Quick - Fast - Easy = Ineffective Copy
Moments ago I received an email from a current coaching client. In the program I give participants a long copy exercise to do. This participant was saying that when he started the exercise he thought he would need a template to write from.
He mentioned how he had become conditioned “to put out copy” and to do so quickly.
He was very complimentary about how my approach was accelerating his confidence and his copywriting career. He was ecstatic, feeling that he was writing the copy, that it wasn’t this empty, mechanical process. He could see how using a template was so lacking in quality.
It’s true. The copywriting business is swarming with messages of how to get your copy done - quick - fast - easy.
Don’t get me wrong. I’m all for faster but first things first.
We must know how to get into the flow and write quality copy on our own. This may mean slowing down first. Taking the time to struggle through it, getting it right, just a few times… on our own.
Once we can “get it done” then we should look for ways to speed up.
To many copywriters are swiping and templating without understanding the architecture of copy, without knowing how to build the foundation, not knowing how to write substance into their sales letters.
This leaves the copy barren and ineffective..void of any personality.
My suggestion…
Slow down. It’s the quickest way to writing Responsive Copy!
Comment by Foby Ramlagan
March 30, 2006 @ 5:27 pm
Shaune this sounds like our Sunday conversation. I just brought a friend here to show it to him. If you think I was excited when I was talking to you you should have heard me telling a friend about your program. He wants you to call him.
Please know that although I respect your willingness to keep our conversation anonymous, you can feel free to use my name anytime.
You have forever changed my copywriting career.
Foby!