Copywriting for Astrology, Numerology, Tarot, and the Mystic
By Dina Giolitto
These days, you don't have to traverse the dark forest on the
eve of the Full Moon to find a gypsy, psychic or "intuitive" as
many now call themselves. Chances are, the local astrologist or
tarot reader is making more than a comfortable living for
herself in a corporate complex near you. She's probably dressed
in proper business attire, scheduling consultations from her
art-deco office right now.
If you're a copywriter, the intuitive, mystical or occult
audience is an ever-growing market that's worth tapping. Most
Intuitives see the Web as an ideal way to attract covert
followers... and in that regard, their "intuition" is dead-on.
Why all the secrecy? Pretend for the moment that you're the
typical astrology client. Maybe you feel a little silly telling
the naysayers at your office and even in your family that you've
been seeking answers in the stars. Thanks to anonymity on the
web, no one has to know that you just ran your husband's
birthday through that Astrological Personality Profiler and are
now clued into his Venus in Scorpio that may be clashing with
your Mars in Gemini which is why sparks always fly in the
bedroom after you've had another one of your hair-raising
That said: the world's Intuitives are building websites with the
intent of keeping their Private Consultations private... and
they need web copy to advertise their services. As a
professional copywriter, that's where you come in.
Of course, the more knowledgeable you are, the more likely
you'll impress a potential client enough to land a contract. So,
if you're already a dabbler in Mysterious Matters, you may want
to self-educate just a bit more, to get the voice down pat. Even
if you're not an expert, mastering basic concepts and
terminology is the quickest way to prove your worth to a
potential client in this (or any) field.
Are you a Good Witch, or a Bad Witch?
Pagans sometimes use the terms White Magic and Black Magic in
their practice. Simply stated; White Magic is the means to a
positive or good end, and Black Magic is the means to a negative
or malevolent end. While many modern-day Intuitives steer clear
of such outdated terms like magic, the underlying meaning
remains. A Spiritual Advisor has an ethical responsibility to
guide her clients to a positive end. If you function as her Web
Scribe, that means you do, too.
Folks who deal in the unknown view the Universe in a holistic
way. Theirs is a world of vibrations, frequencies, channels,
energy flow, positives, negatives and other such intrigue.
Therefore; in writing copy for the Spiritually Enlightened
audience, there will be many occasions when you'll have to
describe things as having a "negative" influence on your reader.
If you must cast a dark shadow with your intuitive
interpretation, do it in such a way that the recipient of the
news can deal with it.
Let's use astrology as an example since it's probably the most
familiar. Suppose after a customer enters his birth information
on an astrology website, the "reading" that comes up goes
something like this:
"Over the course of the next several months, you may feel out of
touch with relatives, coworkers and friends; and even out of
touch with yourself. You'll experience a constant sense of
anxiety and unrest lurking just beneath the surface. Although
you might think you're working toward a productive end, this
"out of sync" feeling can cause you to become ineffectual in all
of your dealings. People who are experiencing the "heaviness"
that this planetary influence produces often turn to addictive
behavior, typically drugs and alcohol."
How do you imagine that an impressionable reader might react to
such news? She will either, 1. take it to heart, becoming
discouraged and depressed at the approaching downer that's about
to befall her, or 2. grow angry at the relayer of the dismal
forecast for insinuating that she is anything short of perfect.
She might even head out to the liquor store to load up for her
upcoming bender that she didn't know she was going on before the
astrology website sealed her fate. (And to think: she didn't
even drink before this!)
It's true that not everything in this world is positive,
including whatever comes up on your computer-generated astrology
reading. But in dealing with the sensitive human psyche, one who
writes for this field should know how to comfort, motivate,
inspire and encourage. She should fill the reader with faith and
hope in herself and the world around her... as well as the power
to deal with whatever adversity may come her way during the
course of her lifetime.
Therefore, to lessen the blow of a "bad reading," a good
copywriter will know how to "break the bad news gently." The
same astrology client who received the dismal report above might
do well to hear something along the lines of:
"During this period, energy is at an all-time low. You may find
yourself feeling ineffectual and self-defeating, with positive
relations being put on a temporary back burner. Such "down
periods" are the psyche's way of 'recharging' its internal
battery for more progressive action later. You may wish to spend
this time in deep reflection, or perhaps taking a short repose
from the pressing responsibilities of life until the temporary
storm clouds give way to brighter days. Emerge stronger, more
focused and more effective than ever, for the transformation
such a period ultimately brings."
Now, that doesn't sound so bad, does it? If you were the
recipient of such a reading, you'd surely be armed with a better
way of dealing with the oncoming discord in your life. This, in
effect, gives the Spiritually Hungry what they really need:
nourishment for their discontented souls.
Aside from the havoc that "spreading bad vibes" can wreak on the
Universe alone, the Spiritual Advisor should consider the impact
of her words for marketing purposes and the success of her
business. If you were selling fruit baskets on your website,
would you ever tell the reader, "Beware the occasional rotted
pear in your gift sampler!" You certainly would not, if you ever
expect to sell anything. Likewise, if you're pitching
Enlightenment, you want your customer to have full faith that
you can deliver the Good (as opposed to the Bad).
If a psychic's clients don't care for the way she tells their
fortune, guess what? They're probably not coming back to her for
It's in an Intuitive's best interest to remember the tender,
vulnerable souls of her audience, and deliver her readings with
temperance, good intentions, empathy for the human condition,
and above all, Love. From both a moral and marketing standpoint;
if you're writing the copy for her website, you're obligated to
do the same.
Copyright 2005 Onward Dina Giolitto. All rights reserved.
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