Ego, a jolly iffy character in every human’s life – we talk about it often yet not know its real meaning. Ego is not what you think.
For most people, having an ego is sort of like saying that a particular person holds a high opinion about himself or herself. However, ego means something different altogether.
In psychoanalysis terminology, ego means the part of the mind that mediates between the conscious and the unconscious and is responsible for reality testing and a sense of personal identity.
What does Mr Freud have to say about this?
According to Sigmund Freud, the ego is part of the personality that mediates the demands of the id, the superego, and reality. Freud described the id as the most basic part of the personality that urges people to fulfil their most primal needs. The superego, on the other hand, is the moralistic part of the personality that forms later in childhood as a result of upbringing and social influences. It is the ego’s job to strike a balance between these two often competing for forces and to make sure that fulfilling the needs of the id and superego conforms to the demands of reality.
Why the heck, am I talking about ego all of a sudden?
The problem with ego is that it is TOO occupied with itself. Since it considers itself the hero of its own little world, it does not bother to attend to anyone else (or any other ego, for that matter). As a copywriter, your ego stops you from focusing on your audience.
Want to become a great copywriter whose words sell for gold? Kill your damn ego first.
Instead, try to learn about your audience. What are they greedy about? What are they afraid about? What is their inner emotional core complex?
Your job as a copywriter is to dig out and recognise your target audience’s ego.
Every word that you enter, every piece that you write, every font type you use, every colour you choose—it should be aligned to your prospects’ ego, not yours.
Yet your consciousness and rationality will always occlude it from happening.