3 critical things I wish I knew before I became a copywriter

{Pre-P.S. check the comments for a link to listen to this article on my podcast}

If you've ever found yourself staring at a blank page, struggling to know what to say and how to say it, this is for you...

... and believe me... I've been there, too!

It's kind of embarrassing to admit, but there are a few things I wish I had known before I became a copywriter.

Because had I known these essential tips, I wouldn’t have wasted so much time in the writing process.

Before I became a self-employed copywriter 6 years ago, I worked for several decades in the nonprofit sector.

If you’ve ever worked in charity, you’ll know how much writing there is: we write donation letters, website copy, promotional materials, grant applications, funder reports, thank you letters.

And while I’ve always been a great writer, it would take me ages to get started.

I’d be so intimidated by the blank page I couldn’t write anything.

I’d waste time writing a couple words, then delete it, then start again. Then delete that. Then go talk to my work pals. Then sit down to write. Then check my email. Then sit down to write again.

You probably know the drill.

Or, the opposite would happen where the floodgates are released and ALL THE WORDS would flow out. I’d write pages and pages - but it was unclear, disorganized and confused. I’d spend hours editing, tweaking and refining.

Sound familiar?

So when I became a copywriter and took advanced training on copywriting, read books about it, and started doing this thing full time...

I was gobsmacked (and frankly a little embarrassed) to learn 3 critical things I’d been missing all along from my 18 years as a writer and communicator. ??

These are the 3 critical things I wish I knew before I became a copywriter

Thing #1: Copywriters never start from scratch

Pro copywriters don’t start writing copy from a blank page.

We typically start with a copywriting framework or a writing prompt.

These are like simple recipes that provide the idea and structure for whatever you’re writing.

Take this piece of content for example.

I couldn’t think of what to write this week. So I scrolled through my writing prompt recipe cards and pulled one: {Writing Prompt}: “# of things I wish I knew before I became a…”

I’m not staring at a blank page waiting for inspiration.

I have an idea and structure for crafting this episode.

I have a recipe, and now I’m writing.

Thing #2: Great copy isn’t written, it’s assembled

When you have your recipe, you don’t just make up words to go on a page.

Before we write anything, copywriters spend a significant amount of time - several days typically - researching your customer. We send surveys, we host interviews, and we read comments, reviews and testimonials.

From there we find the most-common phrases and words to plug into our formulas and recipes.

We don't “create” copy as much as we "assemble" it within the structure of the framework or recipe.

One of the most common mistakes I flag when I’m reviewing copy for the Joy of Copy Club members, or on live coaching calls, is when the words don’t sound like a real person said it.

Too often in our business writing and marketing, we use jargon and insider words that our customers would NEVER SAY IN A MILLION YEARS.

For example, I’m hosting a copywriting masterclass on Friday called “What to say and how to say it.” I named it that because my clients and followers say things like: “I get freaked out when I stare at a blank page.” “I don’t know how to get started” and “I just don’t know what to say or how to say it.”

Based on how fast and furious registrations are coming in for this masterclass, I think I’ve nailed the name of it, and the messaging to sell it. I'm using words my audience uses, rather than clever marketing jargon or phrases.

All of which is to say, researching the actual words your ideal buyer uses is the secret to assembling (not inventing) great sales copy.

Thing #3: Less is more in copywriting.

Business owners often write emails or posts and stuff them with way too much information. And this used to be me… I’d write literal pages of a persuasive argument. It was way too much.

While there are exceptions to the rule, in general, you want to limit each email or social post to 1 big idea or theme. Which means cutting out extra words and ideas that don’t matter to the email or to the action you’re trying to persuade your reader to take.

The trick when you’re writing your own copy is to keep the Rule of 1 in mind, and narrow your focus from the start to write about 1 theme or big idea, to 1 reader, and with 1 call to action.

When I review copy inside the Joy of Copy Club, we often delete extra words, sentences, or full paragraphs to craft a clear and compelling message!

But know this...

Writing clearer, more succinct copy takes some effort.

Mark Twain is quoted as saying “I didn’t have time to write a short letter, so I wrote a long one instead.”

Writing clear compelling copy takes a bit of time. But if you write too much, you risk confusing your buyer - and a confused mind never buys.

That's a really quick overview of the 3 things I wish I knew before I became a copywriter.

However, I want to dive a little deeper to show you how to choose the best recipes and research your customer's words to craft a compelling sales message.

That’s why you're invited to attend the free online masterclass on Friday Oct 18 called “What to say and how to say it.”

When you come to this masterclass, you’ll get 3 of my favourite copy recipes and my best strategies for researching your customer’s words.

Plus there’ll be time for live copy coaching, so you can share a draft email or post, and I will make sure you’re sharing a focused, compelling and persuasive message to get your readers to take the action you want them to take.

Tickets are free, but you must register in advance.

Go to kimkiel.com/masterclass to claim your free seat and receive the replay.

The strategies and tips you'll get will help you spend less time agonizing about what to write, and show you how to write copy that drives more sign-ups and sales.

See you Friday at 9am!