heartharmony.com.au

Recently I tweeted  “If you are not writing from the heart you are not communicating. Heartfelt words are the most powerful sales words on the planet.” The response was fascinating.

I had stacks of emails and direct messages from people from the “right on” camp as well as the “no – you have to write to the heart of the reader and not connect with your own heart” camp.

I have to disagree with the second camp. For me writing from the heart is the most important step.

In my experience many people get into copywriting from the perspective of making money. They may have been a great admin assistant but wanted to earn more money – so they put the title copywriter after their name. Many other people can be found in word factories in India or the Philippines – churning words out for cash.

Recently I tried a few of these word factories and ex-admin newbies out to check the quality of their writing – to say I was underwhelmed was an understatement. The words were formulaic, bland, and had very poor grammar. There was no spark, no passion and nothing to get excited about.They were writing from the chequebook and not the heart.

The best copywriters write because they have a burning desire within to express themselves in words. They have a passion for the businesses they work with and spend ages discovering the most amazing things within each business that they feel they just have to share with the world. They love what they do and the businesses they work with. They write from their heart and only put pen to paper when their hearts are bursting with excitement and joy for the business or product they are writing about.

The best copywriters are like diamond cutters – they find unremarkable lumps of rock and through their vision, skill and passion show the brilliant diamond within – showing everyone the true shining heart of that business or product.

When a good copywriter first connects with their heart and then applies their skill to their writing – then magic happens. It is at that moment that they also connect with the hearts of their readers – and sales automatically follow.

They connect on a deeper, emotional, almost visceral level. Their words vibrate with power and clarity and people naturally respond to the words. That’s what I mean by saying that heartfelt words are the most powerful sales words on the planet.

Without this heart felt connection with the words and the business, then the words are the same as fast food. They fill a space but they don’t nourish the soul.

So – which would you prefer? Words from the Heart or words from the chequebook? For me it’s a no brainer – it’s a heartfelt response.

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance copywriter