When you write copy for a product, do you do a better job if you are a true believer in the product … or a cynical skeptic?
It’s been said that the copywriter must be enthusiastic, because enthusiasm for a product — or its lack — is transmitted in the writing.
On the other hand, if the copywriter is NOT sold on the product, he will have to sell himself on it before he can sell others.
That means he is more likely than the rapidly enthusiastic copywriter to come up with objections, which anticipate the objections prospects will have, and work out powerful, logical arguments to overcome them.
Therefore, the copy he writes will in theory be stronger than the copywriter who is a “cheerleader” for the product — enthusiastic, yes, not not really questioning its claims.
So when you write copy … or hire a copywriter … which are you looking for?
Or a hard-nosed “show me” attitude?