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Be honest isn't that how that phrase is starting to sound
these days. The truth is killer copy never ate my Rabbit. Killer copy never changed my life. Killer copy didn't give me
$675,000 this week from two great customers.
Why is it Killer Copy is such a thrown around statement? We
on the web have come to believe that if we employ someone to
write some "killer copy" that we will become
millionaires in the next couple of days.
Its everywhere... killer this that and all the other. Pops
ups telling us about it. Ezines screaming how we need it. Gurus
leading the way. Killer copy will change your life.
Lets cut right through the hype and see if its true.
Will Killer Copy Increase Your Sales? Yes.
No. Maybe.
Killer copy is this. The right words. The right time. The
right Target. Ok I know some will fall for the hype that
keeps coming but good copy only works when you
put those things together.
How do we know if they are the right words then. Words are
amazing. When my little girl looks at me and says... "I
love you daddy"...wow, four small words that make the hair
on my neck stand up.
Or... "one small step for man, one giant leap for
mankind". I can remember hearing those words and
watching it on TV as a small boy. To hear them now still creates
a feeling in me. Ten words that changed the way man thinks about
goals and achievements.
or... "today America is officially at war with
Japan", eight words that changed the course of history.
Eight words that will have filled every mother with fear and
others with dread.
Killer Copy... WORDS, that's all. Not quite though. You see
the words to be killer copy have to say the right thing...
NOW.
Killer copy has to open the mind of your client. Inside
the head of your prospect is a thought. Lets look at a quick
example.
Man sells ugly bright yellow rain Macs over at Disney. Who is
his potential client? How do they think? His advert could say...
"High quality plastic rain Mac for sale. Heat sealed
seams, built in rain hood, yellow or green. Priced to sell."
Let me have one now, please -) Seriously though he thinks his
prospect is the type of client that wants to wear one of those
things. Would you want to walk around in a bright yellow plastic
sheet with "built in hood" ? Neither would I.
How then does he sell them? Dead easy. Killer Copy. What's
Killer Copy again. The big three, right words, right time, right
prospect.
Here is his advert again...
"stay dry, warm and protected. Don't let rain ruin your
day in Disney. $2.99"
That is true killer copy. Prospect is at Disney. Has his kids
with them. Rain is heavy. Kids want to go rain or shine. Mum and
Dad need a solution. They are thinking, "how are we going to
stay dry and warm in this weather"
They walk down the road and read his advert. SOLD to the
family, no problem. Killer copy.
I hate that term Killer Copy. It represents nothing yet at the
same time really means something. The web is packed full of quick
fix K.C that on its own is not a solution, you need the big three
and a great copy writer ;-)
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