If you’re an advertising writer aka copywriter, you wheel and deal with words. Every word you write is worth something: money in the bank, bills paid on time, food in your fridge. Needless to say, when your words are your currency, you have to be able to produce.
And when deadline approaches; you hear your client servicing breathing right behind your shoulder, whispering the Beyoncé song in your ears: “Underneath the pretty face is something complicated. I come with a side of trouble." And inside you, you start singing in Abida Parveen’s voice: “Tere baas mein kuchvi nei aai; dil noo ei samjhavaan; tu jhoom, jhoom, jhoom” which translates- “My destiny is beyond my control, I always let my heart know; transcended above my-me; beyond that the eyes can see.”
Unfortunately, it’s not always that simple. There are all kinds of scenarios that threaten your writing. And then, there’s writer’s block. This anxiety-inducing state is not only dreaded, but unavoidable.
Before explaining the myth-busters, there come the questions: What the heck is copywriting? It's writing to sell. Is that it? .... Pretty much? Yes! (though in today's world it's more than just selling but let’s not discuss it today). So, is that writing and selling? Right?
Well, NO. in advertising, Copywriting is a PROCESS. And is much more than what you think! If you are having a block; ask yourself; why are you having a block at the first place? Because you didn’t follow the following rules; or missed them totally-
● Researching : Solid research is a vital aspect of copywriting, and all marketing in general. Your knowledge of the product, service, and target audience is ALWAYS crucial when crafting good copy. Great copy is always backed by extensive research. Always.
● Planning : Planning & organizing is simply - writing the essential points concisely. These are just notes for reference, but your copy is will start to take shape. The bestselling ideas come from this research, note taking, and structuring.
● Writing : Once you’ve collected and organized your information, it’s time to start writing your copy. Here, look at your notes and write everything, don't worry about order or anything yet... Just write-write-write.
● Editing : Now, editing might be the hardest but the most interesting part of copywriting. It’s essential to get the clean, crisp results you’re looking for. Now you start cutting all the crap. Each and every word needs to have its weight or it should be excluded. Read your copy aloud & edit it again. Then again.
● Psychology : You're pretty much done... Now, you re-edit your copy and make sure you're using psychology to persuade, express, communicate, hook your reader using psychological tactics.
● Selling : You're writing copy, either you're selling or you're making them take some sort of action. Make sure you keep the rudimentary principles in mind and not talk about yourself and your product to sell.
● Optimizing : Last but not the least, you're job isn't done once your copy is approved. Have the client test the copy, track results, conduct split testing and then optimize accordingly. Sometimes, a single word makes the most unimaginable difference. But you won't know if you don't optimize & test.
Good copywriting is the thing that is not done when you create the first draft of the copy. You have to edit, edit, edit, check data, and edit again. Only then you will have the best copy that exists.
Imagine an accountant saying one day; I’m having trouble calculating the numbers. Well, technically he cannot, that’s his job. Nothing different than you being a copywriter and your job is to write. So, whenever you feel to having a block just go through these rules and get away with the block with ease.
The writer is a creative controller at Grey Bangladesh.
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