Words are powerful, that is a fact. With us today on Live With Bottleneck is Mark Modesti, an content creator and copywriter. He talks about the power of TRUE (transparency, reliability, uniqueness, and empathy in copywriting and marketing. Join the discussion now and let the power of the TRUE platform impact your business and client relationship.
Aim To Be Clear, Concise, and Compelling
Mark starts off by saying that copywriting is essentially selling through words and paper. He says that the most interesting part about it is capturing the attention of people you don’t know or see. Mark adds that in copywriting, you find a way to compel people to make a decision and make sure it will make things better for them.
“The purpose of the ad is to help someone make a decision about a product that would be good for them. And if it doesn’t do that, it doesn’t matter how impressive or well-written or creative the ad is.” Mark Modesti
Focus on TRUE
When asked to share some tips about copywriting, Mark says that it is important to focus on the true platform. He discusses that in these uncertain times, it is necessary for one to ring true instead of being tone-deaf. Mark even gives his acronym for the word TRUE to further define it – transparent, reliable, unique, and empathetic.
“We always think of empathy as knowing how others feel and that’s important. But odds are, if we’re feeling a certain way, as we all were, a lot of us had a lot of common fears and feelings. Back then, if you’re feeling that way, others are likely feeling that way. And that’s part of empathy too. That’s where we’re focused now. When you write, how can you be true? Because people are even more sensitive to it now than ever. They want what hasn’t changed. People do business with those they know, like, and trust.” Mark Modesti
Talk Directly to Your Customers
Mark says that every struggling business owner must start with copywriting. Even if they don’t consider themselves a writer, business owners must start speaking directly to their customers. Mark says that writing is a skill that can be learned over time.
“It all begins with a specific person with a peculiar problem, that’s who you speak to. That’s who you write to. That’s who you record your video for. It is this specific person and that means you say no to others who aren’t that specific person. That peculiar problem is peculiar in the sense of how plants are indigenous to certain areas of the country or the globe. That kind of person has that kind of problem. So when you promise, your promise has to be tied directly to them.” Mark Modesti
To know more about copywriting and the TRUE platform and for more information about Mark Modesti, watch this episode.
After a 32 year career with UPS, primarily in sales and consulting, Mark Modesti recently pivoted to a content marketing and copywriting for PlatformCreator.com.
In 2015 Mark presented a TED Talk on “The Argument for Trouble,” and describes himself as a generous troublemaker. Challenging others to leverage difficulty as a way of leveling up.
In 2018, he was the recipient of Seth Godin’s altMBA Walker Award.
He has contributed articles for the UPS Longitudes Blog, Medium, and at PlatformCreator.com.
Mark and his wife, Nance, have 3 adult children and live in North Texas. He’s an avid reader and enjoys participating in online communities centered around creativity, marketing, and personal development.
Connect with Mark!
Web: Platform Creator