If you’re a guy that’s currently trying to woo the love of your life, then you would know that your attempts are ridden with challenges.
In addition to convincing your potential suitor that you’re not a serial rapist, you must also appeal to her heart, mind and soul. Easier said than done, especially when women have the uncanny ability to sense jerks and see through fakery.
Women get hit on more times than we guys can even imagine; so more often than not their initial reaction is to seem disinterested or be wary. Much like how we consumers think that every piece of promotional message – be it in ads, sales calls or e-mails – are too good to be true.
So before she switches off for good, here are a few tips based on copywriting essentials that could help you close the deal, or at least improve your chances:
1. Open with a Bang
Before you get the wrong impression, let me set this straight. In copywriting, the first words the consumer reads or hears are critical. Better yet, if you are able to weave in a benefit at first contact, such as a headline that answers the question “what’s in it for me?” In the case of courting, don’t just ask her out, instead find out what she enjoys and propose an outing with specifics. Example: do you want to join me for a sunset picnic this weekend?
2. Be Persuasive
But not pushy. There are certain words we copywriters use to subtly influence consumers in their decision making process. I’ve written about these power words in a previous post that you may want to check out. In the same vein, courting is also about using subtle influences to compel a desired outcome. Not only in words, but gestures, confidence and mannerisms… just take it easy or you risk looking pushy.
3. Highlight What’s Worthy
Nobody reads, and this is especially true today where people just scan through text in search of only the interesting bits. That’s why copywriting these days involve heavy use of subheads, crossheads and bullet points to highlight the more compelling points. In the same way, you’ve got to appreciate her attention and get to the interesting bits of the conversation quickly. No two hours stories about your grandma, please.
4. Maintain Authenticity
Believe it or not, we copywriters tend to be as genuine as possible when crafting our prose. We may misdirect but never mislead or overpromise, because we hate it ourselves when promises fall flat. So while courting, stay true to yourself and most importantly be believable; women are as likely as consumers to smell the rat.
5. Focus on the Relationship
Ideally, copywriting is the art of making a sale. But before consumers can part with their money they must know, like and trust you. It is a long-term process that emphasizes on building relationships than just making a sale. So before a woman parts with her heart, mind and soul, you must endeavour to work on the relationship and build trust. It takes time, but the rewards will be worth it.
And in case you’re wondering, this doesn’t apply for courting guys, we’re easy… aren’t we?
Here’s a reprise of something I’ve written previously because I think it’s ripe for an update. The new words are from 6 to 10.
Advertising is the war. Copy is the weapon. Words are the ammunition.
Although copywriters are equipped with an arsenal of words to use as he or she pleases, there are quite a number that are ever-popular in ads. These are usually everyday words, mindless superlatives and hard sell calls-to-acts.
I must add that I have been a chronic repeat offender myself. But then again, not all the words you see or hear in an ad are from the writers; if you know what I mean.
Here are my personal top ad words and what they actually mean, in no particular order:
If you think you’re going to get special, preferential or any form of private privileges, you’re wrong. The word exclusive is added to make things look more desirable than they actually are. I mean, if you really want to be exclusive, would you advertise in a website that gets like 1 million hits a day?
This one’s an evergreen favourite and probably the all-time, most used ad word. “Enjoy the experience. Enjoy the offer. Enjoy the freedom. Enjoy the splendour”… I could like go on forever. It’s a word used to get you thinking about enjoying yourself, hopefully with the product somewhere in the picture.
This word is a dirty little fellow. One rule of thumb to keep in mind when you see this word is that there’s never such a thing as a free lunch. Nothing is free, period! The cost of whatever is “free” has already been added to the amount you are going to pay. So unless the ad is referring to air, be wary.
This is probably the easiest superlative to use for a writer, simply because anything can be amazing. This post could be amazing, or maybe your internet connection or that client who’s an amazing pain in the ass. See? Something amazing need not be advertised if it truly is.
Hurry! Offer ends XX Month 2010. So you are supposed to call, click or visit to purchase this exclusively enjoyable and amazing product that comes with a free gift before a particular date. Hurry means they aren’t selling enough as it is or think you are a sucker to fall for such a cheap trick.
And the new ones…
I am certain you know where I’m going with this… Facebook lah of course! For such an obscure word – after centuries of being overshadowed by the word ‘Love’ – Like has attained sudden super-stardom. But what does it mean? Sadly, nothing.
When an ad says “You”, it actually means you. But do not be deceived by this cunning flattery, as the science of advertising reveals that the use of this word is to make sentences more personal. The ad is supposed to be written for you… only you; and not young adults aged 21 to 28 with moderate disposable income living in urban areas.
This one’s a classic. But if you see this word in an ad, it means the writer knows jack-shit about the product. Because if he knew something about the product, he wouldn’t use a generic term like “quality”. Different people have different standards to which they measure quality, and that means quality can’t be quantified.
New and improved. All-new. New taste. New formula. New pack… you get the idea? The reason this word is often used is because we are all suckers for new things. Who doesn’t like a new ride or a crisp, new shirt or the smell of a new book.
Aren’t we all seeking for something. To discover places, thrills, experiences, friendship, enjoyment and satisfaction. We writers use this word to implant curiosity and hopefully compel action. But sadly, the kind of discovery we want you to make involves pulling out your wallet.
How do you know when you are old? When ‘chat speak’ become entries in the Oxford dictionary.
Along with other online acronyms, the ‘Heart Symbol’ is also now recognized as a… errr… word, which is the first graphical entry in the dictionary’s 127-year history. Have the dudes at Oxford finally gone bonkers after years of toiling for the advancement of the English language?
I understand for the need for staying current, but ‘LOL’ is a phrase for crying out loud. And the ‘Heart Symbol’ … how the heck do you even pronounce it? So the keyboard of the future may have the ‘Heart Symbol’, just like how we have ‘&’ for ‘and’.
I don’t know why I feel strongly about this. Perhaps, my years as a toe-the-grammar-line-copywriter have turned me into a traditionalist. Or maybe just the common sense that dictionaries are for freaking words.
In any case, the children of the future are going to have a tough time defining ‘Lolled’. Go figure kids!
FYI… ‘OMG’, ‘WAGS’ and ‘FYI’ (pardon the repetition) made the cut too.