21 INDICATORS YOU WORK WITH ACaSTRaTeD CoPYWRiTeR
HEAVY DEPENDENCE ONCLiCHeS
HEAVY DEPENDENCE ON    CLiCHeSIn today’s highly competitive marketplace....              Nobody beats us.              Nob...
SEVERE FIXATION WITHTHe DaMnCoMPaNy
SEVERE FIXATION WITHTHe DaMn CoMPaNy                WELCOME TO LIGHTHOUSE                 FINANCIAL PL ANNING!We are CERTI...
OVERWHELMING NEED TO SAY     EVERYTHING ON THEFiR ST PaGE
OVERWHELMING NEED TO SAY      EVERYTHING ON THEFiR ST PaGE     Everything can’t come first.Your home page or landing page s...
INABILITY TO EVOKE ANeMoTioN
INABILITY TO EVOKE ANeMoTioN       No pain, no gain.       No tears, no joy.  Identify the hot buttons...       and push t...
EXCESSIVE USE OFJaRGoN
EXCESSIVE USE OF JaRGoNenhanced architectural framework....   premiums-to-reserves ratios...      anti-microbial cleaning...
RELUCTANCE TO PROVIDE MARKETINGADViCe
RELUCTANCE TO PROVIDE MARKETINGADViCe  “Yes sir. Yes ma’am.”           =        No help.
COMPLETE LACK OF OPINION IN THE AREA OF GRAPHICDeSiGN
COMPLETE LACK OF OPINION IN THE AREA OF GRAPHICDeSiGN    “Sorry, wrong department. Around here, we only deal with         ...
LACK OF INTELLIGENTQueSTioNs
LACK OF INTELLIGENTQueSTioNs You shouldn’t trust a writer with         all the answers.      A smart copywriter is  going ...
DOESN’T KNOW SQUAT ABOUT  SeOYou don’t want to use tricks to get clicks,        but you do want to use the     right words...
DOESN’T KNOW SQUAT ABOUT  SeOYou don’t want to use tricks to get clicks,        but you do want to use the     right words...
AWKWARD REPETITION OFKeYWoR DS
AWKWARD REPETITION OFKeYWoR DSTo gain an understanding of auto insuranceyou should contact one of our professional,trained...
INCLINATION TO CITE COPYWRITINGFoR MuLaS
INCLINATION TO CITE COPYWRITINGFoR MuLaS    A ton of magic formulas                = a half-ounce of creative talent. If y...
A TENDENCY TO AGREE WITH EVERYTHINGYou SaY
A TENDENCY TO AGREE WITH EVERYTHINGYou SaY     The copywriter who never       challenges your ideas     probably doesn’t h...
IMMEDIATE AVAILABILITY AND DUBIOUSLYL FeeSoW
IMMEDIATE AVAILABILITY AND DUBIOUSLYL FeeSoW    Your copywriter can start today,            finish tomorrow       and beat ...
AWARD-WINNING & WICKEDCL eVeR NeSS
AWARD-WINNING & WICKEDCL eVeR NeSS Mediocre copywriters are obsessed with            winning awards.      Great ones are o...
AN IRRESISTIBLE COMPULSION TO HIGHLIGHTFeaTuReS
AN IRRESISTIBLE COMPULSION TO HIGHLIGHTFeaTuReS         Speeds, feeds, ingredients,       years of experience, and so on. ...
AN OVER ZEALOUS EMPHASIS ON INDUSTRYeXPeRieNCe
AN OVER ZEALOUS EMPHASIS ON INDUSTRYeXPeRieNCe          Industry expert.        Copywriting expert.    They are not the sa...
LAME OR NOWebSiTe
LAME OR NOWebSiTe   Does your doctor smoke? Is your financial planner poor?
FEAR OFNeGaTiViTY
FEAR OFNeGaTiViTY  The copywriter afraid to write   something negative is naive.     The contrarian angle is      positive...
CONCEPTReCyCLiNG
CONCEPTReCyCLiNG     It’s great to recycle waste,but don’t waste your time and money            recyling ideas.        Cre...
NO SENSE OFHuMoR
NO SENSE OFHuMoR       Need a comedian?              No.Need to make a human connection.              Yes.   It’s funny ho...
YOUR COPYWRITER SHOULD HAVE SOMEeVeN iF He iS a SHe
DON’T BEaFRaiD            TextYOU KNEW THIS WAS COMING...         MeeTBaR RY FeLDMaN
FELDMANCReaTiVe            Point your browser to           FeldmanCreative.com   for all your online marketing needs.     ...
FELDMANCReaTiVe                 A seasoned storyteller,    Barry will help you create ultra-magnetic content   and offer p...
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21 Indicators You Work With a Castrated Copywriter

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"21 Indicators You Work With a Castrated Copywriter" points out how to spot the ones with no balls and means to warn you to avoid hiring them.

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21 Indicators You Work With a Castrated Copywriter

  1. 1. 21 INDICATORS YOU WORK WITH ACaSTRaTeD CoPYWRiTeR
  2. 2. HEAVY DEPENDENCE ONCLiCHeS
  3. 3. HEAVY DEPENDENCE ON CLiCHeSIn today’s highly competitive marketplace.... Nobody beats us. Nobody. Period. User-friendly... mission critical...
  4. 4. SEVERE FIXATION WITHTHe DaMnCoMPaNy
  5. 5. SEVERE FIXATION WITHTHe DaMn CoMPaNy   WELCOME TO LIGHTHOUSE FINANCIAL PL ANNING!We are CERTIFIED FINANCIAL PLANNERS. We take a whole-lifeapproach to mapping the financial goals of our clients. Becausewe are fee-only, our only job is to make sure our clients aremaking the best choices. We don’t sell any products and do notreceive commission for our investment advice or our financialrecommendations. Why go with us? Our attention to detail anddevelopment of relationships with our clients is unparalleled.We’d love to have you join us...
  6. 6. OVERWHELMING NEED TO SAY EVERYTHING ON THEFiR ST PaGE
  7. 7. OVERWHELMING NEED TO SAY EVERYTHING ON THEFiR ST PaGE Everything can’t come first.Your home page or landing page should present an offer and a reason to take advantage of it. It sounds simple because it is.
  8. 8. INABILITY TO EVOKE ANeMoTioN
  9. 9. INABILITY TO EVOKE ANeMoTioN No pain, no gain. No tears, no joy. Identify the hot buttons... and push them.
  10. 10. EXCESSIVE USE OFJaRGoN
  11. 11. EXCESSIVE USE OF JaRGoNenhanced architectural framework.... premiums-to-reserves ratios... anti-microbial cleaning...
  12. 12. RELUCTANCE TO PROVIDE MARKETINGADViCe
  13. 13. RELUCTANCE TO PROVIDE MARKETINGADViCe “Yes sir. Yes ma’am.” = No help.
  14. 14. COMPLETE LACK OF OPINION IN THE AREA OF GRAPHICDeSiGN
  15. 15. COMPLETE LACK OF OPINION IN THE AREA OF GRAPHICDeSiGN “Sorry, wrong department. Around here, we only deal with words.”
  16. 16. LACK OF INTELLIGENTQueSTioNs
  17. 17. LACK OF INTELLIGENTQueSTioNs You shouldn’t trust a writer with all the answers. A smart copywriter is going to ask smart questions.
  18. 18. DOESN’T KNOW SQUAT ABOUT SeOYou don’t want to use tricks to get clicks, but you do want to use the right words in the right places. Get a copwriter who gets it.
  19. 19. DOESN’T KNOW SQUAT ABOUT SeOYou don’t want to use tricks to get clicks, but you do want to use the right words in the right places. Get a copwriter who gets it.
  20. 20. AWKWARD REPETITION OFKeYWoR DS
  21. 21. AWKWARD REPETITION OFKeYWoR DSTo gain an understanding of auto insuranceyou should contact one of our professional,trained auto insurance specialists. At that time,one of our auto insurance experts will helpassess your auto insurance needs and delivera customized plan to lower your auto insurancecosts.Click here for a free auto insurance consultation.
  22. 22. INCLINATION TO CITE COPYWRITINGFoR MuLaS
  23. 23. INCLINATION TO CITE COPYWRITINGFoR MuLaS A ton of magic formulas = a half-ounce of creative talent. If you don’t have a formula company, don’t fall for copywriting formulas.
  24. 24. A TENDENCY TO AGREE WITH EVERYTHINGYou SaY
  25. 25. A TENDENCY TO AGREE WITH EVERYTHINGYou SaY The copywriter who never challenges your ideas probably doesn’t have any.
  26. 26. IMMEDIATE AVAILABILITY AND DUBIOUSLYL FeeSoW
  27. 27. IMMEDIATE AVAILABILITY AND DUBIOUSLYL FeeSoW Your copywriter can start today, finish tomorrow and beat anyone’s prices. Do the math.
  28. 28. AWARD-WINNING & WICKEDCL eVeR NeSS
  29. 29. AWARD-WINNING & WICKEDCL eVeR NeSS Mediocre copywriters are obsessed with winning awards. Great ones are obsessed with winning business.
  30. 30. AN IRRESISTIBLE COMPULSION TO HIGHLIGHTFeaTuReS
  31. 31. AN IRRESISTIBLE COMPULSION TO HIGHLIGHTFeaTuReS Speeds, feeds, ingredients, years of experience, and so on. Features will fail you. Benefits bring the buyers.
  32. 32. AN OVER ZEALOUS EMPHASIS ON INDUSTRYeXPeRieNCe
  33. 33. AN OVER ZEALOUS EMPHASIS ON INDUSTRYeXPeRieNCe Industry expert. Copywriting expert. They are not the same thing.
  34. 34. LAME OR NOWebSiTe
  35. 35. LAME OR NOWebSiTe Does your doctor smoke? Is your financial planner poor?
  36. 36. FEAR OFNeGaTiViTY
  37. 37. FEAR OFNeGaTiViTY The copywriter afraid to write something negative is naive. The contrarian angle is positively powerful.
  38. 38. CONCEPTReCyCLiNG
  39. 39. CONCEPTReCyCLiNG It’s great to recycle waste,but don’t waste your time and money recyling ideas. Create something.
  40. 40. NO SENSE OFHuMoR
  41. 41. NO SENSE OFHuMoR Need a comedian? No.Need to make a human connection. Yes. It’s funny how powerful humor can be.
  42. 42. YOUR COPYWRITER SHOULD HAVE SOMEeVeN iF He iS a SHe
  43. 43. DON’T BEaFRaiD TextYOU KNEW THIS WAS COMING... MeeTBaR RY FeLDMaN
  44. 44. FELDMANCReaTiVe Point your browser to FeldmanCreative.com for all your online marketing needs. Owner Barry Feldman has been a copywriter and creative director since “Friday the 13th: Part VII” was released. You had to know this was coming.
  45. 45. FELDMANCReaTiVe A seasoned storyteller, Barry will help you create ultra-magnetic content and offer pointers to sharpen your site, attract and engage prospects, nurture relationships, generate sales, and build loyal brand advocates. You had to know this was coming.
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