Avoid writing boring copy or being a bored copywriter
June 20th, 2017 by Bob Bly
“There are a lot of sins in life,” Senator Lindsey Graham was
quoted as saying in New York magazine (3/5/17, p. 24). “But the
one that’s intolerable is being bored. I hate boring.”
The problem with saying that something is “boring,” however, is
that the statement is meaningless unless you ask: “Boring to
WHOM?”
For instance, I recently had the assignment of writing, for a
chemical company, a white paper on “clean agent fire suppression
systems for data centers.”
While this topic would put the majority of copywriters I know
into a coma, for me, being a chemical engineer and former
chemistry major, it was absolutely fascinating — and pure joy.
Especially in sales copy, being boring is an absolute sin and a
sure road to lack of interest and dismal response rates.
As David Ogilvy once observed, “You cannot sell the consumer by
boring her to death.”
So … how do you avoid being bored with your copywriting projects
as well as boring prospects with the copy you write?
Making sure the copy you write is not boring is a five-step
process:
>> Step one is to, as much as is humanly possible, only take on
assignments that — if they don’t absolutely fascinate you — at
least are interesting to you.
That way, you don’t have to fake enthusiasm, because you will
enjoy learning about that product and selling it to others.
>> Step two is to dig into the topic to find the area of it with
the greatest interest to the reader.
One high-tech copywriter told me, “The most fascinating thing
about technology is that people invented it.”
Joseph Kelly, a former speechwriter for Eisenhower, said: “There
is a kernel of interest in everything man or God made.”
Your job is to find that kernel. In copy, it must either arouse
curiosity, lure the prospect into reading the copy, or make her
want to own the product being advertised.
>> Step three is to do the hard work of research.
Most copywriters I know enjoy learning, so the research is often
fun and intellectually stimulating.
Research is important because, in copy, specifics sell.
Generalities bore the reader and cause her to quickly lose
interest and click away.
But wait. There are two additional steps that can help ensure you
are never bored as a copywriter….
>> Step four: Always have multiple writing projects.
Isaac Asimov said the secret to his great writing productivity
was having many projects, so when he got bored or tired or just
felt he could not go further with his book that day…
…he switched to his columns and articles on other topics, which
kept him fresh and interested.
>> Step five: Write things other than copy.
My 80/20 rule for copywriters is to spend 80% of your time
writing copy for clients.
This is the key to a six-figure annual income year after year.
But to vary things up, spend 20% of your time with non-copy
writing projects that are purely yours.
Mark Ford writes poetry, short stories, and movie scripts.
The late Herschell Gordon Lewis wrote and produced grade B horror
movies.
I write short stories and had a book of them come out from Quill
Driver Books last year:
http://amzn.to/2r7qtyd
I have had a blast on writing nonfiction books on everything
from sex and Star Trek, to careers and satire.
I also did cartoons and wrote the occasional newspaper or
magazine article, published in periodicals ranging from
Cosmopolitan to the Baltimore City Paper.
This keeps me fresh and ensures I am virtually never bored, except
by paperwork, which I loathe.
This entry was posted on Tuesday, June 20th, 2017 at 12:44 pm and is filed under Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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November 17th, 2024 at 12:45 am
The Mercury Outboard 6198439 is a high-performance outboard motor designed to elevate the boating experience for enthusiasts across various water conditions. Known for its cutting-edge technology and reliable performance, this outboard motor is ideal for both saltwater and freshwater environments. Whether you’re an avid fisherman or a recreational boater, this engine’s power and fuel efficiency make it a solid choice for various boat types. Mercury Outboard 6198439
November 17th, 2024 at 12:51 am
The character of Huckleberry Finn, as imagined by Mark Twain, has been depicted in numerous illustrations over the years. Central to many of these representations is Huck’s iconic corncob pipe, which serves as a powerful visual cue that speaks to his personality and the time period in which he lives. Illustrations of Huck Finn, especially those featuring his corncob pipe, have become symbolic representations of not just the character but of broader themes within the novel. These images, many of which can be found on platforms like Google Images, offer viewers a glimpse into the past, where the relationship between Huck and his pipe is inseparable. Google Images Huckleberry Finn
November 20th, 2024 at 1:45 am
SQL Server Integration Services (SSIS) 858, developed by Microsoft, is an advanced data integration tool that facilitates seamless data workflows and enhances business insights.
November 20th, 2024 at 2:20 am
Filsinger Games has become synonymous with wrestling-inspired collectible card games, but the company goes beyond mere collectibles by offering a nuanced, artistic representation of wrestlers like Kyle O’Reilly.
November 23rd, 2024 at 8:08 am
Al buscar alcohol, es conveniente comparar precios entre distintas tiendas y verificar las promociones actuales. Es común encontrar que los precios pueden variar considerablemente entre una tienda y otra. Algunas tiendas, como Spec’s Wine, Spirits & Finer Foods, ofrecen descuentos para grandes cantidades y selecciones exclusivas que pueden ser difíciles de encontrar en otros lugares.
November 24th, 2024 at 3:03 am
Among Peutinger’s many achievements, his association with the Tabula Peutingeriana, or peutinger Table, remains the most celebrated. This remarkable Roman map, illustrating the empire’s intricate road network, is a testament to Peutinger’s dedication to preserving ancient knowledge.
November 24th, 2024 at 3:52 am
In the world of cryptocurrency, choosing the right platform can be tricky. One such platform gaining attention is Crypto30x.com, which offers a tool called Zeus. This post will explore what Zeus is, how it works, and how it can help traders. Let’s dive into this platform and see why it’s becoming so popular.
November 24th, 2024 at 5:21 am
Bobby Lee, a name that resonates with humor, resilience, and success, has carved out a unique place in the entertainment world. Known for his stand-up comedy, acting, and podcasting, Lee’s journey is as captivating as his performances. This article dives deep into Bobby Lee’s net worth, exploring his early life, career, personal life, and the real estate investments that have contributed to his financial success.
November 24th, 2024 at 8:02 am
In the realms of engineering and wellness, the SPA-218-28-25L torsion spring stands as a remarkable blend of innovation and utility. From offering precision in industrial applications to enhancing relaxation routines through hydrotherapy and thermotherapy, this premium-grade torsion spring has revolutionized diverse sectors.
November 24th, 2024 at 10:22 am
In Western music theory, a “Diez” is the term used for the sharp symbol (?), which represents an alteration in pitch. This alteration raises the pitch of a note by a semitone or half-step, thereby transforming the note to its higher counterpart. The sharp symbol has a profound impact on how music is composed and performed, as it introduces subtle shifts in tonality and harmonic richness. The concept of the Diez is integral to the construction of scales and chord progressions, as it enables composers and performers to explore a wider range of sounds and emotional expressions.
December 12th, 2024 at 12:19 am
Quantity takeoffs are the process of measuring all the material which is needed to go into the project. QTP is prepared by reading Construction Drawings (also called Plans or Blueprints) and enlisting all the materials in an Excel file.
December 20th, 2024 at 5:19 am
I have personally realized it so many times especially for a recent business where I felt it deeply that copy-writing is highly less-appreciated job. Most of the leads are due to them after understanding the algorithms of platforms. This is what I have realized atthe back vault vintage jewelry collection.