Are you searching for the right approach for your next piece of copy?

Most of us start by reviewing the previous marketing material. Then we study what the competition is doing. It’s always important to know what’s working in your industry right now.

But don’t stop there.

Take the time to study what’s going on OUTSIDE your industry. Some of the most successful marketing campaigns were developed by doing just that.

Here’s an example…

Powerful speeches, like great copy, aren’t simply written – they aren’t merely a collection of well-written words. Those words and their accompanying emotion come from “Subconscious Material.”

What do I mean by that?

The simple act of writing words is missing dimension – emotional content. The writer isn’t deeply into the subject at hand.  Sure, you’re “into it” but there’s something deeper.

The greatest example of this is how copywriters talk about how their best copy comes when they are the target audience for the product they are writing for.

Did you see The Apprentice on Sunday?  What struck me is how Donald Trump uttered the famous “You’re fired!” to the more personable, but somewhat lazy, Martin, while allowing the annoying-but-driven Frank to remain.

It served to reinforce that getting scrappy has its rewards. Martin was a complainer. “I’m tired” and “I have to pee”.   Geez, even my teenage daughters know that if they want to achieve something they have to hike ‘em up and work for it. …and they’re not even trying to prove their worth on national television!