Who is Self-Indulgent?

All great copywriters agree that one of the keys to writing "killer" copy is to address the reader. Some call it the "Use of 'You'" and they're right. But who is you?

In the last couple of days, I've seen two top copywriters use the term "self-indulgent drivel" when describing blogs. What a nice, temperate way to describe their buying audience, hmm? Bob Bly and Joe Vitale are among the top copywriters today, if not all-time. Both are best-selling authors. Both of them, through their writing, have helped many writers - including myself. I'm both a copywriter and a consumer. As a copywriter, I cringed. As a consumer, I almost got offended - almost.

David Garfinkel points out that - in the world of copywriting, the Seven Deadly Sins are a copywriter's best friend. Hey, it's unfortunate but true. Seth Godin writes in All Marketers Are Liars, "Successful marketers (copywriters) are just the providers of stories that consumers choose to believe." (parenthesis mine)

So, what's the point of this "self-indulgent drivel"? Twofold. First, copywriters and marketers should be aware that bloggers are a growing portion of their target audience. Rather than fight what they are doing, listen to what they are saying - and learn. Second, consumers need to be accountable for the choices they make.

Here's what makes Joe Vitale such a great copywriter - a great story.