In marketing copy, “need to know” is the info your prospect has to hear to help him have a better life and, you hope, to decide to buy.
Perversely though, it’s often the “want-to-know” info that has more pulling power.
That is, you’re your prospect has emotional interests that drive him toward things that may not be essential to his well being, but that he wants to know more about anyway.
Put your finger on the latter and you’ve got an extra edge when formulating your pitch
On the writer’s side of the fence, however, it occurs to me there’s another dynamic dilemma, similar in name but not in nature. It’s the difference between “need to TELL” information and “want to TELL” information.
It goes like this…
“Need to tell” describes what the copywriter can’t leave out of the copy. Because without it, the message just ain’t compelling enough to seal the deal. So what’s “want to tell?”
It’s the stuff that the copywriter WANTS to jam into the sales copy somewhere… but might not need to. By this, I mean the jokes and puns, the clever subheads and lengthy anecdotes, the extra trivia… typically the kind of extras that satisfy the writer’s ego, but don’t do much for the reader.
Dumping a gut full of “want to tell” copy onto the page can feel cathartic.
It can make you feel smart. It can make you sound funny or witty or clever. But it’s no way to sell.
How do you know when you’re “over-telling?” Take a red pen (or your delete key) and go back over the copy, reading it aloud. Look at it visually on the page too. Are there points where you hear or see yourself making the same case over and over again? How about your proof of the main message in the headline?
Usually, three strong proof sections will do the trick. Much more than that and you’re just showing off. Take a look at what you’re promising too. Offers with lots of things to give the prospect can be fine, just make sure you’re not over-compensating by throwing in the kitchen sink. At a certain point, that can make your product seem cheap rather than valuable.
Look too for personal anecdotes, inside jokes and puns, and passages jammed full of exclamation points or florid, hyped-up descriptions. Copy can be aggressive and excited and still work very well. Sometimes extremely well. But not when there’s nothing substantial under the fluff. These sections can also go.
The bottom line is, you know when you’re working hard to get something into the copy because you “just like it” vs. when you know that the copy will fail if that particular bit isn’t included. Arm yourself with the Hemingway principle: “When in doubt, cut it out.”
Great post with a lot of helpful information. My rule is if the writing ever draws attention away from the message, change it. I’m not selling my writing talent; I’m selling my client’s product or service.
Also, I love Hemingway’s principle. How have I never heard that before?