Writer’s have to read. I try to as much as I can, so this past Sunday, I revisited one of my favorite pastimes; spending a lazy weekend afternoon in Barnes + Noble. I took a breeze through the business section (mostly for laughs), and once again, I was struck by what I saw. Either a lot of dumb people are making money (and writing books), or there’s a (mistaken) perception out there that readers are idiots. I mean, most of the stuff was ridiculous. On par with all the crappy “get rich quick’ stuff you see all over the web. Bad writing, crappy conclusions, and worst of all, a tone that insults the reader. ‘you’re inadequate. I’m not. Read this, and you won’t be anymore. You’ll be rich (and happy).’
Obviously, these books make money, and what do I know - maybe some of it actually works. I doubt it, but maybe. Even so, it’s not the brand I’d want anywhere near my startup or near my website. Good copy inspires, respects the reader as intelligent, and still comes off as convincing. It’s top-quality stuff that actually has something to offer, and that offers it plainly… there for the smart reader to accept or not. Good copy isn’t about being (or pretending to be) adequate, and it’s not about being ‘convincing.’ Good copy (and the best writing) is about being honest and about being sincere. The best copy isn’t about selling against the reader’s will… it’s about selling without trying.
Apparently, someone’s reading these books (because people keep writing them). And yeah, there’s probably money to be made by doing it (even on your website). But in a shrinking Internet world where each site is fighting for their space (and for their users), I wouldn’t sacrifice quality for quick cash.
Would you?
{ 5 comments… read them below or add one }
This reminds me of the new KIA commercials where they play in some of those personal finance writers, while their books might be helpful the way they do it is just appalling and disrespectful.
Nice Site layout for your blog. I am looking forward to reading more from you.
Tom Humes
@stepan I think that’s got to be one of the most painful ad campaigns running, but I don’t recall it being real disrespectful (at least not really in the way I’m talking about here). Why do you say that?
I like the idea of letting the reader decide what they like.
I know when I’m being sold — it cheapens the message, I think. Especially being sold against my will.
Like good music — it has to earn your respect, right?
@Neil: “I know when I’m being sold.” All smart people do Neil… I can spot it a mile away. And yeah, I’m with you - I think it cheapens the message. I have to take filter everything they say (and vet it for sales language). Most of the time, I just walk away.
I get no value out of the interaction, and end up not buying.