***Meg!* (you’re saying) *Why would you put a word like [whispering] MARKETING [end whispering] on your otherwise lovely and inviting website??***

Sheesh. I know, right?

MARKETING REVISITED

When you (and I) have an aversive knee-jerk response to the word “marketing,” we may be thinking of it as manipulating people into buying stuff they don’t need. Which is not a complete misperception. Marketing — copywriting included — is used for that all the time.

I should add: buying doesn’t only refer to the exchange of money for items on a shelf. It’s also about buying into ideas. It’s about adopting values. It’s about having your thoughts and emotions influenced. It’s about being moved to action.

MAKING CHOICES

Like chimps, we humans can use a neutral thing (a sturdy stick, marketing, whatever) to jab our little primate brother, or to gently nudge an anthill to collect a much-needed snack for our community.

It’s all about choice.

THE COPYWRITER’S DILEMMA

When a skilled copywriter strings words together (sturdy little sticks, those words) they aim to persuade their audience to make a choice.

A copywriter doesn’t force anyone to do anything. But the good ones are masters of persuasion.

So copywriters, too, face a choice:

Do they use their gifts with words and persuasion to manipulate, coerce, mislead, hard-sell?

Or do they use their skills to identify people’s needs, connect problems with solutions, and help businesses focus on serving in addition to selling?

NUDGING THE ANTHILL

When presented with a persuasive message, an option is to pause. Consider the way that stick is being used.

Is it being used to evoke fear, ignite insecurity, or coerce you into a mental space where you forget you have a choice?

Or is it being used to say, “Hey, I have this thing that might help you. If you’re willing, may I tell you about it?”

Both of these approaches are marketing.

The choice of how to respond to a persuasive message — and how to deliver a persuasive message of your own — is always 100% yours.

NEXT STEP: MY WORK