Why You Shouldn’t Write About Your Own Product

After taking copywriting courses, I realized the true potential of marketing through copywriting. Initially, I was against copywriting because due to ignorance. The teachings mentioned strong exaggeration and even lies, but it was mostly emotional instead of factual writing. My left-brain was thinking strictly logic and rationality. There’s even a popular book I recommend called “Marketers are Liars” by Seth Godin.

Like the 80/20 principle, the sell of a product consists of 80% marketing and 20% is the product.

Think about it! When was the last time you purchased a non-essential item, without reading about it first?

I remember reading the technical specifications of products and ignoring all other text during a purchase; just like reading only the nutrition label on the back of a food product. However these were non-necessary products which didn’t satisfy the basic human desires.

The principles of copywriting are based on eight human desires commonly in which human beings are biologically programmed. They are:

  1. Life and Survival
  2. Indulgence of food and beverage
  3. Feeling of Security
  4. Intimate Companionship
  5. Feeling of Ease & Comfort
  6. Feeling Superior and being on top
  7. Caring of Loved Ones
  8. Feeling of Social Proof

With these in mind, writers will evoke the said emotions from the reader and relate it to the product or service. It is not collegiate level writing but rather easy-to-understand phrases in a visually-pleasing layout.

It seems counter-intuitive for the intelligent reader but (almost) everyone feels emotions. I would say it depends on the product and which audience it is targeting determines the sophisticated level of copywriting. Studying psychology is helpful to be good at copywriting but not required. Consumer  behavior researchers is also good to know. 

In the recent years I’ve been an absorbing sponge for the self-help industry reading many how-to books, videos, interviews, and attending seminars. This is where the basic human desires to be superior applies and I’ve been strongly affected by copywriting.

For those consumers with uncertainty and doubts on making a purchase, it is the copywriter’s responsibility to validate your decision.

Other principles apply on persuasion other than copywriting, such as social proof, concrete evidence, referrals and an emotional story. You can also apply those concepts through copywriting.

For those who have a great product, conduct marketing by having great  copywriting first. Great copywriting is powerful and most people are totally unaware of its effects.