The Power of Confident Writing
There’s a wonderful European-style market and bakery in the Oak Lawn area of Dallas. They serve everything from made-to-order salads and sandwiches to chef-prepared, ready-to-eat meals.
But what I love most about the place is the sign on the door when you leave. It’s classic.
The sign doesn’t read “Please Come Again” or “Thank You for Your Business” or some other typical exit sign platitude.
It says . . .
“See you tomorrow.”
That kind of confidence is compelling and downright sexy. Sure, a fantastic product, service, or experience is the starting point from which confidence comes, but too many people play it scared and safe even when what they offer is truly great.
I’m not talking about arrogance. Arrogance is an indication of fear, not assurance.
Too many people, however, approach copywriting from a defensive mindset. You’re already back on your heels from the start, instead of proudly sharing your excellence with the people who can benefit most from it.
After all, if you’re not confident in your product or service, why should anyone else be? Confidence is a strong attractor because it assures people they’re making the right choice.
So, check out these tips for confident writing.
And we’ll see you tomorrow.
About the Author: Brian Clark is founder of Copyblogger and wants you to know that Thesis + Scribe = SEO Made Simple. Get more from Brian on Twitter.
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@Jodi: My dad is going to be thrilled to see himself mentioned on Copyblogger. He’ll never be able to get a hat on his big head again.
I must know where this place is located…
I’m close enough to Dallas to end up there once or twice a month!
I think I am going to make a little sign for myself now…
Really, you hit the nail on the head. I’ve met people who’s confidence in what they do attracts me to them. Sometimes, it even makes me guess at their physical appearance. I always figured the amazing @JessicaKnows would be tall, because, well, her attitude and confidence is! When I met her I was surprised to find she’s actually a pretty small gal, in stature. But, her can-do attitude still sets her apart.
I totally agree. Confident writing (like justifiably confident dancing, leadership, etc.) is ALWAYS appealing. It’s reassuring and inspiring and invigorating. You had me at, “confidence is compelling and downright sexy… I’m not talking about arrogance. Arrogance is an indication of fear, not assurance.” Keep confident, Brian!
Anne, I was waiting for someone to figure out it was Eatzi’s.
I miss Eatzi’s. Yum.
Whoa, that’s my first time hearing a sign like that. It would be kind of interesting to see a sign before walking out of a store that said, “See you tomorrow.” I think this is a good example that does show confidence when you believe in something that you’re selling. Thanks for sharing this story Brian.
I spread the same message to freelance writers pitching publications and websites. If you have a great story idea and know your subject, pitch it with confidence even if the publication has never heard of you. Why should they have confidence in your writing if you don’t have confidence in your pitch? And if you think it’s right for the New Yorker, pitch it to the New Yorker, not your no-pay entertainment weekly.
I am using Scrieb SEO now on my blogs, and it really makes difference! thanks.
One confidence thing I like to teach my customers is that when writing sales letters it is critical that you believe in our own product or service to a passionate level.
When you are not confident (in your own mind) that your product will follow-through with what you are promising, that lack of confidence will also show through in your writing and your customers will see through it as well.
I always like to make sure I’m really pumped up about a project before I sit down to write. If you are in a bad mood, or you don’t feel really excited about the projet in front of you, your choice of words may also be affected.
-Joshua Black
The Underdog Millionaire
Another short, sweet and provocative post by Brian. People in general, and customers in particular, almost always respond positively to confidence. The trick, as Joy points out, is to walk that fine line between confidence and arrogance…which is why the Big Blogger in the Sky invented second and third drafts!