T. Harv Eker explains that marketing is the most important skill and copywriting is the single most valuable sub-skill. He states his central secret for writing compelling copy is ‘compassion’—showing the reader you truly understand their situation rather than talking about yourself and your product.
How do you write strong, great copy, what we call compelling copy if you're not a professional copywriter? And that's a great question, because I would say this right now, that if you can put your some of your attention and you can learn one skill, it will be the skill of marketing. And of that skill of marketing, I would say that copywriting, to me is the number one skill you can have. Now I want to go through, I can't give you like, I'm not going to say, oh, here's this, the 18 principles of copywriting, because A, we don't have the time for it and B, you're not going to remember it, and C, that's not what's important. What's important is the overarching understanding of how to write strong copy. What's the key to it? What's the people say all the time, Harv? What's the secret to writing great copy? I'm going to give you my secret, all right? There's probably other secrets out there that you'll have. This is what I believe. This is what I teach my son Jesse, who's now a very, very strong copywriter himself. All right? And now the more he does this, the more he feels strongly about the copy and the more compelling it is. Here it is. Here's the word. Ready? Compassion. Compassion. Copywriting, sales copy. You know, what's the goal of it? The goal is to have people purchase what you've got or at least come to your place of business or come to your site. Etc. Etc. Yes or yes. And how do you do that? Well, most people, when they write copy, they're writing about themselves. Oh, I'm great. My product's great. Here's the benefits of my product, blah, blah, blah, blah. And it's like all the standard stuff. But what they don't do is they don't show the person reading or listening or watching that they understand them, that they really understand what they're going through.
