What’s Your Copywriting Goal?
Copywriting is an art form. I’ve learned that both from my ill-fated attempt at a course, and what it taught me about reading the work of others that finds its way into my Inbox on an all-too-regular basis. The more successful ones write to engage the reader for the sole purpose of selling them something, or so I’ve been led to believe.
Some do it subtly, weaving an interesting, relatable tale, carefully crafted to appeal to their client’s demographic. Others smack the reader in the face with timeworn marketing propaganda like:
Get on the bandwagon!
Loaded words like “new” or “improved”
Misuse of statistics
Name calling or stereotyping
Snob Appeal
Plain Folk
Transfer
All of these methods involve using copywriting to trigger the target audience’s emotions, whether it’s with a story designed to pull at the heartstrings, enrage, or make the reader feel special or included. When done well, the reader is engaged in the story, and might be convinced to push the “buy” button when they reach the end.
Others are more subtle and may seek only to have the reader add themselves to an email list which ensures they’ll receive more stories and messages designed to reel them in like a fish, or, if they’re like me, annoy them to the point where they opt out of further messages.
Knowing the Intentions Behind Your Stories
In any case, the purpose behind the stories is to engage a potential client or customer enough 
so they’ll at least follow the company’s website, Facebook page, or podcast and eventually spend money there. In either case, the focus is on the short term sale rather than a long-term relationship.
That’s where my approach to copywriting differs from the majority of writers. Not only am I not in it for the quick, grab and go sale, I seek clients with the same mindset. I’m looking for long-term relationships with like-minded people who will ultimately create a kind of go-to list of goods and services with people who know, like, and trust each other.
Because I’m looking for relationships for myself and my clients, my stories aren’t based on propaganda at all. Instead, I share honest emotions and vulnerability which invite the reader to be themselves and know they can do so in a safe environment without fear of being taken advantage of, ridiculed, or judged.
People who are willing to lay it all out on the table without games or subterfuge are a small but growing breed. Most have lived their share of traumas, and reached the conclusion it was easier and more fulfilling to allow others to see their scars than to maintain a facade that had more cracks than a road map has lines. Allowing those cracks to blow the facade to smithereens was the most freeing gift they ever gave themselves, but like anything else, it came with a cost—at least in the beginning.
An Evolving World of Honest, Vulnerable People
Changing your world view from one of self-protection at all costs to one that trusts others will be kind, and when they’re not, you’ll still survive the experience rarely begins gently or painlessly. In my case, it meant exposing myself to ridicule or worse, disgust. I had no experience with being open and genuine, but knew the people with whom I’d surrounded myself up to that point were unkind to anyone who showed weakness. I expected no less when I let down my guard both in my writing and in person.
To my surprise, those who would ridicule or shame fell off my radar almost immediately. They acted like openness and vulnerability were a contagious disease, and made themselves scarce to avoid infection. Those who did choose to read or listen to my words, and experience my honest emotions gathered like a protective shield—beings drawn to the vulnerability of another because it allowed them to not only support someone in need but share experiences similar to their own.
Thus, I found the copywriting niche I sought, and one which allows me to be exactly who I am without artifice. But more, to help others who are, themselves looking for a more open, honest existence, surrounded by friends, clients, service providers, and merchants who truly care about them as people instead of dollar signs.
Slow, Steady Progress
It’s a smaller, tougher niche to navigate as the financial rewards are slower to manifest, thus 
making it harder to justify the expenditure. Yet I’m learning people who are in it for the long haul; for the relationships, understand growth depends on ramping up the investments in a slower, yet equally strategic direction. Once I changed my point of view so money wasn’t my primary focus, I was further convinced I was on the right track. Focusing on financial gain as primary motivation never was, and never will be comfortable or right for me. I know I deserve much more.
Writing engaging copy for the open and vulnerable isn’t as high on the list as it is for those who are seeking faster, more copious sales, but from my viewpoint, it’s a more enduring prospect, and less susceptible to the whims of the buying public who can be swayed far too easily for my taste. From where I sit, helping people present their truest, most honest selves is a reward in and of itself.
There is no “one size fits all” when it comes to copywriting, though there might be a louder cry for those who can grab a potential buyer’s emotions and turn a quick sale. I can’t fault someone who is more willing to pay a copywriter whose emails generate quick sales. I suspect they’d tell me “we’re not in business to make friends”.
As for me, I am in business to build relationships, and am willing to travel a longer, slower road to get there. I am willing to engage with clients who may only want a few blog posts or articles at the moment, and who may want to test the waters for a bit to see how their audience responds. I’ve lived long enough to know the best things in life come to those who are willing to wait for right timing, to keep showing up, and to leave the masks for Halloween and masquerade balls.
About the Author
Sheri Conaway is a Holistic Ghostwriter, and an advocate for cats and mental health. Sheri 
believes in the Laws of Attraction, but only if you are a participant rather than just an observer. Her mission is to Make Vulnerable Beautiful and help entrepreneurs touch the souls of their readers and clients so they can increase their impact and their income.
If you’d like to have her write for you, please visit her Hire Me page for more information. You can also find her on Facebook Sheri Levenstein-Conaway Author. And check out her new group, Putting Your Whole Heart Forward.
Be sure to watch this space for news of the upcoming releases of ” Rebuilding After Suicide” and “Sasha’s Journey”.
