They say copywriters are salesmen in print. I say copywriters are ACTORS in print. This is why commercial writing is probably one of the toughest jobs in the world—because you don’t need a skillset, rather barrels of humanity inside you.
I will tell you why. Take any copywriting or marketing book in general, and you will find this advice: know your customer. Absolutely, true. However, you have to go one step further than that.
You have to know your audience inside out. What do they want? What do they need? What do they like? What do they dislike? What outcome are they looking for?
Yet when you are putting down to actually write that copy, you have to forget about your audience, and you have to write for yourself. What I mean by that, you have to write to SATISFY YOUR SELF. And who is that self? That self resembles your target audience. You have to think, feel and act like your target audience.
You are the writer and you are the reader.
Do you see the paradox now?
You cannot write for anyone else and you are still writing for someone else.
If you do this, you will:
You will find interest in the topic as in you genuinely want to know more about the topic.
You will focus on answering the questions instead of sourcing to fill up the paragraphs.
You will find it easy to include your unique, original voice.
You end up with an exceptionally good copy (something that you are proud of!)
Writing is indeed an art, after all. Where the best product comes out only when you do it for yourself, and no one else.
In short, every time you sit down to write, MAKE IT YOUR OWN.
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