious best answer for your prospects.

Concise copywriting tips

Once a week we email concise, practical copywriting, lead generation and conversion optimisation tips to the inboxes of our clever subscribers.

If you’d like to join them and claim your head start, you have only to enter your details below.

First name*Email*

PhoneThis field is for validation purposes and should be left unchanged.
















Recommended reading about copywriting

Here are some of the best books you can read on the topic of direct response are:

Overdeliver by Brian KurtzBreakthrough Advertising by Eugene SchwartzAnything by legendary direct response copywriters Joe Sugarman and Gary Halbert (generally published by his son Bond Halbert)

The post Is a copywriter truly objective or subjective? appeared first on Taleist Agency.