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Confessions of a copywriter - Part 1 25 October 2010

What could a copywriter possibly have to confess?

Ok, Ok, I know how it sounds, but Confessions of a Copywriter really isn’t about anything dodgy. It is brought to you purely from the perspective of a professional copywriter focused on writing content. You may be surprising to find out that copywriting can have confessions of any kind connected with it, but writing copy is not simply about putting words down on paper. It involves people skills as well. Which is where my copywriting confessions come in.

Mixing tough with warm and fuzzy
These confessions are based on the reality that copywriting is a combination of ‘hard skills’ and (misleadingly named) ‘soft skills’. It’s the winning cocktail of the warm and fuzzies alongside concentrated writing focus which makes copywriting a successful mix. The mix that allows you to talk better to your existing customers – and all the ones you haven’t met yet.

Keeping the human angle
When a copywriter takes a bland, uninterested approach with your copy, your message is bound to feel bland and unengaging. When they take a ‘human’ angle on the whole copywriting process, it can only create more exciting, unique copy. Which is what it’s all about.

Copywriting confession 1: I take words right from the source

This brings me on to my first copywriting confession of the day. (As I said before, if you were hoping to read something a little steamy, now is the time to move along!). You might be wondering how taking words straight from the client can possibly be a legitimate part of the copywriting process. But you’d be surprised how valuable this is in creating content that truly reflects what a company is after.

Conversation can be very revealing
It’s all about those soft skills I mentioned earlier. This one being listening, of course. A copywriter is not an agony aunt. But it is vital for me to listen closely to the words a client uses about their business. Copywriting starts with the conversation about the content and the little clues the client gives away. When they talk about their goals for their content, a person can provide some real treasure without even realising.

The client has the treasure
In passing, the client might mention something that gets the copywriter radar going. It could be a fleeting comment about a particular service or even the re-telling of a customer testimonial. This can be copywriting gold! The writer’s job is to take this raw material and work it back into the content.

Copywriting confession 2: I stop listening

I know this confession seems to go directly against the one above. But who said the confessions of copywriter would be logical? The truth though, is not that I don’t listen. It’s more that I listen to the client in a different way.

There are lots of ways to listen
Sounds strange? There’s more to this copywriting business than meets the eye – or the ear. Just as it’s important to adapt your writing style for each kind of audience and marketing goal, it’s essential to listen in different ways.

How to hear the unsaid
Still wondering how this copywriting confession can possibly create better content? It’s simple really. As a copywriter, my conversations with clients work on a number of levels. When we’re talking about what they want from their copy, I’m listening to the conversation we’re having. But I’m also listening out for what the person is not saying. I’m hearing between the lines, if you like.

Find the client’s secret desires
My clients will helpfully outline their goals and aims for their brochure copy or web copy. This is great, but from a copywriting perspective, I want more. I’m waiting for the good stuff hidden between the words. Like gaining a sense of how they’d like their potential customers to see them. Or hearing their unspoken, but powerful desire to be understood as innovators in their marketplace.

Clues, signs and secrets
Of course, as a copywriter I always ask questions. This is an essential part of the whole project. But alongside that, there’s the work of listening for the clues that a client gives away. So no agony aunt accolades here. Just the ability and intention to pick up on more subtle signs.

Why a little listening goes a long, long way

So now you know. These Confessions of a Copywriter are actually completely wholesome! Copywriting isn’t simply a case of putting good ideas to paper. It’s about the conversation that goes on first. It’s the secret mission to find the clues to what makes a company extra special. And hearing what the client wants – even when they haven’t directly stated it.

More copywriting confessions to follow soon…