I know copywriting. That’s about it.
These are all professionally curated opinions designed to make you feel really, really bad about your copywriting abilities. Which is why you should hire me. But you don’t have to listen to me. Just read on, friend.
Simple right? No. If writing isn’t your natural habitat, if you’re lazy (aka a seasoned procrastinator), if you’re scared of people’s opinions, or you prefer to outsource, chances are, starting isn’t easy. The trick is getting into the groove – just like any form of exercise, you need to stretch and limber up those typing fingers and that hefty muscle inside your skull. Once you start, you can’t really stop. (Technically untrue, however, point is, once you start all sorts of ideas and creativity come flowing through. There’s no knowing where you might end up, except on a train to Wow-town.)
Cut the sh*t.
You might be an expert on 18-century literature. You might be all over the nuances of syntax. But when it comes to telling the story of your small to medium size business with the aim of getting ‘buy in’, most people don’t care for all of the flourishes. They want copy that’s easy to digest. They want informative, without too much technical jargon. Fun. Quirky. Short and sweet. (Unless technical jargon is a huge part of what you do… in which case, don’t listen to me). Stop trying to impress with your knowledge of hard to pronounce words. Keep the content that’s necessary. Remove excessive descriptive words and get to the point.
Wow ‘em with your personality.
Unless you’re a femmebot, Terminator, politician, or some other cyborg hybrid – you’re going to have personality. Bring it. It might seem risky to bring your true self into your writing – we all have moments of doubt. Or question if people will ‘get’ us. The way I see it and the way I win my work, is through my personality. If you read my work and don’t like my personality, you’ll switch off and onto someone who speaks to your soul differently. If you like what I bring to the table, even better. Stay a while, stick around and let’s get down and dirty with copy!
Get out there and experience.
There’s a lot of stuff happening in the world and it’s really f*cking hard to keep up with it all. You want to get a solid grasp of your target audiences, their interests and behaviours. You want to learn how they like to receive communications and what they respond to. So start listening! Get comfortable with social platforms and if you can, analytics tools – so you can understand the way people are communicating with each other on different platforms. Go out in public (I know, your poor pasty / porcelain skin might blind people – do it anyway) and pay attention to conversations around you. Attend panel discussions, listen to interviews, watch movies, read about topics that aren’t typically on your list. Expand your experience.
Lose the fear.
When it comes to fear and something that matters, it’s a fine line. Fear can be that little a’hole kid from next door that likes to waterbomb you as you trot from the car to your door – annoying, scary (admit it) but ultimately, motivating. Then there’s the go nowhere, do nothing kind. Except sit and wonder how the sweet f*ck you’re going to get out of this alive. We don’t want that. We want you to put one foot in front of the other and push forward so the world can recognise your amazing-ness and what you have to offer. Stop keeping it locked up. Start with baby steps – send your copywriting to a friend. Send it to a colleague or mentor. Take on feedback – not everyone in this world is going to love what you write. Not everyone will pick up on your vibe. That’s ok, because the ones that matter will. Do it. Do it. Do it. (Do I have to waterbomb you?!)
I copywrite for a living. I work on social media for the other part of my living. You can ask my opinion or, you could hire me. Just saying!
Now go get writing all of that fandangle copy!