"A good text cannot be written just for the sake of writing. You have to believe in that product.”
Short Definition: What is Copywriting? It is the activity that includes writing texts for advertising purposes or other forms of marketing. The product of this activity is written content that aims to increase brand awareness and ultimately persuade a person or group of people to take a specific action.
These are the words of David Ogilvy, one of the most famous copywriters, nicknamed "the father of advertising". According to his philosophy, a true copywriter must believe in the product he is writing about and wants to sell through his copywriting. Could it be true?
On your way to writing creative texts and ads that convert, you will have to face a lot of challenges including lack of inspiration, lack of time, fits of nerves, very capricious clients, and many more...
So if you are a novice copywriter and want to know how to write and not have a heart attack, welcome to the SEOLITTE guide page on copywriting, creativity, and inspiration!
This is not a regular "how to write better" format article, which usually simply lists some practical tips or secret techniques.
NOT! Here we will talk about DIFFERENT KINDS of COPYWRITING. About how a "freshman" copywriter can find out his potential from the very first months of his profession.
Now that we've warned you, let's get started.
The difference between "good" and "excellent" in writing and copywriting
Sooner or later, the day-to-day writing of advertisements takes its toll on a copywriter. The lack of inspiration will be replaced by habit, and instead of the constant search for novelty, you will embrace your writing techniques that work practically every time. You will no longer ask yourself "how to write better", you will just write texts on a conveyor belt. I assure you that all copywriters have such moments, but it is your professional responsibility to nurture your inspiration and educate yourself in this profession.
It's not bad to write well, but it's not enough
If the copywriter is truly devoted to creating quality texts, then only he will notice the difference between his "good" text and his "ideal" text. Clients are happy to accept even relatively good texts, only on one condition: if they sound interesting and arouse the reader's curiosity.
However, if you start writing "acceptable" texts, you stop being proud of yourself, and you become a money-printing machine. Even if you understand that you could write better, you start to burn from the inside, but you don't change anything... This is also where panic attacks, lack of inspiration, and blockage appear.
Our copywriters were also in such a state and it was not at all easy to help them out of this trap. I sat and thought coldly about how we can help them and I got 4 basic rules that will help you to write better, more creatively, and more freely, no matter what you are going through in your life:
Rule 1. Always try to give your readers that "Aha!"
When you have already sketched the text in your mind, do not rush to "pour" it on paper, however. Stop and ask yourself, “Is it possible to expose it even better than this? What surprise elements could I add to this material?" As a rule, the first version of the text is the simplest the subconscious and life experiences throw us some basic ideas, which we immediately write down.
It's not bad, but it's rarely perfect. When you start to think outside the box and continuously improve, it's experience combined with creativity. And in this case, new ideas appear, which make the text better than you expected.
Always try to ask yourself: "How do I start a good text and then develop it so that the message "flirts with the readers"? The secret is to take your time and look for as many options as possible to deliver a "Wow!"
Rule 2. Do not embellish the text, but add value to each sentence
Identifying and presenting the most unusual benefits of a product or service, the desire to create unique offers and improve material with advantages was, is, and will be the goal of any copywriter. We all know this, but we still do not use this knowledge to the fullest.
Let's be honest: do you feel good when you just say to yourself: "I did my best"? You usually know within yourself that you can do better. It's just a matter of persistence.
How to get out of this comfort zone? Simple! You are constantly working on yourself.
If you're selling something, then really fall in love with your product. Find his strengths and not those that the client will enjoy and that will only flatter him. If you have the opportunity to discover something more interesting and authentic about the product, do not write platitudes and clichés that sell.
Rule 3. Feed your muse
Have you also noticed that ease of expression and creativity are not constant values? Creativity is highly dependent on what we consume in terms of information and personal development.
To start writing better than you did yesterday, you need to feed your muse with 3 types of delicacies:
The delicacy no. 1 - Read classic literature. Let old classics or contemporary authors of value be your priorities. A good book improves your style (subtly) and expands your vocabulary.
The delicacy no. 2 - Don't stop writing. Write anywhere, anytime. If you can't take your laptop with you, carry your notepad with you and jot down the ideas that come to you out of the blue. That way you will always catch inspiration and keep your creativity.
The delicacy no. 3 - Advanced courses in copywriting. Spend as much time as possible watching courses on the art of persuasion through text. Don't let your brain rest on this one. If you are feeling lazy, go to the delicatessen no. 1: read! After a while, you should feel like writing something! It is important to feel a constant hunger for good texts. If you learn to maintain this state as much as possible, then you can consider yourself a lucky copywriter!
Rule 4. Don't be afraid to experiment!
Why is stability in copywriting dangerous? The fact that sooner or later you calm down. You've already developed your preferred writing techniques and standard tricks that you apply whenever you can. You don't feel like venturing out where you don't know the terrain, do you? The comfort zone traps you in its nets and does not allow you to evolve as a professional in the field. To avoid this situation, experiment with ingenious ideas and see how the public reacts to one or another more unusual campaign.
Help your ideas come true and have the desired social impact - only then will the results exceed your expectations!
I hope the given guide helped you see the big picture of the copywriting profession. If you like this material, don't forget to share it with your colleagues and friends. Stay tuned for more useful information from the world of marketing that sells!