“Copywriting is a direct conversation with the consumer.” said Shirley Polykoff.
Throughout history, Copywriters have produced some work that got heads turning, ears flapping and tongues wagging. But now, with the rise of the internet, the nature of copywriting has undergone some significant changes. Definition of a good copywriter has changed. Copywriters now have to take care of things which didn’t even matter before. Hence, realizing the true copywriter inside you has now become more important than ever.
Goal of copywriting in its simplest form is “To make a person exchange their hard-earned money for a product or service.” And everything else should align to this definition.
A Great copywriter can move millions of people to take action. And this is all done from the power of a pen and the message which is conveyed. But to master that, one has to be well aware of the signs of a great copywriter. If you have ever wondered what it takes to be a great copywriter, then you are at the right place.
Here are 4 signs of a great copywriter that can help you identify the copywriter in you:
1. Great copywriters have variety of interests & master many skill.
Yes, you heard that right. One has to be the “Jack of all traits” to adapt in the world of copywriting. One has to explore and experience from almost everything and from everywhere.
Experiences create ideas. Our minds are like giant computers. Any experience that goes into your brain, becomes a program material and data which we can assemble in new ways in the future. There is nothing really new in life, everything has just taken new forms. The more experiences and knowledge we have, more it helps to come up with new combinations of old material. Hence, it is important to experience life as much as possible and not to fear failure. The more experience and knowledge we have, the easier it becomes to come up with a big copy idea or marketing concept.
2. Great copywriters use lateral thinking for ideas.
While watching a movie or reading a story, humans have a natural tendency to make assumptions of the possible ending of the story. And when the story finally comes to an end, just in the way we expected – all we experience is absolute disappointment. Copywriting is no different.
Stories become predictable when we often settle into one way of thinking. Similarly while writing a copy, when we stick to the most direct, obvious and the easiest idea, it makes the copy unattractive.
To eliminate predictability, a copywriter needs to learn the art of lateral thinking. Edward de Bono, one of the great creative thinkers of our time, coined the term lateral thinking as the process of coming up with indirect and more creative ideas by avoiding the obvious and direct route. Often, by relating the problem to something that has nothing to do with the problem, a new idea emerges.
Lateral thinking doesn’t come naturally for most people as it involves ruling out the obvious options after which it almost seems like we have nothing left on the table. But that’s exactly what great copywriters do. They get rid of the obvious ideas, and then start brainstorming on what could surprise the reader and make them experience something new.
3. Great copywriters run their own company.
Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word you write. The really great direct marketing copywriters often don’t work for advertising agencies, but rather run their own companies and experience their own successes and failures. Ben Suarez, Gary Halbert and dozens of others recognized as top copywriters have owned their own companies and learned over years of trial and error—years of both big mistakes and great success. You can’t beat that type of experience.
The preparation for becoming a great copywriter is a lifestyle. It’s a hunger for knowledge, a curiosity and a desire to participate in life that is broad-based and passionate. If you have this personality, you are already well on your way. If you don’t, simply being aware of it is enough to start a mental process and movement.
4. Great copywriters are experts.
You need to become an expert on a product, service or anything you write about to really be effective. Becoming an expert means learning enough about a product to obtain enough specific knowledge. By doing you can communicate the real nature of what you are trying to sell. Having good knowledge and deep understanding of the product or service might help you in many ways. It helps in realizing the hidden beauty of it, which you easily communicate through your copy.
Say to yourself, “I am an expert or have learned enough to be able to effectively communicate this product to the consumer.” That’s what we mean by “specific knowledge.”
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