The Importance of Being Truthful In Copywriting
One of the cardinal rules of copywriting is honesty. Being a copywriter requires a person that is able to keep it real when trying to sell a product. There is no room for lies or for stretching the truth.
A copywriter is only as good as their reputation. Nobody wants a copywriter who has been proven to be a liar. This will not help product sales at all. Once people realize that a copywriter is not being truthful, the whole sales pitch is blown apart.
One of the biggest assets a copywriter has is the confidence that the customers have in them. If customers are not confident in a copywriter, then they will not trust what they say and the chances are slim that they will buy the product.
The main goal in copywriting is to sell. Without the trust in the copywriter, the copy will not sell. It is very hard to rebuild a reputation once it has been tarnished.
If you stretch the truth or simply do not verify facts in your copy, someone will find out. You have to make sure that everything in your copy is accurate and true.
One area where copywriters are often tempted to tell lies is in testimonials. This is a huge mistake. While it may be difficult for a person to prove the testimonials are false, they will realize it eventually. Someone will see that the testimonials seem off or that what the 'customers' in the testimonials are saying is not true.
They will then blow the copy sky high by exposing the lies.
Another thing that many copywriters tend to lie about is benefits. Making up benefits or elaborating on benefits to make them seem even better than ever is not an okay thing to do.
Customers will discover these lies and they will not be happy. Every product has its own uniqueness about it. There is never any reason to lie when writing sales copy.
As mentioned, if you are a good copywriter, then you can turn even the simplest benefits into something amazing with the power of your words. Elaborating benefits is never going to come out good in the end for anyone involved.
Truth is the next most powerful tool next to words that a copywriter has. When a copywriter sticks to the truth and nothing but the truth, people are going to start believing in them and trusting them. It is that trust that will get sales.
People want to buy from someone who is honest and who is not going to feed them a line of made up information.
People want to know what it is that they are really buying. They do not want to be disappointed when they get the product and it is nothing like they were promised.
When a copywriter lies in their copy, they are hurting themselves and the customer. They are not really doing their job because they are not really selling the product.
Anyone can tell some great lies about a product. It takes real talent to be able to write up a copy that can sell even the worst product by just using powerful words and the truth.
It is never okay to lie about anything in a copy. It is the copywriters job to make the product seem like the best thing ever, but no matter the product that is possible to do every time without telling a lie.
A good copywriter can write about any product and make it seem like the best thing ever invented. If your skills are not good enough and you feel like adding lies to your copy, then perhaps you need to brush up on your copywriting skills instead.
If you are ever tempted to stretch the truth when writing copy, you should stop and try to figure out why.
Maybe you need more information about the product or maybe you need to go find more descriptive words. There is obviously something more that you need if you feel that making up information is necessary.
Instead of creating bad copy that is filled with half truths and lies, try taking a break or doing more research. You should be able to come up with some great things to say about any product.
That is after all, your main task. A copywriter is supposed to be able to make anything look great and make people want to buy it. You have to always stay true to yourself and your reputation by always printing the truth.
