Copywriting is “Thinking on Paper”

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Copywriting has often been defined as “salesmanship in print.” 

 This is easy to comprehend in the direct response world — crafting a sales message designed to persuade the reader to whip out his/her credit card, right now.

But, as anyone knows, a good copywriter has to know how to think really well.  Even if the writer isn’t trying to sell something immediately, they still have to think critically and analyze a lot of information.

It’s been said that the writer should have 7 times more intel than she’ll ever need.  So, a good writer collects a ton of information about the company, product and the audience she’ll be writing to … waay before a single word is written.

Gary Bencivenga says, “Every situation is unique, especially when the product or market place is different from what’s gone before.”

I, personally, abhor the notion of using the same angle or style for one client that I used for another  — just because it’d be easier.  If I thought it was the best approach, perhaps I would, but only if it were in disparate industries.

I like to forge a new path, though, and create something totally unique for each and every client.  As they say in fashion, you don’t want to meet yourself coming and going. 

Who’d want to go to a party and see ‘their’ dress on someone else?  Not I.

So, again, it’s critical to find a copywriter who can think on paper.  One with sufficient grey matter to examine all the data and come up with a new idea, a BIG idea … something unique and fresh for your business.

 There’s so much ’me too’ stuff going around … oy vey, don’t get me started! 

Whether it’s good or not, successful or not, something gets out on the Internet (especially) — and before you know it, you see the same style or tactics being used everywhere!

Where’s the differentiator?  How do you set yourself apart, when you look like everyone else?  You don’t.  You look like a carbon copy; not the genuine article.  UG!

Thinking on paper …

Critical thinking is the key.  It’s a lot like the attorney’s discovery, I think.  Then, one must draw the right conclusions from the vast body of evidence and, hopefully, be able to make a viable case for whatever product or service we’re writing about.

The ability to think clearly and confidently is also key.  I can’t think, with a lot of noise, for instance, so I have to have quiet.  I also have to be comfortable and in pleasant surroundings, with lots of natural light.

Expect the BIG idea and the BEST way to present it to emerge from an all-knowing sub-conscious … and it does.  Sleeping on it, after gathering so much information and immersing myself in it, is something I always do, as do so many other copywriters I know.

Often, I have so much information swirling around in my head, I feel I’ll never be able to rummage around and find just the right bits to use.  But, when I trust my inner knowing … it never fails me.

Copywriting is ‘thinking on paper.’  So when you need to have a well-crafted sales message, just hire a good copywriter, who knows how to do this. 

Thanks for reading,

Carolyn

http://www.kickasscopywriter.com