Welcome Informed Criticism of Your Work
When you come to 'know' something, there is a temptation to stop thinking about it. You put it in a box as 'known' and are happy to argue with anyone who disagrees.
This is both a good and a bad thing.
It is good to hold firm to your beliefs, to be true to yourself, to stand your ground over knowledge or a belief that is fundamental to your character and values.
That said, holding stubbornly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on the eve of the king's execution, "I beseech you, in the bowels of Christ, consider is possible that you may be wrong." Or words to that effect. Charles I was clearly in no mood to change his mind, and the outcome was not pleasant for him.
Holding true to what you 'know' in terms of copywriting is clearly small potatoes when compared to the decision Charles I faced.
However, we are still faced with the same questions. Should we always hold fast to what we know about our craft? Or should we allow for the possibility that there are better ways to write, different approaches to take, alternative words to consider?
No and yes. No, we shouldn't back down every time a client or colleague questions our work. Yes, we should consider the possibility that what we knew from last year may not be the best choice this year.
So at least, when you have written some copy, seek out a contrarian view. Find someone who's opinion you respect. Ask them to read your copy carefully and criticize it in any way they want. And then consider their views carefully.
Discard criticism that you truly feel is not on target. But also, leave yourself open to the opportunity to grow as a writer, expand your knowledge and skills, and find new, better ways to extend your craft.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
Copywriting Makeover: Making An Emotional Connection - Part 2 of 2
In part one of this article series we began looking at the Cruise Vacation Center site: a travel site whose copy was sorely lacking in emotional appeal and visual imagry. (You can see the previous version of the copy here:
Subtle Emotion - The Key To Copy That Works
Say the word "emotion" to a man, and he'll immediately jump out of his seat and run from the room! Utter the word "emotion" to a woman, and she begins to conjure up thoughts of romantic, long talks centered around feelings. However, speak the word "emotion" to a copywriter and s/he should see dollar signs.
Copywriter Trick Unveiled: How to Write Better Copy Faster
"Talent alone cannot make a writer. There must be a man behind the book.
Bullshit Avoid the use of the word Bullshit
It is important in this new paradigm of political correctness to tone down the language a bit. In this present period if you use such words like Bullshit, even when you are describing something that definitely is complete and total BS; it makes you look just as bad as what ever you are describing.
Finding Your Clients Business Problem Leads to Better Copy
WHAT'S THEIR PROBLEM?How do you begin a dialogue with a prospect, be it in person, on your website or in print?You talk about your client's business problem.What IS your client's business problem?Answering this question is the hardest part of marketing.
Killer Ad Copy
Not everyone is a writer. Good copy writing is a science and can be learned over time.
Super Verbs Really Move Your Copy
Run or hustle? Eat or devour? Move or scurry? You can boost the power of your copy by boosting the quality of verbs you use. Verbs show action, and the way you describe that action can have a dramatic bearing on your readers.
Long Copy versus Short Copy
When I show some people my advertisements, I sometimes get the feedback: "I'd never read that. There's too much writing.
Ghostwriting: Your Questions Answered
Many people feel they have a story to tell or an experience to share. But time is precious and not everyone can make the words sing on the page.
Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business
In order to get ahead in your copy writing business, you need to know copywriting basics. There are several things that all business owners need to know, and here, we will touch on just a few.
Segmenting Your Target Audience Through Your Copywriting
Ask any copywriter what the first commandment of copywriting is and they'll quickly tell you "Know Thy Target Audience." In order to write effectively you have to know this one group of people and know them well.
Copywriting: Engage Prospects By Involving Their Senses
Imagine a bland, colorless existence. Where food had no taste, silence surrounded you and everything smelled the same.
A Writers Secrets
Every person has secrets that only he or she knows, secrets that are not shared with anyone, not even the most intimate friends, partners, even soul mates. These secrets may be righteous or sinister, yet for reasons, often unknown, they are never revealed to any other person.
Cleaning Up Your Copy
When you are beginning to write, you gather as much data as you can. You continually add allied thoughts.
Why Is FREE The Most Powerful Marketing Word You Can Use?
As the famous cowboy Will Rogers once said, "Even if you're on the right track, you'll get run over if you just sit there".So what does that have to do with "FREE"? Quite a lot really.
Copywriting: Drafting Rules for Professionals
As a professional contractor who wears many hats, you owe it to yourself and your clients to be as organized as possible. In a previous article, I discussed the importance of delivering an organized draft that your co-creators can easily work from.
Why Copywriting Is The Secret To Your Online Success
Over the last decade, the number of companies selling their products and services on the Web or sharing information online with their target market has exploded.It's no longer frowned upon to conduct your business on the Web, and huge numbers of people are making a healthy living doing just that.
Is Freelance Hiring Right For You?
Assume you were faced with the task of hiring a new group of talented individuals to handle a huge account you just landed. Are you up for the task? Or perhaps you have a small job that needs completing but no one on staff can handle the project.
Is Your Content Provider Selling You Ripped Content?
Ripped content: well the term itself is self explanatory. Content that has been copied from some other site, without any official authority to do so.
Do You Make These 5 Mistakes When Writing Sales Copy?
Writing copy has sometimes been compared to an "art." While it does take creative skill to write great copy that generates results, there are some mistakes that you should avoid to make sure that your copy is read and acted upon.
|home | site map|