I’m reading Can I Change Your Mind? – a book about persuasive writing by copywriter Lindsay Camp and came across something that resonated with my experiences of writing for clients.
Under the heading Losing sight of the intended result Lindsay discusses how clients keen to shout about their new “manufacturing process, award for innovation or bottling plant outside Kettering” often force a copywriter to mention them.
Now sometimes the new manufacturing process or bottling plant can be great things that attract attention or help convince your customers that your business is right for them. But all too often these bits of information are forced into copy because the client is proud of them, not because they serve a purpose.
Lindsay goes on to advise aspiring persuasive writers to “tell your reader what they might be interested to hear rather than what you want them to know.”