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21 INDICATORS
 YOU WORK WITH A


CaSTRaTeD
 CoPYWRiTeR
HEAVY DEPENDENCE ON


CLiCHeS
HEAVY DEPENDENCE ON


    CLiCHeS
In today’s highly competitive marketplace....

              Nobody beats us.
              Nobody. Period.

      User-friendly... mission critical...
SEVERE FIXATION WITH

THe DaMn
CoMPaNy
SEVERE FIXATION WITH

THe DaMn CoMPaNy
                WELCOME TO LIGHTHOUSE
                 FINANCIAL PL ANNING!
We are CERTIFIED FINANCIAL PLANNERS. We take a whole-life
approach to mapping the financial goals of our clients. Because
we are fee-only, our only job is to make sure our clients are
making the best choices. We don’t sell any products and do not
receive commission for our investment advice or our financial
recommendations. Why go with us? Our attention to detail and
development of relationships with our clients is unparalleled.

We’d love to have you join us...
OVERWHELMING NEED TO SAY
     EVERYTHING ON THE


FiR ST PaGE
OVERWHELMING NEED TO SAY
      EVERYTHING ON THE


FiR 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.
INABILITY TO EVOKE AN



eMoTioN
INABILITY TO EVOKE AN



eMoTioN
       No pain, no gain.
       No tears, no joy.

  Identify the hot buttons...
       and push them.
EXCESSIVE USE OF


JaRGoN
EXCESSIVE USE OF


 JaRGoN
enhanced architectural framework....

   premiums-to-reserves ratios...

      anti-microbial cleaning...
RELUCTANCE TO
 PROVIDE MARKETING



ADViCe
RELUCTANCE TO
 PROVIDE MARKETING



ADViCe
  “Yes sir. Yes ma’am.”

           =
        No help.
COMPLETE LACK OF OPINION
 IN THE AREA OF GRAPHIC



DeSiGN
COMPLETE LACK OF OPINION
 IN THE AREA OF GRAPHIC



DeSiGN
    “Sorry, wrong department.

 Around here, we only deal with
           words.”
LACK OF INTELLIGENT



QueSTioNs
LACK OF INTELLIGENT



QueSTioNs
 You shouldn’t trust a writer with
         all the answers.

      A smart copywriter is
  going to ask smart questions.
DOESN’T KNOW SQUAT ABOUT




  SeO
You 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.
DOESN’T KNOW SQUAT ABOUT




  SeO
You 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.
AWKWARD REPETITION OF


KeYWoR DS
AWKWARD REPETITION OF


KeYWoR DS
To gain an understanding of auto insurance
you should contact one of our professional,
trained auto insurance specialists. At that time,
one of our auto insurance experts will help
assess your auto insurance needs and deliver
a customized plan to lower your auto insurance
costs.

Click here for a free auto insurance consultation.
INCLINATION TO CITE COPYWRITING



FoR MuLaS
INCLINATION TO CITE COPYWRITING



FoR 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.
A TENDENCY TO AGREE WITH EVERYTHING




You SaY
A TENDENCY TO AGREE WITH EVERYTHING




You SaY
     The copywriter who never
       challenges your ideas
     probably doesn’t have any.
IMMEDIATE AVAILABILITY AND DUBIOUSLY




L FeeS
oW
IMMEDIATE AVAILABILITY AND DUBIOUSLY




L FeeS
oW
    Your copywriter can start today,
            finish tomorrow
       and beat anyone’s prices.

             Do the math.
AWARD-WINNING & WICKED



CL
 eVeR NeSS
AWARD-WINNING & WICKED



CL
 eVeR NeSS
 Mediocre copywriters are obsessed with
            winning awards.

      Great ones are obsessed with
           winning business.
AN IRRESISTIBLE COMPULSION TO HIGHLIGHT




FeaTuReS
AN IRRESISTIBLE COMPULSION TO HIGHLIGHT




FeaTuReS
         Speeds, feeds, ingredients,
       years of experience, and so on.

           Features will fail you.

         Benefits bring the buyers.
AN OVER ZEALOUS EMPHASIS ON INDUSTRY



eXPeRieNCe
AN OVER ZEALOUS EMPHASIS ON INDUSTRY



eXPeRieNCe
          Industry expert.

        Copywriting expert.

    They are not the same thing.
LAME OR NO




WebSiTe
LAME OR NO




WebSiTe
   Does your doctor smoke?

 Is your financial planner poor?
FEAR OF

NeGaTiViTY
FEAR OF

NeGaTiViTY
  The copywriter afraid to write
   something negative is naive.

     The contrarian angle is
      positively powerful.
CONCEPT

ReCyCLiNG
CONCEPT

ReCyCLiNG
     It’s great to recycle waste,
but don’t waste your time and money
            recyling ideas.

        Create something.
NO SENSE OF




HuMoR
NO SENSE OF




HuMoR
       Need a comedian?
              No.

Need to make a human connection.
              Yes.

   It’s funny how powerful
         humor can be.
YOUR COPYWRITER SHOULD HAVE SOME




eVeN iF He iS a SHe
DON’T BE



aFRaiD
            Text
YOU KNEW THIS WAS COMING...


         MeeT
BaR RY FeLDMaN
FELDMAN


CReaTiVe
            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.
FELDMAN


CReaTiVe
                 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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21 Indicators You Work With a Castrated Copywriter

  • 1. 21 INDICATORS YOU WORK WITH A CaSTRaTeD CoPYWRiTeR
  • 3. HEAVY DEPENDENCE ON CLiCHeS In today’s highly competitive marketplace.... Nobody beats us. Nobody. Period. User-friendly... mission critical...
  • 5. SEVERE FIXATION WITH THe DaMn CoMPaNy   WELCOME TO LIGHTHOUSE FINANCIAL PL ANNING! We are CERTIFIED FINANCIAL PLANNERS. We take a whole-life approach to mapping the financial goals of our clients. Because we are fee-only, our only job is to make sure our clients are making the best choices. We don’t sell any products and do not receive commission for our investment advice or our financial recommendations. Why go with us? Our attention to detail and development of relationships with our clients is unparalleled. We’d love to have you join us...
  • 6. OVERWHELMING NEED TO SAY EVERYTHING ON THE FiR ST PaGE
  • 7. OVERWHELMING NEED TO SAY EVERYTHING ON THE FiR 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. INABILITY TO EVOKE AN eMoTioN
  • 9. INABILITY TO EVOKE AN eMoTioN No pain, no gain. No tears, no joy. Identify the hot buttons... and push them.
  • 11. EXCESSIVE USE OF JaRGoN enhanced architectural framework.... premiums-to-reserves ratios... anti-microbial cleaning...
  • 12. RELUCTANCE TO PROVIDE MARKETING ADViCe
  • 13. RELUCTANCE TO PROVIDE MARKETING ADViCe “Yes sir. Yes ma’am.” = No help.
  • 14. COMPLETE LACK OF OPINION IN THE AREA OF GRAPHIC DeSiGN
  • 15. COMPLETE LACK OF OPINION IN THE AREA OF GRAPHIC DeSiGN “Sorry, wrong department. Around here, we only deal with words.”
  • 17. LACK OF INTELLIGENT QueSTioNs You shouldn’t trust a writer with all the answers. A smart copywriter is going to ask smart questions.
  • 18. DOESN’T KNOW SQUAT ABOUT SeO You 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. DOESN’T KNOW SQUAT ABOUT SeO You 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.
  • 21. AWKWARD REPETITION OF KeYWoR DS To gain an understanding of auto insurance you should contact one of our professional, trained auto insurance specialists. At that time, one of our auto insurance experts will help assess your auto insurance needs and deliver a customized plan to lower your auto insurance costs. Click here for a free auto insurance consultation.
  • 22. INCLINATION TO CITE COPYWRITING FoR MuLaS
  • 23. INCLINATION TO CITE COPYWRITING FoR 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. A TENDENCY TO AGREE WITH EVERYTHING You SaY
  • 25. A TENDENCY TO AGREE WITH EVERYTHING You SaY The copywriter who never challenges your ideas probably doesn’t have any.
  • 26. IMMEDIATE AVAILABILITY AND DUBIOUSLY L FeeS oW
  • 27. IMMEDIATE AVAILABILITY AND DUBIOUSLY L FeeS oW Your copywriter can start today, finish tomorrow and beat anyone’s prices. Do the math.
  • 29. AWARD-WINNING & WICKED CL eVeR NeSS Mediocre copywriters are obsessed with winning awards. Great ones are obsessed with winning business.
  • 30. AN IRRESISTIBLE COMPULSION TO HIGHLIGHT FeaTuReS
  • 31. AN IRRESISTIBLE COMPULSION TO HIGHLIGHT FeaTuReS Speeds, feeds, ingredients, years of experience, and so on. Features will fail you. Benefits bring the buyers.
  • 32. AN OVER ZEALOUS EMPHASIS ON INDUSTRY eXPeRieNCe
  • 33. AN OVER ZEALOUS EMPHASIS ON INDUSTRY eXPeRieNCe Industry expert. Copywriting expert. They are not the same thing.
  • 35. LAME OR NO WebSiTe Does your doctor smoke? Is your financial planner poor?
  • 37. FEAR OF NeGaTiViTY The copywriter afraid to write something negative is naive. The contrarian angle is positively powerful.
  • 39. CONCEPT ReCyCLiNG It’s great to recycle waste, but don’t waste your time and money recyling ideas. Create something.
  • 41. NO SENSE OF HuMoR Need a comedian? No. Need to make a human connection. Yes. It’s funny how powerful humor can be.
  • 42. YOUR COPYWRITER SHOULD HAVE SOME eVeN iF He iS a SHe
  • 43. DON’T BE aFRaiD Text YOU KNEW THIS WAS COMING... MeeT BaR RY FeLDMaN
  • 44. FELDMAN CReaTiVe 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. FELDMAN CReaTiVe 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.