Life must have been at least a little frustrating for our Old Master on today’s show. His name was Walter Weir. He was a very active and successful copywriter and advertising professor, but he must have constantly run into resistance along the way, since so many of his ideas were ahead of their time.
Walter Weir was born in 1909 and he died in 1996. He published a couple of books which are nearly impossible to find today. Maybe the publisher, my old employer McGraw-Hill, took them out of print quickly because the ideas were so far ahead of their time that they didn’t sell very well.
I don’t know. What I do know is I was fascinated by his ideas.
Here are 5 takeaways from an exploration of Weir’s writings and thinking, from today’s show:
1. Write copy that you truly believe, because people can feel it when you don’t.
When you don’t believe it, your reader won’t either. And if your reader doesn’t believe it, they won’t buy.
2. Use words that people can FEEL as well as merely understand.
Forget about clever word-plays. Say stuff they can feel in their bones.
3. If you’ve got a group going over the copy, write the copy yourself. By yourself. Just you.
While a committee can review, only one voice can lead.
4. Forget about features and benefits. Instead, present a description of something someone would feel good about using.
People don’t tend to buy just to HAVE something. They buy to FEEL something.
5. Cut everything that doesn’t sound like something a real person would actually say.
Because unless it sounds like a human, it won’t reach one.
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