Today I stumbled upon an update from Joe Pulizzi on Twitter in which he had shared his recent email newsletter broadcast.

Apple turned everything around in 1997 with an internal meeting led by Steve Jobs. They stopped marketing features and started marketing purpose. Here's the story. https://t.co/DvL88e2AAC #CMWorld #ThisOldMarketing

— Joe Pulizzi (@JoePulizzi) July 18, 2019

In the first topic he talks about how Apple turned around its business when Steve Jobs decided to focus on marketing the purpose of the company rather than its products and their features.

These days I’m reading a copywriting book titled The Adweek Copywriting Handbook by Joe Sugarman. In the book he repeatedly insists that effective copywriting is all about catering to the emotions of prospective customers and clients rather than harping about product features and benefits. He gives the example of the Mercedes car. Most of the people buy the car due to the emotional high they get. Buying is always emotional, he says.

When you communicate your purpose of existence instead of promoting your products and services, you make an emotional connection.

I believe, when you are writing content, this is the true meaning of content writing especially when you are writing content for content marketing.

How do you plan to change people’s lives?

If you are marketing a tasks management mobile app, how are you going to make it easier for people to accomplish what they want to achieve?

If I am marketing my content writing services through publishing content all the time, how do I make it worthwhile for my readers to read my blog posts? What do I really convey?

In the daily hubbub of marketing our businesses and constantly trying to get new customers and clients, we get little time to sit quietly and think about our purpose of existence.

Why do I really provide my copywriting and content writing services?

A simple, straightforward answer would be that I’m good at these and hence, I use these skills to make a living.

I think, as a reader, even you would understand my need to offer my services. In this world, every person who earns, puts in an effort to make a living. That’s the purpose for that person. This is my purpose.

But how do I make an emotional connection with you, as my prospective client? What moves you to contact me? What makes you trust my abilities as a content writer and as a copywriter who can help you grow your business?

I say I’m passionate about helping you grow your business. I believe that my writing can improve your conversion rate and help you get more traffic from search engines.

There might be thousands of reasons why your business isn’t growing the way you want it to grow, but I know that content and copy play a very important role.

People read the words on your website and then they decide if they want to do business with you.

The words on your website make them click your contact form or give you a call, and the words can send them away back to the search engine or to another website.

As a writer and as a reader, I know the power of words.

I know words are not casual. Wars have been fought because certain words have been spoken. Words have triggered revolutions.

They say that a person can recover from a bullet wound, but it is very difficult for him or her to recover from a wound caused by someone’s words, such is the power of words.

This is the purpose I want to instill when writing content for my own website, and when writing content and copy for you.

What is the purpose of your business? The true purpose. How do you want to change people’s lives for better?