Ethics-Governance: Article: The INvisible Attitude: Copywriting That Sells with the TRUTH

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The INvisible Attitude: Copywriting That Sells with the TRUTH The INvisible Attitude: Copywriting That Sells with the TRUTH By Fred Gleeck I'm about to start rewriting some of the copy for my (over 175) websites. This was prompted by my recent get together with a friend of mine, Bob Sheinfeld. Bob is an information marketer who does some really great stuff. We were talking about copywriting and he brought up the fact that copy has two components, the visible and the invisible. The visible is what you see on the page or on the site. The INvisible is what the TRUTH is behind the copy. He mentioned how you feel when you read something and it just doesn't sit right with you. Something feels strange or a bit "off." Bob thinks (and I now agree wholeheartedly) that the reason is because of the fact that what you're saying and what is really the truth aren't in alignment. There are the words on the page and then there are the silent words which speak to your heart that sit "behind" them. The truth! What this is going to make me do is to go back and re-write everything I've done. Full Article: http://www.frugalmarketing.com/dtb/invisible-attitude.shtml


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