As I sit on the terrace of the Royal Festival Hall on London’s Southbank and watch the sun set on a very pleasant evening in the City…
My thoughts turn to you.
Yes, you, dear reader, my fellow copywriter in arms.
I know, I know. I should be thinking about the cold beer on the table in front of me, or the book I’m reading (Bliss was it in Bohemia by Czech novelist Michal Viewegh)… or perhaps I should be thinking about what I’ll have for dinner: the decision is fast approaching, recommendations please.
But no, instead I am thinking of you. And I’m thinking it’s been a while since I said hello. Or maybe it isn’t. After all, new copywriters are joining all the time having read something of interest on the website (AllGoodCopy.com) or stumbled across me on twitter (@allgoodcopy).
New reader, or old, hello – I hope all is well?
Of course, the thought of you didn’t come out of nowhere. I’ve just recently employed a new junior copywriter and as I start to try to teach them how to write ‘good copy’, I start to think again about the fundamentals, about the process, about how I even learnt to do this in the first place.
It’s a weird old game. You know that, I’m sure.
Part science. Part art. Part random chance. Copywriting is a form of writing that constantly evolves. New ideas and new techniques are being uncovered all the time.
A good testing ground
Working with Agora I have a huge advantage, which I’m incredibly grateful for. There are great minds all around the world in our company pushing boundaries and making new discoveries of ‘what works’ all the time.
I will endeavor to share more. It helps everyone.
This evening, though, I’m considering the core ideas. What is it that enables a writer to develop their innate skill – to write – into the ability to write copy?
These are my thoughts, and they have changed over the years I’ve been doing this:
First, there is the slog: the fact that you really should be writing something original every day. This seems obvious, but too often it’s overlooked. For freelancers chasing the next deal, sometimes more time is given over to the chase, rather than the practice. And for in-house copywriters, who have jobs at an agency or publishing house, the constant need for ‘odd jobs’ can change writing into regurgitating, and though necessary for business reasons, it’s still not ideal.
I guess what I’m trying to say is that it will benefit you enormously if you’re able to at least afford yourself an hour each day to write something new. Something that’s never been done before. Something to test. It is only by doing this that you hope to discover ‘the new thing’.
Of course, that’s not to say that studying the classics should be overlooked either.
The classics never go out of style, they say. And it’s true. One of the first tasks I set all new copywriters is to work their way through the historically best-performing sales promotions. Not just to read them, but to write them out by hand. The request is always met with a slight affront – by hand? are you mad? – but it’s an approach I believe works. It enables you to better understand the language, the structure, the repetition that is such a big part of all the most successful sales promotions.
If you’re new to the trade – please take this advice on board. And if you’re an old hand, well… I won’t be so naïve to think you’ll revisit the exercise, but I will suggest a refresher could be useful.
Read, read, read
Naturally, the reading is essential too. Ogilvy on Advertising, Hopkins’ classic Scientific Advertising and, if you can find a copy, Eugene Schwartz’ Breakthrough Advertising. All canon.
And the modern psychologists too: Dan Arielly is great. Malcom Gladwell speaks a lot of sense. Dan and Chip Heath are good to read.
I would add Gary Vaynerchuk to the list. Since I read all the greats, searching for new literature is harder, but Vaynerchuk is a born salesman and his thoughts on marketing would make any copywriter better.
Indeed, in the years I’ve been doing this, my own approach has changed somewhat. Not a lot, but it’s got wider. My view more expanded, shall we say.
Starting out I focused a lot on what I term the ‘technicals’ of copy. I figured if you could learn the structure, the style, then you would be in good stead. I still believe that… but more and more I realise the true breakthroughs only come through deep and often original thought.
My focus is now more concentrated in this area. But it’s a tough one. Can you be taught to think? I hope so. But it takes much more effort than learning the Four Us. It can’t be cheated or gamed – you can only hope to achieve deeper thinking by reading, researching and restlessly questioning all the angles.
A big idea – the thing we search for more than anything in copy – can only come about through this deep digging.
And listen…
Practical advice for this, aside from just bloody reading more? Well, I’d say you need to listen too. Spend more time around people. Spend more time listening to what people say, what they talk about, what worries them, what excites them… and try to figure out how you can take these raw human thoughts and sound bites and apply them to the product or service you’re selling.
As ad-man Dave Trott once pointed out quite rightly, no matter how the media change – Direct Mail, Facebook, Twiter, Snapchat – the fact remains that people buy based on emotion… it’s stories that sell… we humans need a narrative. Never forget that.
Indeed, I’ll leave you with that thought. I hope in some way this little missive gives you pause for thought.
I’ll write again when I have more to say, as I surely will have. Or, alternatively, when you tell me what you’d like to hear: if there’s a copy challenge you’re facing, let me know and I’ll try to shed some light from my own experience. As always, just comment below to get in touch.
Oh, and if you’re still looking for your first big break as a copywriter – get in touch… I’m always looking for talented writers with a desire to think.
Best wishes,
Glenn