If you really think about it most of the things you remember are attached to experiences you have had or stories you have heard. What actually makes these memories so vivid is that they actually conjure emotions.
As a copywriter it is not enough to just be able to say what a product has to offer, you have to be able to do it with a story that conjures an emotion, so your audience would remember.
This sounds like a really difficult task but if you, understand the value of every single word, learn how to work with deadlines and understand how your audience mind works, you would have figured out copywriting.
So here are a four copywriting tips to help you on your merry way, if you really want to be a copywriter.
Creativity is overhyped
Most writers have, regardless of what they are writing struggle with inspiration, creativity and writer’s block. And to be honest I can’t give you a solution to this, but the truth remains that if you had a contract and a date to submit it for publishing, you have to deliver.
Yes! It may be better if you had more time to go over it and adjust it a little, but you know what the best kind of copy is? The copy that gets read because the copywriter finished writing it.
Live a little and never stop being curious
In the words of Joseph Sugarman, “ The best copywriters in the world are those who are curious about life, read a great deal, have many hobbies, like to travel, have a variety of skills, get bored and then look for other skills to master.”
As writers, these are a few of the habits we all have in common. We are more often than not curious about life and it is okay. What we do is tell stories and you can’t give what you don’t have. You can’t use words you have never read or shared experiences you have never had. So read some more, form a new habit, go on an adventure, live a little and don’t forget to ask questions.
The devil is in the details
This is very important and it is something most copywriters ignore. Every little detail counts. They are the things that make up a great story and help conjure emotions. To come up with the great copy you have to do a lot of research and the quality of your copy literally depends on this research. One of the greatest copies in ad history was David Ogilvy‘s copy for Rolls-Royce
“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”
What makes this copy so good is the accuracy of it. There is simply no way to make it better. The best part of it is that it is true, Ogilvy spent three weeks doing nothing but reading about the car. The advert was so good at the time that ford imitated it in their next campaign.
Keep a scrapbook
So you know how you get different ideas about life and you go “oh I should write that down” or you see an advert and you are like “oh I like that, I should keep it”. Well write that down and yes keep that advert.
I am not asking you to become a mindless copycat drone. No! But when you get stuck you can use these ideas make them better. So whenever you get stuck you can just go to your pile of ideas and pick one. It helps a lot. Remember, “the faintest pen lasts longer than the sharpest memory”
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