Nobody Wants To Read Your Marketing Sh*t

I’m currently reading a book called ‘Nobody wants to read you sh*t’ by ad-man turned novelist Steven Pressfield.

His central premise, as the title bluntly points out, is that nobody is predisposed to read what you’ve written, whether it’s a novel, a screenplay, a letter, an email, a web page – even a tweet.

Fact is, people have better and more important things to do – work has to be done, children need looking after, dogs must be walked, food has to be cooked etc etc. Taking the time to read your marketing literature comes very far down this list of priorities.  

So, it’s your job to make them want to read what you’ve written. And you do that by actually thinking about your readers and trying to write from their point of view.

Can you keep them safe?

Can you make them money?

Can you save them time?

Can you boost their health?

Can you improve their appearance?

If you have a product or service that can do any of the above - or similar - then get writing, as these are the type of things that will actually make people read what you’ve written.

Conversely, you must resist the temptation to write about things that have little relation to the lives of your prospects. Just this morning I received emails about such snore-inducing titbits as a new estate agency branch, a fresh paint job at a pub, and a breathless message from a garden centre ‘delighted’ to announce the appointment of a new manager.

That kind of thing, although bewilderingly common, is a complete waste of time, money and effort. Nobody cares, or will read beyond the first few words.

So, write about something that could genuinely improve the life of your readers. Do that and they will care, they will read, and you will make money.  

My name is Martin Sayers - I'm a UK copywriter and owner of copywriting agency MSCopy. Get my FREE copy guide - 5 Secrets To Writing Copy That Sells.