I’ve been a writer my entire career. But I’ve written for
basically one audience: television news viewers. Over the years, I found that
what I was doing was telling people what just happened. Not how to fix it. Not
how to avoid the same kind of problems their neighbor or someone across town just
encountered. I merely told them it happened. Sure, I’d try to offer some quick
fix on where they could look for answers, but the crux of my writing was
spreading word about the misfortune of others.
For that reason, I began to sour on writing news. I wanted
to use my skill with a pen (or more appropriately a laptop) for another
purpose. To help people find answers or solutions to the many problems we all
face. To give people hope, not fill them
with despair by writing about all the potentially criminal or dangerous things
going on around them.
But I didn’t know where to start. I decided to try cutting my chops as a
Copywriter. I know I can write solid content, but I didn’t know where to start
to acquire clients. So I began working as an intern under an established
Copywriter. It was grueling work for no pay. I must say the most important
thing that I learned is that I have a LOT to learn about becoming a
Copywriter. One thing was painfully
clear: you need to produce valuable content without coming across like you’re preaching,
promoting or selling ~ when you probably really are.
As an intern I did get experience writing to various
different audiences. I’d write about things I knew nothing about. Sometimes I
spent hours researching a blog subject like “storing refurbished electronic
components” when I didn’t even know what a “refurbished electronic component”
was. After gathering all the knowledge I
could on a subject I really cared nothing about, I was then tasked with writing
passionately about it in a way that would strike a chord with anyone searching
for new and informative copy on
how to store “refurbished electronic components”. That was a challenge. One
that I realized taxed my writing ability. Not only did I have to write
intelligently about a subject I knew nothing about, I had to think like the
person in the audience I was writing to and speak on “their level” so I didn’t
come across as an idiot.
It was a task that dramatically reshaped my writing and
mental skills. It’s almost like taking on a new persona. Putting yourself in
someone’s mindset so you know what he or she is looking for before they do. Know
the audience’s potential questions so you can provide the answers. Then the copy
also has to look pleasing to the eye. If you’re writing about the “5 Most
Important Tips to Winterize your Car” you need to come up with those five tips
and make them easily accessible with bullet points, graphics or some kind of
illustration that makes them visibly stand out.
Then after you’ve produced this verbal masterpiece, you need to come up
with a provocative headline that grabs their attention and gets them to click
on the link that leads them to your article.
Once they do that your copy has to shine! If your words
don’t grab them in that first sentence or paragraph, they’re moving on. There
are simply too many options vying for their attention. Just like in the lead
paragraph of a television news script – you’ve got about 10 seconds (or 10-20
words in Copywriting) to reach them.
Yes, being a solid writer is more than vital to my business.
It is the lifeblood. I have to find the proper words and sentence structure
that turns ordinary words and sentences into extraordinary copy. Copy that
grabs the reader from the beginning, hangs onto to them and ultimately gets them
to help you achieve you or your client’s goal: either promoting information, services
or products.
Ordinary writing just won’t do.
