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your knowledge
 an important asset in developing
your sales proposition
 
A good marketing copywriter will transform your knowledge and skills into credible propositions for web and print campaigns

Knowledge is what makes your expertise special. It's every lesson you've learned through your own experience and transformed into wisdom. Contrary to what people say, you can't pass on your knowledge to someone else - it's unique to you.

When you speak from your own experience you're accessing your knowledge, but the recipient receives it as information – not knowledge. If you quote something you've heard or read then you're passing on information - not knowledge.

Loving parents will always advise and guide their children as best they can. But the child cannot receive their knowledge. They can only acquire knowledge through experience.
Experience can't be download from the web. It has to be won by living out the circumstances of your life. The prize is wisdom.

This approach to acquiring knowledge is the basis of my copywriting work with clients.

Copywriting tips on how to create original messages

• Connect with people on a personal level. Talk to them as a valued friend. Keep your language direct, friendly and helpful.

• Use anecdotes and case studies where possible to add realism.

• Avoid speculative statements, theories and concepts you haven't
tested in your own experience.

• Avoid quoting experts. You're the expert.

• Don't expect readers to believe what you say. Always demonstrate your ideas using common examples from your own experience. That way people can check if it's true in their own experience.

• Don't be afraid to say I don't know. Say, I'll investigate or find out for you.

When you put together your proposition, you'll sound genuine and more confident. You won't be relying on industry buzz words and jargon.

Copywriting guidelines for your next proposition
Read more


What does a copywriter do?
Copywriting tips - helping you discover and express your hidden gems
Copywriting tips on how to create original messages
Copywriting guidelines for your next proposition

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