Newsletter Subject
Getting paid to be wrong
From
sarafrandina.com
Email Address
hello@sarafrandina.com
Sent On
Fri, Feb 26, 2021 04:05 PM
Email Preheader Text
Hey there - Yesterday, a friend of mine explaining what it actually means when a weather forecast sh
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Hey there - Yesterday, a friend of mine [shared an article in our group chat](=) explaining what it actually means when a weather forecast shows a 30% chance of rain. It basically upended everything I thought I knew about weather forecasts. And it surfaced one of many running jokes in our household: That we shouldâve been meteorologists, as it seems to be one of the only professions where you can continuously be wrong and still get paid. (We say this with love â our cousin is a very well-known meteorologist in Western NY and we very much respect what he does.) Kidding aside and as much as I hate to admit it, I am in a profession where plenty of people get paid to be wrong. The copywriting world is rife with writers happy to hang their hat on their highly scientific method of throwing spaghetti at the wall and seeing what sticks. (Too snarky? Blame the full moon coming tomorrow â itâs gonna be a beaut.) I got into this very topic on a podcast interview I just recorded (that I canât wait to share with you) â but hereâs the gist: Thereâs creative writing that relies on a muse, an ambient cave, and just the right set of pens. And then thereâs conversion copywriting, which relies heavily on research that powers words that actually do work. â The kind of work that connects with your audience, makes them say âoh, this person gets it,â and drives them to take an intentional action. â The kind of work that puts âbro marketersâ to shame with their smarmy tactics of false urgency, pie-in-the-sky promises, and manufactured scarcity. â And the kind of work that means you have more like a 90% chance of connecting with your people. (And I mean that as an actual probability, not like the confusing-as-all-get-out weather forecast.) So â if youâre hiring a copywriter? Make sure theyâre not skimping on the research. And if youâre writing your own copy? Make sure youâre not skimping on the research. Thereâs a time and place for purely creative writing. Your copy, though? The copy thatâs going to help you get your offer in front of more deserving eyes and catapult your impact in this world? Is not the place. Until next time, be kind + donât forget to look up ð - Sara P.S. On the topic of upending what we think we know: I always thought the phrase âbe there or be squareâ was derived from the idea that youâre either cool and show up, or youâre boring (AKA a square) and donât. Meanwhile, a friend posed this to me this week: âIf youâre not there, youâre not around.â Thoughts? â Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. Iâll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140
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