Copywriting Lessons I’ve Learned While Squatting in the Trenches
February 20th, 2008 Dina at Wordfeeder.comUnbeknownst to my readers and clients, I’ve got a lot going on behind the scenes here at Wordfeeder.com. In both my personal life and my work, I’m experiencing major change, with some growing pains along the way. For those of you who buy into dream interpretation, my sleeping hours are taking me on a wild ride lately. Last week I dreamt that two of my back molar teeth fell out. I tried to screw them back into my gums but they weren’t having it.
I don’t know if every copywriter is like this, but I seem to have a talent for dual perspectives. Although I’m looking ahead toward expansion, team building, and a higher level of service, my mind is simultaneously in reflection mode. I find myself constantly assessing where I’ve been as I navigate a new and unbeaten path.
Here are some tips for those who want to be successful in the field of copywriting:
1. You MUST be Other-People Oriented.
People who “break into” copywriting begin by writing their own material. They stream their own consciousness on their blogs. This is enjoyable, and easy. They think, “Hey, I’m cut out for this copywriting thing. Soon I’ll be making millions.”
The truth is, it’s not hard to write from yourself. What IS hard, is stepping into another person’s mind and writing through them. Unless you enjoy playing roles, and unless you can work yourself up into a thick lather for other people’s products, passions, and positions, you are NOT going to enjoy this profession.
(Let me interject that I VERY MUCH enjoy and appreciate the vast and varied views of my copywriting clients. “Stepping into them” for a session of writing is an elixir, for me.)
2. Your client doesn’t care about “copy that sells.” So let it go.
I can’t stress this enough. When you create on behalf of others, it’s a battle of egos. You can choose to be oppositional, using the old “emotional copy converts” defense. But the truth is, your clients don’t care. They want to see themselves in the copy and they want to hear their own voice on the page.
The best thing you can do is recognize WHAT they need at THAT particular time, then give it to them. To cover yourself (because later they’re going to figure out that their copy does NOT convert sales like they thought), you can offer an alternate suggestion and deliver tips. Usually though, they just ignore you. Suck it up.
3. Innovate to be great - but NEVER during an extremely tight deadline.
I’ve been outsourcing more in this past month than I have in five years of doing business online. This has served to make me MORE empathetic to my copywriting clients, because now I don’t just imagine their position and perspective - I live it.
One thing that I’ve realized is that when deadlines are looming, it’s not the ideal time to engage a dialogue about a new solution or technology innovation. This goes back to my earlier assertion. Figure out what your client needs AT THAT MOMENT. Offer them relief and comfort AT THAT MOMENT. This requires you to: 1. assess their situation; 2. assess their emotional state; 3. assess the level of urgency; and then 4. deliver.
4. Aim for copywriting clients on your intellectual plane.
As a consultant, who are you marketing to? Small business owners? Corporate executives? We all know our industry, but it pays to ask the question - what demographic am I targeting? Once you figure that out, here comes the hard part. How to “write to” that segment of the market?
I believe that, for consultants, there’s a way to naturally attract customers in your ideal market. Stop worrying about mastering *their* language. Instead, write from your own intellect and share what you know. If you find that your writing attracts small business owners, it may be that you’re just getting back what you put out there. Maybe you’re not ready for the big ticket clientele. When you are ready, your language will evolve of its own accord. Bigger accounts will follow.
5. It pays to memorize your clients.
In point four, we discussed how to attract the ideal client. Now I’m going to cover writing FOR the client. (It’s vastly different.) If you want to write copy for a living, you really need to be able to shift your perspective with ease.
As you build your client base, you’ll find that each person varies greatly from the next - with different preferences for working, different methods of communicating. Most importantly, each client will have his or her own writing voice. Your job is to memorize, and imitate this workstyle, this voice - and embrace their philosophy for the moment - even if it’s not YOUR philosophy.
6. Learning to spot cagey or difficult people early on will save your sanity later.
I’ve learned that it’s better to have a “dry month” where you focus on marketing your own copywriting or other business, then it is to just rake in whatever chaff comes your way in the form of new clientele.
Some warning signs: the prospect can’t be bothered to type a complete email. The prospect opens with a rant about how he was wronged by some other copywriter. The prospect gives that “excitable bordering on unstable” vibe on the phone. The prospect is all too eager for you to cut him a deal.
Instead of cutting the deal, just cut him loose. It’s a much better idea to turn introspective at these times, and figure out what you can do better to start attracting the honest, high caliber client.
7. Your best clients are always willing to meet you halfway.
Inevitably, when there is time and money involved, you end up doing this clumsy little dance with your clients. Push me, pull you. Sometimes we go into a defensive mode, and rightfully so. Freelance professionals get burned.
What we must remember, however, is that we’re in a relationship with our long-term clients. It’s not the same as dealing with a stranger off the street. So, if you’re hitting a brick wall during negotiations, here’s how to bust it down. Go back to what I said in point 1 - be Other-People Oriented.
Figure out what’s causing your client frustration at this exact moment. What are they hoping you’ll say? Then, acknowledge that, and give in a bit. But make it clear, politely, that you have your own concerns. Chances are, as soon as they feel understood, they’ll meet you halfway.
Whether you’re a copywriting client, a copywriting professional, or someone in a neighboring field, I hope this advice helps you in your business endeavors.
Copyright 2008 Dina Giolitto, Wordfeeder.com Copywriting and Marketing. All rights reserved.
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February 21st, 2008 at 1:04 am
[…] Copywriting Lessons I’ve Learned While Squatting in the Trenches […]
February 22nd, 2008 at 11:34 am
Great tips Dina. I especially liked #2. All of the copywriting books I’ve read stress writing for the target audience by finding out what makes them tick and what they want to hear. However, I’ve found out that many clients really just want to hear their own words on the page whether it converts sales or not.
Maybe clients should learn to leave THEIR egos at home before hiring a copywriter.
February 22nd, 2008 at 2:56 pm
Mike, thanks for the kudos (and for featuring this post on your blog).
It’s true - the hardest thing for most people is to realize that marketing copy should be written without ego.
Every once in a blue moon though, you get that client who understands that the copy is about their customer and not them. When that happens, it’s a great feeling. Even better when the client has his or her own creative input to add value to the project.
Thanks again.
Dina
February 24th, 2008 at 9:12 pm
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February 25th, 2008 at 12:28 am
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