“Always enter the conversation already taking place in the customer’s mind.” – Robert Collier
Is there a difference between writing content versus content marketing?
YES – A HUGE difference!
Most copywriters just write content. They do not understand content marketing … the planning … the strategy … how emotional urgency primes sales … or what type of content works best for different types of buyers, products or services.
All of these things are key components to successful content marketing.
And these are just the tip of the iceberg.
Imagine you get to choose between:
- A writer who can write a blog post, or
- A writer who can craft an article or blog … PLUS
- Help their clients come up with an integrated content marketing plan that is audience specific, and
- Creates Emotional Urgency within the potential buyer
OK – of the two choices, which one would you choose?
So, you might be wondering, “What is a Content Marketing Concept Consultant?”
Content marketing concept consultants create written advertising and marketing designed to create emotional urgency. The writing they create is called “copy.”
Why do many Fortune 500 companies hire former comedians when they need direct response sales letters, case studies, and outstanding sales presentations?
As it turns out, stand-up comedians are the acclaimed experts in creating unique and memorable copy, story-telling concepts, and memorable presentations.
More to the point, they are creative, they understand the subliminal power of humor … they not only think out-of-the-box, they live outside of the box.
Actually, they live on the edge, but that’s another story … and that is good news for you.
Do you always recommend the use of humor in direct response content or sales copy?
NO! In some cases, humor can be distracting or misinterpreted as offensive! It depends on the target audience.
The problem is this:
- Most copywriters are not funny, because
- Most copywriters do not understand the science of humor
So, when you need humor (or sarcasm or irony), it only makes sense to seek out someone who understands the art and science of humor (and as the saying goes, “humor is harder than it looks”).
The demand for intentionally humorous copywriting has grown alongside viral marketing; truly funny content is more likely to be virally passed along than almost anything else.
Old-school copywriters warned against any attempt to use humor within their copy. In their words, the ONLY job a professional copywriter had was to “get people to buy … as soon as possible”.
These old-school writers were experts (in their day) using the specific tools within their copywriter’s toolbox.
However, a valuable tool they did not own, did not grasp, and consistently underestimated, was humor (and to a greater degree, comparative sarcasm).
When was the last time you saw a segment of 60-Minutes “go viral” … as opposed to YouTube videos with humorous content?
The most important concept I learned during my years as a stand-up comedian was … “You can’t MAKE people laugh; you can only make them WANT to laugh.”
The same idea holds true for sales.
“You can’t make people buy – you can only make them WANT to buy.”
Writing Content versus Content Marketing
A professional Content Marketing Concept Consultant is a person who is a master of the triggers of persuasion, the science of humor, the art of making your message UNFORGETTABLE, and who knows how to create Emotional Urgency … by design.
Persuasion isn’t about getting people to take an action … it’s about getting people to believe the action you want them to take is their own idea!
I work with people who want to build “Know, Like, Trust” relationships with their customers.
If you would like to know more, click on the button below … and let’s chat.
“Good judgment comes from experience. And experience? That comes from poor judgment.” – Dean Martin