The Evils of "Salesmanship in Print"

“Salesmanship in print” is an outdated description of copywriting.

And?not because everything is digital now. "Print" isn't the part causing the problem.

I decree that copywriting needs a new definition for this new decade.

Think about it…

Why do we constantly have to justify our use of the word “salesperson?”

Because the word conjures images of the sleazy guy hawking barely-functional cars off the New Jersey turnpike…

Or the fast-talking pitchman pressuring Grandma Sarah to buy penny stocks with her Social Security check.

Those negative associations can be tough to overcome.

The other risk is that a copywriter-in-training may assume those are characteristics to aspire to.

• High pressure.
• Deception.
• Exploiting grandmothers.

Which is the opposite of how a copywriter (or any other human being) should act.

When we stop saying “salesmanship in print,” we can avoid some of that blowback.

So…

How should we define copywriting today?

According to Donnie Bryant, a more apropos definition would be:

“Showmanship?in print.”

Showmanship adds storytelling, demonstration and drama to the mix.

You know, stuff that people enjoy.

Moving forward, showmanship will be more and more essential for grabbing attention, building interest, inflaming desire and producing action.

I discuss "showmanship in print" in greater detail in this interview with John Forde's Copywriter's Roundtable.

I’ll this cover this topic more in future articles, so stay tuned.