For the copywriting word of the year, I’d like to nominate the word “authenticity.” It’s a big deal right now. People talk about it a lot. I will give you an example on today’s show of how an accidental Facebook ad created more engagement than anything else I’ve ever seen. I went over the ad with my clients and we figured out that it was the way they used authenticity in the writing of it that touched so many people and inspired so much response. These days, slick marketing is on a steep decline when it comes to effectiveness. People are wary of high-powered pitches and over-the-top promises, more than ever before. Remember the old Who song, which is now the intro to CSI Vegas, “Who Are You?” In part, it goes: Well, who are you? I really wanna know Tell me, who are you? 'Cause I really wanna know I think they were decades ahead of their time when they released this song in 1978. Because it seems every prospect has this question on their mind before they will consider buying from you. And authenticity will get you a long way to a satisfactory answer and help them become a customer.
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