The Most Important Copywriting Secret No One Talks About

Every time I receive a critique request from a
mentee I'm also asked this. What's my overall
opinion on the copy?

To be of most help to my clients, I must point out
an important aspect of copy that in my experience
is not discussed by others.  And it's perhaps the
most elusive aspect of copy to ever grasp.

However, no matter how creative the copy may be,
unless this aspect is present the copy simply will
not work.

The best way I know to understand this element is
to think about it in a special way.

Every student of a musical instrument knows this.
You need a tuning fork to accurately vibrate with
to capture the exact level of any particular sound.

When writing copy, it's as though there are two
tuning forks that must exactly match their sound.
We must get the tuning fork within us to vibrate in
harmony with the tuning fork within those to
whom we are making an offer.

Otherwise, if you are not vibrating in tune with
prospects, they simply will not act on your copy.

However, if you are vibrating in tune, a majority
of your prospects will relate with your message.
And many will act on it.

How do I know if I'm vibrating with and on the
same page as my prospects?

It's really quite easy. If the response is heavy in
both orders as well as comments and feedback, I
know whether I'm on the same page.

Response is the telltale sign. This is, of course,
the main beauty of direct response marketing!

When you completely miss the mark, it's also
not hard to tell. There is very little response of
any kind.

So, when writing copy, your challenge is this.
To get your tuning fork vibrating in tune with
the majority of your prospects.

Admittedly, to make the judgment initially is
more of an art than a science. But you do get
better with experience. And actual results will
confirm whether your judgments are correct.

In any case, to succeed big, your copywriting
efforts should be directed toward really getting
in tune with your market.

Your correspondent,
Ted Nicholas

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