I’m a Believer!

An article in John Forde’s e-newsletter The Copywriter’s Roundtable proclaims:

"It's next to impossible to write convincingly about something you either don't care about, don't believe in, or wouldn't do yourself."

But is that really true? And if it is, what can you do about?

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For me the solution is “temporary belief.”

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This means you convince yourself that the proposition is true … and the product is wonderful … during the time you are writing the copy.

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Getting into this believer’s mindset is the surest way for you to write copy that motivates him to action.

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For instance, I know a copywriter, JH, who specializes in writing political fundraising—and takes on both left-leaning Democrats and also right-wing Republicans as clients.

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JH explains that, while he is writing copy, he serves as an advocate for his client – just as an attorney is obligated to give his clients the best defense possible.

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Now, with some imagination and thought, you can usually see the good in most products and things, and use those to write with enthusiasm about them.

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As Joseph Kelly, Eisenhower’s speechwriter once said, there is a kernel of interest in everything made by man or God.

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You have to find it, rally behind it, and write about it positively and with energy.

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(Tip: If possible, buy or borrow and use the product you are writing about. This too can make your copy more specific and credible. And make you like it more.)

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Take pickleball as an example.

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I don’t play. So I’m not naturally excited about it.

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But I am empathetic enough to understand and appreciate why people enjoy it – well enough to generate the temporary enthusiasm to write a good pickleball ad.

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So yes, by shifting your mindset to a state of temporary enthusiasm, you can write strong copy about things that are normally not in your wheelhouse.

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Now, that being said, the temporary belief method is much more difficult when you are tasked with writing copy about something you just don’t like.

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A product or proposition you find downright unpleasant, objectionable, unethical, or dangerous.

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Products and activities you find so distasteful and unappealing that you simply can’t muster temporary enthusiasm for them, no matter how hard you try.

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In that case, you and the client will both be happier and better off by you turning down the assignment.

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For instance, I was asked to do copy to sell a series of hunting books.

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I turned it down. Even though it was an interesting assignment and a handsome fee.

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Now, I’m not saying hunting is wrong.

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But I love animals.

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And so the idea of shooting one of the deer that roam my woods is anathema to me.

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It just seems cruel and unfair, unless the deer has a gun and can shoot you back.

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I knew my lack of enthusiasm would show through in my copy.

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And when you don’t write copy with enthusiasm, you’re toast.

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About the author:

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Robert W. Bly is a freelance copywriter with over 4 decades of experience in direct response and business-to-business marketing. He has written copy for dozens of clients including IBM, Forbes, and AARP.

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Bob is the author of 100+ books including?The Copywriter’s Handbook?(St. Martin’s Griffin). He can be reached at email [email protected] or?phone 973-263-0562.

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