The Similarities Between a Copywriter And A Psychotherapist

You wouldn’t think that someone who writes good sales copy and a therapist for emotional issues would have much in common. The truth is they have a great deal in common. A copywriter needs to be a student of human nature to be able to tap into the mental, emotional, physical and spiritual reasons someone would buy a product or service. A therapist has to “sell” new ways of living life to a client.
Master copywriters know how to “talk” to people and show them how a particular product or service is exactly what they need. In fact, copywriters learn what works more quickly than therapists because they have an almost instant feedback loop… sales.
Therapists need to wait for weeks, months or years to discover whether or not the strategies they employed actually work. As any therapist can tell you, the faster the feedback, the quicker the consequences, the sooner the rapid gains in knowledge and understanding about what works.
In copywriting, the quick results let the writer and marketer know what works and what doesn’t in a timely manner. The next sales letter will contain adjustments to test out another sales idea.
If you study sales and copywriting you learn a great deal about human nature. In fact, the classic books on sales and advertising are filled with the basics every psychotherapist should know about being a great therapist.
For instance, a good copywriter will focus on the benefits of the product or service. Most therapists and practitioners I know try to convince their potential customers they are the perfect match for them by talking about their credentials and what they can do. The truth is your credentials are not the most important to those looking for your services. What you can do for them is primary… and I’m not talking about how you do it. I’m talking about the results you get. People want to know what they will gain by being your customer or client.
The copywriter sells pride, peace of mind, security and self-esteem. The therapist also sells the same things. These are primary desires of every person. To sell a product or service the copywriter will tap into these needs and desires, thereby obtaining the sale. The mental health professional does the same thing. She taps into those basic emotional desires and “sells” the client on a new way of relating or behaving.
If you’re a therapist, read a few of the excellent books on sales. The great books avoid most of the theory and move the reader to action which is exactly what you want to do with your client. If you’re a copywriter, broaden your understanding of human nature by reading some of the self-help books. They will assist you in becoming aware of the beliefs and feelings of your prospective customer.