freelance copywriter, ghost writer, web content writer, white papers
The other day a client read a short piece of copy I had written for her and called me a "Magician" (I am blushing). It is always great when a client praises your work, and I was pleased that what I did for her will help her promote a very needed product.
But, if the truth were told, what I did for her wasn't really magic at all.
Here's the process I went through when I wrote for her, and what I do with every other project I work on as well:
First, I sat down and wrote out a list of "I wants." I put myself in the minds of her prospective customers and just wrote what I perceived they would want from this product. Each line began with the words, "I want ____." By the time I started repeating myself, I had over 40 "I wants" on my list.
You've heard the story about the salesman who sold more drill bits than anyone else? When asked how he became so successful, he said he didn't talk about drill bits at all. He talked about the kind of holes his customers wanted.
In other words, his customers weren't interested in buying a new drill bit, they wanted holes. So instead of selling drill bits, he sold holes.
My "I want" list is how I sell holes. It is an exercise that forces me to look at a product or service through the eyes of the buyer. It also helps me tap into the emotional reasons they want these things. (Sometimes I also write a "why" list beside the first list so I can understand why they want what they want).
My method may seem touchy-feely to you (hey, it seems a little touchy-feely to me too, but it works). That's your choice. But if you are going to write really good copy, you asbolutely must find a way to get inside the heads of customers or clients.
If you can't do that, you will never write "magic" copy.
COPYRIGHT © 2006, Charles Brown