Comments on: Charismatic letters generate profits https://www.procopywriters.co.uk/2013/04/charismatic-letters-generate-profits/ Join the UK’s largest membership organisation for commercial writers Wed, 13 Nov 2013 13:10:02 +0000 hourly 1 https://wordpress.org/?v=6.4.3 By: Carol Bentley https://www.procopywriters.co.uk/2013/04/charismatic-letters-generate-profits/#comment-405 Fri, 26 Apr 2013 14:58:33 +0000 http://procopywriters.wpengine.com/?p=3563#comment-405 It is always a challenge for us isn’t it Jackie? Keeping the client happy but making sure that we write in a way that will appeal to the reader, who may not have the same attitude as the client.

I think it also depends upon what you are writing about, for the business client example I shared in the slides the motivation has always been ‘away’ – how to avoid potential disasters in their business. But for the B2C is was definitely a towards motivation. 🙂

]]> By: Jackie https://www.procopywriters.co.uk/2013/04/charismatic-letters-generate-profits/#comment-404 Fri, 26 Apr 2013 14:35:07 +0000 http://procopywriters.wpengine.com/?p=3563#comment-404 I’ve considered NLP meta-programmes in my copywriting. For example, I had one client with a strong ‘towards’ motivation. He insisted I write headings about ‘adding to the bottom-line’, for example. I always made sure I included something about ‘saving money’ in the body copy, to appeal to his readers with an ‘away from’ motivation.

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