Questions? (877) 643-7244
FutureNow Post
Thursday, Sep. 25, 2008 at 2:41 pm

The Difference Between Great and Average Copy

By Jeff Sexton
September 25th, 2008

Great copy communicates the emotional truth of your message; mediocre copy simply conveys information.Ā  Want to see the difference between the two approaches?Ā  Watch this video:

YouTube Preview Image

Copywriters worry about nuances, mental images, and word associations because the emotions behind your words matter.Ā  Never let anyone tell you different.

*Hat tip to Jim Anderson for sending me the video link.

P.S. If you like this post, be sure to read my follow-up analysis.

Add Your Comments

Comments (44)

  1. That just made my day….

  2. WOW- what an emotional rush I just got. Thanks

  3. I’m smile’n.

    Thanks!

  4. Totally amazing. For sure I just got all choked up in the office. Thanks for sharing. It’s so, so true.

  5. That was absolutely wonderful! I put it on my favorites on YouTube… definitely a great example of how re-wording your copy can make a WORLD of difference.

  6. Literally took my breath away….

  7. A angel with a beard

  8. The truth of the message…Thanks for sharing

  9. I have a folder which I enclude inspirational messages. This one definitely goes in that folder. Thank you the “eye-opener”.

  10. TERRIFIC MESSAGE!

  11. OMG, it was so inspirational, so simply executed but so powerful. It was awesome. Thanks for sharing.
    Kathy

  12. The visual and spoken can’t be beat, Kudo’s

  13. Thanks so much for sending this. I had an entire presentation prepared for my marketing team on the value of good copy. Needless to say it is now in the trash and we’ll be watching the video instead.

  14. Fantastic video, very thoughtful. It really drives home the idea of attaching emotion to your message. I will certainly be thinking back to this video when I’m writing copy.

  15. It is a beautiful day, and you helped me see it. Thank you.

  16. Copy that goes beyond your eyes to your heart; like Hemingway selling cheese…. It tastes better paired with the message…

  17. Brought tears to my eyes. Would that I could do the same with my copy. Thanks so much for sharing.

  18. Thanks for this emotional post!

  19. Switching the message from ‘have compassion for me’ to ‘how lucky are you’ is the trigger that connects, creates an emotional response and demands action of some kind from the viewer.

  20. Just great! Simple and strict to the point. Words should connect people through emotions.
    Thanks for sharing
    Patricia (Argentina)

  21. Great video, great message. Now imagine that the guy in the suit worked for a corporation, and his boss asked him to come up with the words for the beggar’s sign.

    His sentence would have been made into a paragraph by Corporate, watered down by Legal, and politically corrected by Human Resources. I’m thinking it would be a completely different message by then.

    Uh oh, I think my cynacism is showing again.

  22. Truly a great video. Very emotional indeed and a great approach to copy.

  23. I already thought my copy needed work….

    Now I know how much! Ouch!

    What a great video though, thanks for sharing.

    Bill
    http://www.RocketfuelSigns.com/blog/

  24. Esta bien :)

    Sean

  25. clavado! that was sweet.

  26. amazing how clear the real message becomes when it is from one heart to another’s when we take the time to look deeply enough. this video is a sincere conversation without a word being spoken.

    I would love to see more examples.

  27. Tough to write copy with tears streaming down my face…but well worth it!

    Thanks so much.

    Jenny

  28. Wow, that was truly amazing.

  29. Major chills — a point extremely well made.

  30. Great Video from FutureNowInc: Difference Between Great And Average Copy…

    Is Your Website Copy This Good?

    ……

  31. [...] This post is courtesy of the kind folks at Grokdotcom, but I wanted to add the media as well. There is no point me rewriting great commentary, so I’ve posted their analysis here. [...]

  32. One word. Bravo.

  33. What we take for granted!!??

    Thank You for making this beautiful film!

  34. [...] Tip to The Grok for originally [...]

  35. [...] Marketing sucksĀ if your MLS property descriptions, advertising, marketing and promotional copy is tarted up withĀ lame ass ad speakĀ or bloated with cottage-cheese-cliche cellulite. You gotta makeĀ ā€œmagicā€Ā not ā€œmonotoneā€. Ā Hereā€™s an example ofĀ crap copy and great copy. [...]

  36. [...] Marketing sucksĀ if your MLS property descriptions, advertising, marketing and promotional copy is tarted up withĀ lame ass ad speakĀ or bloated with cottage-cheese-cliche cellulite. You gotta makeĀ ā€œmagicā€Ā not ā€œmonotoneā€. Ā Hereā€™s an example ofĀ crap copy and great copy. [...]

  37. [...] Marketing sucksĀ if your MLS property descriptions, advertising, marketing and promotional copy is tarted up withĀ lame ass ad speakĀ or bloated with cottage-cheese-cliche cellulite. You gotta makeĀ ā€œmagicā€Ā not ā€œmonotoneā€. Ā Hereā€™s an example ofĀ crap copy and great copy. [...]

  38. thanks for the share!

  39. Really cool video! I had no idea where it was going for the first half. It really puts it all together in the last 10 seconds!

  40. So cool!!!

  41. exciting, thanks

  42. For me, as a Dubai real estate broker and seller of different properties this article is very helpful! Thank you!

  43. Marketing sucks if your MLS property descriptions, advertising, marketing and promotional copy is tarted up with lame ass ad speak or bloated with cottage-cheese-cliche cellulite.

  44. [...] browsing through Grokdotcom, I came across this insightful post on Effective Copy and it had a video which I have embedded here. Since they are the experts, I wont say much more. [...]

Add Your Comments

 

Print this Article
Share

Jeff is a Persuasion Architect, Web copywriter, blogger, and instructor of FutureNow's Persuasive Online Copywriting workshop. Follow Jeff Sexton on twitter

More articles from Jeff Sexton

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: