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FutureNow Post
Monday, Sep. 21, 2009 at 12:05 pm

Nobody wants to read your sh**!

By Jeff Sexton
September 21st, 2009

Stop TalkingMost valuable writing lesson ever. Or so says Steven Pressfield in this blog post on how his first professional job as an advertising copywriter indelibly carved this truth on his psyche:

“Nobody wants to read your shit.

Let me repeat that. Nobody–not even your dog or your mother–has the slightest interest in your commercial for Rice Krispies or Delco batteries or Preparation H. Nor does anybody care about your one-act play, your Facebook page or your new sesame chicken joint at Canal and Tchopotoulis.

It isn’t that people are mean or cruel. They’re just busy.

Nobody wants to read your shit.

There’s a phenomenon in advertising called Client’s Disease. Every client is in love with his own product. The mistake he makes is believing that, because he loves it, everyone else will too.

They won’t. The market doesn’t know what you’re selling and doesn’t care. Your potential customers are so busy dealing with the rest of their lives, they haven’t got a spare second to give to your product/work of art/business, no matter how worthy or how much you love it.”

Every online copywriter – no scratch that – every writer, marketer, advertiser, business owner, and entrepreneur should go read this post in its entirety.

This very powerfully states what Future Now has long taught: prospective customers are task oriented – they have lives and they are not on your Website because they are interested in you, or your company, or how you’d like to “position” yourselves within the industry.  Your online visitors have a problem and they are really only interested in whether or not you have a viable solution.

Once you understand that, you can move away from we-we copy in order to focus on providing visitors with:

  • Ongoing visual and text assurances that they’ve come to the right place to find their solution – i.e., provide good scent.

Nobody wants to read your copy.  But if they’ve voluntarily come to your Website in search of a solution, chances are good they will scan, skim, and yes, even read copy that addresses their task at hand.

The difficult part is often the task of separating out “your sh**” from the copy that’s actually needed to address visitors’ concerns.  Hiring outsiders often helps with this.  Personas are also extraordinarily helpful.  And so are the guidelines outlined in Steven Pressfield’s post – go read them!

And then go kick some online marketing a**

P.S.  If the name Steven Pressfield seems familiar, you may have read his (highly recommended) non-fiction book, The War of Art.  Or possibly his extremely popular historical fiction (also recommended).

[Editors Note:  The author of this article is now blogging at jeffsextonwrites.com]

Add Your Comments

Comments (187)

  1. So, if you want to hire a copy writer who can write for ‘prospective customers are task oriented’ who can you get?

    I am looking for a copy writer but I am unsure who is any good?

  2. I’m going to Tweet this because I think it’s a lesson people on Twitter need to learn.

  3. The most effective sales page I’ve ever written is as basic and straightforward as possible:

    Here’s the product.
    Here’s the options.
    Here’s the best prices I can offer.
    Not convinced? Here’s more information.

    Now, who wants to read my screenplay? Just kidding.. but if you think the market for writing is bad now, I can only imagine what it was like 20 years ago when there was no web. The few jobs available may have paid better and offered more security, but there was a much more limited window of opportunity.

  4. I’ve tweeted. Great words of advice.

  5. I’ve also posted on facebook. Thanks!

  6. VERY good post. Gives me some food for thought esp. about the copy. Thanks.

  7. Nice tips to let your audience hook into your post. Not just plainly having a post without considering the quality of it.

  8. Very funny. In order to attract new customers you have to constantly be providing valuable content in a way that is totally unique.

    This is a very hard obstacle to overcome. Hmmmm How do I get people to read my s$%&?

  9. It is crucial to know your readers / visitors and offer them what interests them.

  10. That’s a problem then,… if you’re selling advise! Giving people the answer they searched for makes people read you’re shit. On the other hand it doesn’t make them buy you’re advise does it?

  11. Totally agree I am going to write the title of this post on the office wall. Thanks for the links to the other posts too.

  12. Yeps u r absolutely right! And the tips so awsome, so I hope everybody will read my sh**t :)

  13. An associated image can help grab attention and get the viewer to read more.

  14. [...] My good friend, Jeff Sexton reminds us that Nobody wants to read your sh**! [...]

  15. These are VERY important and helpful tips.thanks a bunch for sharing them.

  16. Very well said. Every content creator should look at herself as a problem solver. What problem does your content solve for the reader, visitor or customer? Does the content make the site visitor `feel better’ after reading it. Did it make her wiser, push her a step forward towards addressing her problem?

  17. regarding “visual and textual assurances”:

    I know that testimonials work. Honest, simple words from someone who has tried your product and can vouch that it worked for them. Prospective customers relate to that.

  18. Shaman,

    Couldn’t agree more: testimonials absolutely DO work. And some work much better than others. I recommend heading over to Sean D’Souza’s website http://www.psychotactics.com and snagging a copy of his PDF report, The Secret Life of Testimonials. The stuff he puts in there is worth it’s weight in gold.

    - Jeff

  19. hmmm..what should i say now after reading this….Just a good Advice…tweeted.

  20. @Jeff, I looked on http://www.psychotactics.com for The Secret Life of Testimonials, but could not find it. Do you have an URL to the page to download it?

  21. I agree if is not a good content no one wants to read that s.. Towing

  22. An excellent job of putting all the good advice about copywriting in a nutshell. I always try to explain to my newsletter clients that a newsletter isn’t about hard-selling their products to their contacts – it’s about raising and dealing with issues that MATTER to their contacts. Which might give you the permission to mention your products/servics in passing… :-)

  23. The true value of marketing is actually satisfying your customers. Too many people build websites based on their own view which is good or bad.
    Who sow, he reaps. That’s a law! So if you want to reap understanding from your customer, you should sow understanding too. Get to know your customer more, sow trust to your customer so you reap trust from him and I bet he will eat everything that you have…even your s**t.

    cheap laptop computer

  24. “Copy that speaks to them about what matters to them.”

    Yep, it’s all about relevancy, baby. Your message SHOULD NOT revolve around you or your company. It should focus on the customer. Specifically, your marketing message must explain what your product or service will do for the customer.

    And if you cannot articulate the felt need of your customers, how do you possibly hope to persuade them?

  25. This is a message I’m always trying to get my clients to understand.

    Although I do tone down the delivery somewhat… Maybe I shouldn’t and they would finally listen up.

  26. I don’t use the word “sh**” in the workplace, why do you?

  27. Can the crude language. It not only cheapens your message, but cheapens you as well.

    If you can’t get your point across without resorting to the base & vulgar, it’s time to get a new profession.

  28. Jack and David,

    To quote my marketing mentor, “The risk of insult is the price of clarity.”

    The word you find so objectionable – well, the quote that inspired this post had that word in it. And it was an essential part of the quote. It made the message as clear and direct and powerful as possible. I don’t apologize for that.

    Even still, I used asterisks within my post title and within the post itself specifically so as not to unnecessarily alarm the easily offended. Beyond that, I’m not particularly worried about anyone who takes offense at asterisks.

    - Jeff

  29. The point is that you used asterisks in the title and then decided to use the full word in the article, so your defense doesn’t hold up.

    Additionally, this isn’t the first time you used profanity in an article, but I figured you were having a bad day.

    It’s not an issue that the word I “find so objectionable” was out of your mouth or somebody elses mouth. That’s not the point. You chose to use it. It’s ironic that I didn’t want to read this article after seeing the word. As an adult I can comprehend what your getting at without you spelling it out.

    I know we live in a culture where nearly anything can be posted online. But whatever happened to the expression “Know your audience”?

  30. David,

    Go re-read the article. You will see that the only place that the word appears sans-asterisk is IN A QUOTE. I chose to use the quote because I found it made the point of the article startlingly clear. And because it was someone else’s words, I did the author the service of not altering his words.

    If that upsets you, I can understand that, but I can’t say I share your viewpoint or am willing to cater to it beyond the use of asterisks.

    As for knowing one’s audience, I think the rest of the comments are rather clear in most people’s appreciate of the stark clarity of the message.

    - Jeff

  31. I’ve just tweeted this as – in spite of the secondary comments about the ‘S’ word – really good advice that can’t be repeated too often.

  32. Thing is, we aren’t in the workplace here; we’re on the Internet. Furthermore, there is an ad at the bottom of the page that says “Your website sucks…” That’s probably offensive too.

    I could see being careful to avoid such things if you were writing copy for say, a religious organization, or a hospital, but I don’t think it’s out of place here.

    Anyway, the title of the article is now firmly entrenched in my mind, as a new copywriting mantra, and probably yours as well. Mission accomplished, right?

  33. Jeff, I have added a new line to our new customer notes sheet – “clients disease (0-10)”

  34. Good post, I always try to keep my copywriting to a minimum and don’t try to hype the hell out of it. I think most consumers just want the facts.

  35. Good points. Great shit.

  36. Jeff, I have to agree with your readers who take issue with the inclusion of profanity in your post. I often forward Future Now posts to my 25-person writing team, but not this one. Why? Because of the profanity, because of the dead link to Steven Pressfield’s blog which we are asked several times to read in its entirety, and for the misuse of the word “its” in one of those links. I love the grokdotcom newsletter, but this is not one of its better posts.

  37. Pam,

    Thanks for letting me know about the dead links. They were working when I first published the post. At any rate, I have now fixed them if you’re still interested in reading the Steven Pressfield post.

    And thanks for catching the grammatical slip. Didn’t have the proof-reader on this one – Doh!

    As for the profanity (and I really question if that word even crosses the boundaries of what I would consider profanity… but I might be rougher around the edges than some), I stand by my previous statements – not only was it part of the quote, but it was a necessary and essential part of the message’s impact. I felt – and still feel – that the power and clarity of the message was worth the risk of insult. Sorry if that prevented you from sharing the post or even enjoying it, but there wouldn’t BE a post without it.

    - Jeff

  38. Hm, great article. This really changed my outlook on a lot of my internet marketing. I am starting to wonder if my halo images site, http://ylhr.net, is really what the readers are wanting. I think I should start including less information and stick straight to the facts.

    Thanks for the great article, blog is going straight to my RSS.

  39. Zakk,

    Oddly enough, when you’re blog or website is about something inherently sexy – such as video games – that may be the one time when people actually DO want to read your stuff ; )

    It’s funny but it’s not infrequent that I get businesses telling me they want a website that’s like, say, Danica Patrick’s or like Harley Davidson’s or something. And I have to explain to them the difference that comes with someone who is genuinely interested in Danica Patrick and who is on the website to be entertained and someone who is on a Website because they need to solve a problem. Can the two overlap? Sure, but not as often as most companies want to think.

    Still… I’m glad you found the article helpful, and I think a strong customer-focus is always a good thing.

    Thanks for the comment.

    - Jeff

  40. It’s back to marketing basics isn’t it!? Give the market what it wants and needs and it is going to be more responsive. Lead them. Increase engagement and they become even more responsive!

    http://www.tweettwins.wordpress.com Social Media consulting & training

  41. You know? You’re the best one for choosing VERY interesting title for this post. Title is the gate to reader for reading your post. Thanks for inspiring title ;)

  42. Wonderful post.
    The catchy titles actually makes the reader give a sh**
    I believe social marketing can be quite helpful in this manner.

  43. There is so many people out there who must read this, even I realized that I am lately making nothing more than just a head-bang because of inspiration form so many sources.

  44. I agree with you.
    If you want to hire a certified copy writer, be sure to know them better.

  45. Its a great word of advice. Nice post.

  46. hey, Straight to the point, I like it.

  47. Thats so great shit you are writing. :) but seriously I totally agree with your point, everyone is busy and they don’t want to read your shit.

  48. I often find my self wondering what to write because I firmly believe no one wants to read your shit. So thanks for your article and the linked article because it helped me write for my blog.

  49. [...] Marketing showcases five tips for avoiding deadly SEO copywriting sins. GrokDotCom reminds us that “Nobody wants to read your sh**! These articles are funny, informative and (for some) may hit very close to [...]

  50. In these days, where almost everyone’s body is filled with nothing but caffeinated content from Starbucks, the usual attention span has drastically reduced amongst all people! Everybody minds their own business, no one cares about what you have to say unless you’re physically putting money in their pocket!

    Nisha Parmar (Marketing Strategist)
    SEOBizNiche – Michigan SEO Experts

  51. I almost forgot “empathy”. This word is embedded to the minds of anyone trained in customer service. I wonder how I can show empathy when I’m trying to make a stand on what I believe in. Most of the time, I end up being controversial. Perhaps truth and empathy can find a point of collaboration especially to those who really don’t want to read one’s sh..

  52. Good points.With a endless amount of content on the internet, there is a lot of crap as well.Many people suck at writing, but would be a lot better at making a video explaining the same thing.

  53. Lol very good and to the point, I like it.

    My Blog

  54. Woow Great advice. I’m gonna tweet it too..

  55. So when you want your blog to be loved and visited by many visitors, you should keep your blog posts interested to anyone that’s reading. Not only who enjoy your writing, but others as well.

  56. If that be the case then where does the Content is king theory stands.

  57. SEO tips,

    Only a certain type of content is king – content that’s focused on the reader and his needs! Most other content that’s company-focused really is crap, both from a persuasive and often from an SEO perspective.

    At least that’s been my experience.

    - Jeff

  58. you need help

  59. I believe it is a tech and new technology to be tracked.

  60. Ha ha ha, harsh words, yes, but they are the TRUTH that every online marketer/copy writer needs to take special note of. Adhering to your tips will surely help. Thanks for sharing!

  61. The post is incredible.
    It is a lot of fun and informative.
    We have to constantly offer content which is completely unique to attract new customers.
    Thanks for sharing.

  62. I agree with you. Most customers are well informed and do not like when trash is given to them.

  63. Give your customers the best and they will respond by helping you achieve higher sales target.

  64. So true, I wish people would take note of this.

  65. Great post. The thing writers need to understand is that people are busy and are looking for a SOLUTION. If people have to read your sh*t to find that solution to a problem, you need to make sure it is easy to find.

  66. I think this is a huge problem especially with companies who do their own public relations. They send out press releases that are not unique and don’t put them into an elite group they basically tell the same story as the 20 other businesses who sent out releases that week. Especially in a new media world many companies need to lay off drinking their own kool-aid and start listening to customer feedback.

  67. Excellent point and very true. Often a website owner is too close to the problem to be able to see it from the customer’s perspective and make adjustments accordingly. Hence bringing in an outside copywriter can be an invaluable exercise – an investment, not a cost.

  68. [...] Source:Nobody wants to read your sh**! Share and Enjoy: [...]

  69. Does it mean I should not talk about personal experiences in my articles?

  70. Some time ago i try to write content to my website, it’s realy difficult…
    thanks for the link, i like to learn new stuff:)

    regards,
    Wojciech Skarbek

  71. You are so right, today everyone is so caught up in their own lives, they have little time to visit and stay on a certain website.

  72. [...] Nobody wants to read your sh**! – Future Now – Sep ‘09 [...]

  73. I can’t agree more. I have knocked down the blogs I read to people who just give top information all of the time and don’t stray away or try to pitch too many things. So many people think that if you run a marketing blog for some reason someone wants hear about your dog…they don’t!

  74. Nothing bugs me more then the meme blogs that try to sell me the best product and service ever. Yet I have never heard of these people, they have no testimonials, and their pictures look like a wet dog. Fun post, thanks! :)

  75. Anyone thinking of setting up a blog really needs to justify the business reasons for doing so, and set up an appropriate strategy and targets with it. Of course, a personal blog is a different matter, but where’s the point of having a business project with no strategy or goals?

  76. Great article great advice.

    It sounds so simple and obvious, but it’s incredible how few people get it!

    When I write copy for my clients, in many cases I have to persuade them that this is the right way to go, and that I actually know what I’m talking about!

  77. One of your recommendations is “Pathways/links that allow each visitor to choose their own path,”. I guess we should be careful to not provide too many options. Some of my friends believe that the optimal number of options in a landing page is one! I am not sure this is right, but I guess that landing page should not have more than four to six options.

    What do you think?

    Sty

  78. Yes, every content created should be atleast some value for those who read it.

  79. Very useful information. It’s important to remember that it’s not about us — it’s about the site visitor trying to solve a problem they have.

  80. Yup! I like this style. I think it’s the first time I read a blog post with this kind of language.

    I’ll read the blog post you mentioned. Thanks.

    Franck Silvestre

  81. One sentence i eard often in my job is :
    “write first for people, after for Google”…
    Even if it’s otimized, if nobody want to read it, it’s not efficient at the end…

  82. Good advice here, and you’re right – people really don’t care about you, they only care about what you can do for them. (Except for your Mom – she cares.)

    Effective copy is ALWAYS about the customer and what he or she will get out of reading on and eventually becoming a customer.

    It should always answer the reader’s question: “What’s in this for me?”

    The only page on a website that should be about the company and the people is the “About me” page – and that actually is important because some people do want to know something about those they might do business with.

    Avoiding the “we-we, I-I” syndrome is just one aspect of effective copy – but it’s probably the most important one.

    As for giving away free advice, I say just do it. You don’t need to tell everything you know. Just tell enough so people feel like reading your copy was time well spent.

  83. [...] Nobody wants to read your sh**! – Future Now – Sep ‘09 [...]

  84. [...] Echoes of a Forgotten Age [...]

  85. [...] Echoes of a Forgotten Age [...]

  86. Thanks, very informative! I just searched for such information.

  87. Well, I’ll be god-damned and ass-buggered! I guess I was wet-farted wrong about not using crude language in my client’s copy.

    So screw me sideways with a rusty spoon. I’m going to have to puke up some really narly stomach chunks in my copywriting from now on.

    I’ll be throwing off crudities’ like so much piss on a hot pavement – letting my yellow, smelly bladder juice splatter where it will.

    But… what the shit… that’s what people like to hear – right?

    (The same as the ad I now see on this page, with a crusty old bitch snarling “Your Website Sucks…”)

  88. I agree with you nobody want to read the useless information but the useful information is very difficult to find it.

  89. if you’re selling advise! Giving people the answer they searched for makes people read you’re shit. On the other hand it doesn’t make them buy you’re advise does it?

  90. Jeff,
    You bring up a point that most people quickly skip over in their rush to get their “great” content posted online. The way I like to maintain the proper attitude is to always remind myself that no one truly cares about the writing or content. They really don’t want to hear it. They want a solution to their problem. Focus on your visitor! Help and allow your visitor/customer to do what THEY want to do. After that, they will do what YOU want them to do. Always a win-win:)

  91. Good advice here, and you’re right – people really don’t care about you, they only care about what you can do for them. (Except for your Mom – she cares.)

    Effective copy is ALWAYS about the customer and what he or she will get out of reading on and eventually becoming a customer.

    It should always answer the reader’s question: “What’s in this for me?”

    The only page on a website that should be about the company and the people is the “About me” page – and that actually is important because some people do want to know something about those they might do business with.

    Avoiding the “we-we, I-I” syndrome is just one aspect of effective copy – but it’s probably the most important one.

    As for giving away free advice, I say just do it. You don’t need to tell everything you know. Just tell enough so people feel like reading your copy was time well spent.

  92. This is no doubt that market a product is just like finding water in a middle of desert but to some extent i can agree with your points because all it up to the strategies you make for your campaign.

  93. I’ve also posted on facebook. Thanks!
    Bookmarked and twitted ! :)

  94. Thanks, very informative! I just searched for such information

  95. thanks very nice articles. my shared to facebook

  96. Doesn’t every blogger/writer think that everything they write is worth a million bucks. Of course there are some that are really good and others not so much.

  97. If you do any kind of writing then Steven Pressfield is dah man. Go check out the War of Art. Even better, buy the audio book and listen to it at every opportunity.

    Then apply what he teaches. He knows what he’s talking about! Good post.

  98. The title of the post and of course the picture had me laughing! People like to do business with those that are informative and interesting.

  99. @John That is such an effective way to put it. Here it is, here is the cheapest I can do, and more info if you aren’t convinced.

  100. Jeff,

    I have written for many years, and nobody has ever put it that bluntly. I read the article you linked and drew a lot from it. Thanks so much!

  101. Certainly an interesting post, but I do feel it depends on your niche. If you are in a niche where people are really passionate about a topic it could be that they will seek out info related to it.

  102. @ help

    Yes but honestly even if they are passionate about it, it will probably not be in the same way as you are. I think the point is not to be passionate about it, but to be clear and concise above all else. Be respectful of their time, and give them something worth the time they spent coming out of the way to click on your site.

  103. People don’t have much time when they are on the Internet and nobody is interested in reading long chunks of content.

  104. The title of your article made me want to read more and see what you were writing about. It makes complete sense. People usually have a purpose in mind and if they don’t see a clear indication of how you can offer a solution to their problem/need, they will go elsewhere.

  105. “Nobody wants to read your shit”
    This may sound harsh but is true. people are too focused on their products and forget what their customers need.

  106. Advertising is the art of persuasion. This is a great result

  107. Each institution needs to advertise. I think this is one of the best there was google.

  108. I don’t know if it is just on me but the link is broken. I’m interested to read the article. But this seems to be useful.

  109. Hi Jeff,

    I like the way you write this one and the other articles How to Handle Jargon and Acronyms..Copywriter’s Intro to Frame-switching…are amazing

    regarding this one..I totally agree with you.

  110. Very good article. So true there…

  111. Good points!Even though its harsh its true….Advertising is an art or science……Each institution needs to advertise…

  112. Really no body want to read ? Of course nobody want to read bad content, include me.

  113. Nobody wants to read your copy. But if they’ve voluntarily come to your Website in search of a solution, chances are good they will scan, skim, and yes, even read copy that addresses their task at hand.

    This was simply best piece of advice from this article folks, I might even quote that on my website.

  114. Thanks for great post :)
    regards,

  115. nice post thanks for share

  116. Well Steven Pressfield is absolutely right in saying that you have to target customers according to their requirement, otherwise nobody is interested in reading your copy. Thanks for sharing such a valuable piece of information.

  117. I always try to explain to my newsletter clients that a newsletter isn’t about hard-selling their products to their contacts – it’s about raising and dealing with issues that MATTER to their contacts

  118. I try not to take my customer base for morons by slipping in affiliate links as if they weren’t. I believe in full disclosure.

  119. Absolutely! People will only hear what they want to hear. I actually heard this on a talk from Armond Morind and I thought it really makes sense.
    It’s the same story when it comes to copywriting as well!

  120. The take home message for me was

    “….Copy that speaks to them about what matters to them. Establish empathy with WHY they need your solution. Figure out what has driven them to need your product or service, and make sure you address those felt emotional needs as well as ALL of their lingering, sales-killing questions and doubts…..”

    Thanks a bunch Jeff!

  121. You said “Nobody wants to read your copy. But if they’ve voluntarily come to your Website in search of a solution, chances are good they will scan, skim, and yes, even read copy that addresses their task at hand.”

    Want to know another reason why people would read your website?
    To leave a comment and get a link :-)

  122. You are absolutely right in saying that nobody wants to read your unnecessary details. I think we need to be concise in this regard. Thank you for valuable information.

  123. Ya you are right..
    This article gives the light in which we can observe the reality.
    This is very nice one and gives in depth information.
    Thanks for this nice article Good post…..Valuable information for all.
    I will recommend my friends to read this for sure.

  124. It makes a lot of sense to me. I guess the best way to avoid this problem is to have originality and creativity in writing. ;-)

  125. Its always good to learn tips like you share for blog posting.
    As I just started posting comments for blog and facing problem of lots of rejections.
    I think your suggestion would be helpful for me. I will let you know if its work for me too.

    Thanks and keep post such a informative blogs.

  126. Content is what I an everyone I know is after when they do a search on the internet. A sales letter is ok on a site if it contains new information and not just a teaser.

  127. Nobody wants to waste they’re time reading on something which is non-sense. We always wanted something new and informative. The originality of the content is one character of a successful site. Also, it should have creativity and humor to attract readers.

  128. The title of this article attract to read more about this.
    I like the way you write this one and the other articles ,
    Thanks, very informative! I just searched for such information.

  129. I’m very glad to see that someone thought to post this topic.
    Quite a few people out there don’t understand what all is involved in this industry,
    and I think also we are many times underrated or taken for granted.
    Keep continue posting….

  130. Enter marketing to MAKE them interested. Dale Carnegie teaches everything you need to know and more

  131. Its always good to learn tips like you share for blog posting.
    As I just started posting comments for blog and facing problem of lots of rejections.
    I think your suggestion would be helpful for me. I will let you know if its work for me too.

    Thanks and keep post such a informative blogs.

  132. The originality of content will give you fame and credentials for doing so although most writer and blogger today are just re posting on something they have read from other blogs indicating its source which I felt bad. I hope there are more writers and bloggers who can write original contents.

  133. You are absolutely right. If someone write fresh and unique content that is interesting I will definitely read it. It’s only when someone write ‘copy’ the same ideas of somebody else (I’ve read elsewhere) that I will immediately stop with reading. Most people have original and interesting ideas of there own. Just don’t copy.

  134. The trick to sales is to tell them enough that they understand you are the best but not enough that they can do it themselves and bypass you?

  135. That is a great point of view I know my teenage daughter often tells me that is an awful lot of writing are you sure anyone is going to read all that?

  136. Personally I love reading blogs with thought and sense. I hate reading contents which have been copied somewhere else and then they don’t even care of acknowledging the sources.

  137. Lol, lots of truth there ;p

  138. People are like something beautiful and useful with them, so if you want to attract more visitors you must bring to them something good.
    Thank for the advice.

  139. yes very many good insight into copy writing, I still think the best to keep in mind is keep it simple

  140. good view. but i think we first must set our target costumer first when we can know it we can describe which part of information from our product we will describe in advertising we will publish

  141. yah i agree with you

    auto blog store

    titis blog

    arif blog

  142. Haha. Definitely a reality check for budding writers!

  143. Great advice for someone who has just started to get into writing.

    Thanks!

  144. I laughed once !

  145. “Every client is in love with his own product. The mistake he makes is believing that, because he loves it, everyone else will too.”
    That is so true, ppl need to write with some perspective :)

  146. This post is so right. Many website owners even believe that their site is the answer to erveryones dreams. How self centered people can become.

  147. Well I certainly agree I do not read that many ads and when I write a web page it sounds like Shakespeare and when I go back and reread it I wonder who wrote this crap?

  148. well when you write your copy you must put yourself on your visitor’s shoes and really try to solve their needs, providing a solution. It is better to hire a professional but they are very expensive so what can we do about it?

  149. Nobody wants to read your sh**!

    Title looks very cool and the content too.

  150. This is a good information for beginners.

  151. Thanks for precious information.

  152. WOW, harsh but it’s very true. People don’t want to read your stuff they care about themselves and what you can do for them.

  153. I think the irony of this post is the fact that so many people tweeted or posted it on facebook. :P

  154. being a writer is not one of the easiest jobs you could find. it’s surely difficult to keep your readers’ interest to every article topics you could think of. Hats off to all the copy writers of the world.

  155. Its true, a lot of the time we havent got the time to scan through page upon page, title is a little bit harsh though

  156. Well it is true that even on tv no one really sees the commercials they go get a sandwich most of the time etc. Unless they are searching for the product they are not interested in reading much of a sales pitch on it.

  157. I see some other commenters giving you crap for your writing style. I think it’s bold and on the psychological level it’s a title that calls attention to it. Usually I don’t read many blogs but this one caught my eye just by the title. That’s a good example of writing at it’s best. Some people say the vulgarity is unnecessary but it’s probably the reason they read this post as well, so mission accomplished. Gj

  158. It is quite true how you become wrapped up in your own website etc and look at it through rose tinted glasses. You have to continually take a step into your customers or readers shoes and take a look from their point of view and make sure you are providing what they want not what we think they want.

  159. We all tend to become embroiled in our own copy so this is good advice – if we take action.

    Testimonials work good – I can attest to that.

    Most important advice – Copy that speaks to them about what matters to them. If the reader feels you are talking to them about what concerns them the battle is won.

  160. if you have good product and convince speech, you can convince the consumers.

  161. Content is what I an everyone I know is after when they do a search on the internet. A sales letter is ok on a site if it contains new information and not just a teaser. Sam

  162. I never thought I would agree with this opinion, but I’m starting to view things from a different view. I have to
    research more on this as it seems very interesting.

  163. I think people do want to read your stuff as long as it is valuable and provides some expert insight on the topic. No one wants to read crap though.

  164. You can tell when a writer is full of himself – hard to bear. This post is valuable.

  165. This is a information which has a lots of thing which does not needs to be given and I think such information has no good for posting it.

  166. Like it was said before, if you have good writing skills, you can convince them. You make them think – “I want that”

  167. It’s a good point, well made. Your copy can’t be about “we” it must be about “you”, your audience.

  168. Hmm, you should always have your reader in mind when writing your content and not yourself!

  169. Authentic content goes a long way.

  170. This is very good advice for new blogger or content writer, as a new blogger writing content for my site, I hope to provide useful info for my customer, but this is easier said than done. One should spen time planning what it is you want to say and then say it in a concise and interesting way.

  171. Good post! It is an art to write good copy. I have tried but never got the hang of it. Now I outsource it instead.

    Chris V.

  172. Most people still not realize that copywriting or spinning article not good in seo. Google has made new algorithm which will rank a website by focusing on the content as the main manner rather than have a tone of backlinks. Although you’ve rewrite the content, google will see it as a none quality content. Readers will also hate to read the same content more and more.

  173. The problem is most people are driven by emotion not facts. Writers that try to use facts and logic so their readers will “see the light” don’t understand that most people buy on emotion i.e. pain. Show them how your product or service will ease their pain and you will gain a customer

  174. First make sure you are talking to the right target audience about something they will be interested in. Then tell them what action you want them to take, how to take it and why they should take it. Be direct and keep it simple.

  175. Once I embraced “What’s In It For Me” (WIIFM) and “So What” from my customer’s point of view, I began to actually understand what they actually want. And, it wasn’t always what I thought they wanted.

  176. visual assurance is just as important as text assurance (if not more important) to make a visitor realize that they are in the correct place

  177. Isn’t that the truth! So many business owners automatically assume “if you build it, they will come.” Not quite. It takes constant effort to even get people to realize you’re alive let alone step foot in your business. On my website, I offer short and to-the-point information about my business; it gets the point across as quickly and succinctly as possible.

  178. I believe writing is an art and I’m overly critical about my own writing – sometimes way OTT.

    I agree that people are searching for a solution to their problem and, if you can offer that in a way which allows them to relate and connect with you as a person, they’re much more likely to WANT to read your content.

  179. I agree with post and the fact that visitors come to site looking for solution of their problem.

    If there is a value and good solutions, than there shoud be no problem to attract visitors and new readers.

    Great site btw,!

  180. This is a very interesting post. You know, I truly agree with your idea – no one in this world will give a damn if your article is not made very well. This is definitely so true in article marketing and web content making, no one will ever notice and be attracted with the articles written there if it not properly made to attract the audience.

  181. Lol very good and to the point, I like it.
    Thanx

  182. [...] PS I stole the “shit line” here: http://www.grokdotcom.com/2009/09/21/nobody-wants-to-read-your-sh/ [...]

  183. [...] PS I stole the “shit line” here: http://www.grokdotcom.com/2009/09/21/nobody-wants-to-read-your-sh/ [...]

  184. [...] PS I stole the “shit line” here: http://www.grokdotcom.com/2009/09/21/nobody-wants-to-read-your-sh/ [...]

  185. [...] PS I stole the “shit line” here: http://www.grokdotcom.com/2009/09/21/nobody-wants-to-read-your-sh/ [...]

  186. [...] what I want to writers. I need fresh eyeballs.JoePS I stole the “shit line” here: http://www.grokdotcom.com/2009/09/21/nobody-wants-to-read-your-sh/*I don’t know why he didn’t respond… or resipond to my original message response and started a [...]

  187. [...] PS I stole the “shit line” here: http://www.grokdotcom.com/2009/09/21/nobody-wants-to-read-your-sh/ [...]

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

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