Keeping it Real in Copywriting
January 7, 2010
“Make a Six-Figure Income as a Copywriter- With NO training or experience!”
Yeah, yeah. Sound familiar?
If you’ve poked around on the Net even a little bit, you’ve surely run into this type of ad. They promise you the world on a platter for minimal effort, and it’s all a very closely-kept secret… that can be yours for only $49.99 (or insert your favorite price tag here).
The Experience
I subscribe to a newsletter written by a very popular, successful, and well- known copywriter. I am always looking for ways to stretch my writing wings, and I know my writing could be better, so I often look for tips or advise from those who do the job well. Boy was I surprised when the newsletter arrived.
It wasn’t at all what I would expect from a successful copywriter. It was laden with boring, pushy copy, sales pitches, and run-down lead ins. Week after week, my inbox held yet another newsletter proclaiming the wonders of the author’s latest and greatest copywriting product. Never, never did they include any useful information for copywriters (other than the statement that you MUST have this product to succeed as a copywriter).
I grumbled, I groused, I considered unsubscribing. I was optimistic that somewhere, buried in all that drivel, was one golden nugget of useful knowledge that I could use. Each week, I scanned the text and tossed each one in the trash, where it belonged.
Another newsletter arrived today. The headline was catchy, I was hopeful. I clicked through… to land on a long-winded, eye-grating sales pages. I was betrayed by my own optimism.
I wanted to leave a comment to the effect of, “Do you really think anyone reads, let alone buys, this crap? Why can’t you ever produce something of value? You’re giving copywriting a bad image and you should be ashamed to pay your bills with deception and trickery.” But, alas, I saved my foot from my mouth- there was not a comment section to be found.
The Lesson
I unsubscribed today.
I decided that my time and energy are better spent elsewhere. And while I am not snarky enough to mention this writer’s name, I will say that he most likely will never read this post, nor will he notice my unsubscribing. That wasn’t my goal.
Copywriting is not simply putting up words to push,trick, or persuade people into clicking through, buying a product, or supporting a cause. It is the intricate art of changing minds. It is establishing a connection with your reader, presenting your case in a positive light, and creating trust between you and the reader.
Writing copy is delicate, hard work. It takes time, practice, sweat, and serious mental effort. It is not a task for the faint of heart. Nor is it an easy path to a paycheck.
Reading copy should not make you feel like you’ve just interacted with a sleazy used-car salesman with a bad comb-over who talks at your boobs.
Great copywriting encourages you to expand your thinking, see things from another’s point of view, and want to sit down with the author over a cup of coffee. If you can pull that off, you might just make a living at this copywriting gig.
P.S.: For Sal and Sean, I’ve left out all lists for today’s post. You’re welcome. 
photo credit: 1Happysnapper
3 Steps to Improving Your Writing
November 21, 2008
Okay, because I’m twit-tarded (as Michael Martine calls it), and set two posts to publish for yesterday and none for today, this is your bonus post.
Ah, so what to talk about today? Good question.
I got an interesting email from a new writer this week. He asked what he could do to make his writing better. I think this is a question that haunts all even seasoned veterans (unless you are super-confident, cocky, and think your wordsmithing is brilliant, of unparalleled quality, and unappreciated by the masses.) I block out hours every week to dedicated to improving my writing, For me, it could always be better.
The answer I sent was a combination of preveious advice, my personal reading, and experience.
3 Steps to Improving Your Writing
Rewrite Great Authors
One of my favorite ways to improve my writing comes from James and Harry (I know, big surprise.) I think it was James who recommended choosing a writer you emulate, and rewriting their work. This makes you examine things like timing, word groups, adjective placement, and rythm. You take something great and change the tone, or transform it into a differnt creature of equal value. By picking apart an article or paragraph, you learn how the thing was constructed. Then you have a blueprint for constructing a similar peice in your own words.
This concept applies to nearly any trade; painting, Web design, car repair, teaching, music.
Read Like a Writer
Another way to improve your writing is to read like a writer. Don’t just read the words on the page, ask “Why is that sentence there? Is it a transition? Is it foreshadowing? What purpose does it serve in the journey the writer is creating?” Examine every line, every word, until you understand why it was written. Read for enjoyment, but also notice how your favorite author inserts a period of calm right before the big dramatic scene where the heroine is left dangling over a pit of snapping alligators.
Push Your Limits
Be well-rounded, even when it hurts. I hate sappy romance novels. I snorted at women who stood in the romance section and selected armfuls of books with bare chested men and dewy eyed women on the covers. “Get a life. Romance is self delusional, ” I thought. But then I was asked to write a romantic short story. So I ordered and read a box full of LoveSwept Novels by Iris Johansen.
And you know what? I didn’t puke and I only rolled my eyes on occasion. I actually enjoyed most of them because Iris writes good suspense and her stories were well structured. The characters were likable and the plot wasn’t too far-fetched (most of the time).
My venture into writing and reading outside my comfort zone lead to a book idea. I think it’s brilliant. I have the outline completed, and plan to start the hard-core writing in 4 weeks. It will be my first submission to print media, which is also outside my comfort zone. 
The Bottom Line
The secret to improving your writing is to put words on paper (or the screen, if you prefer). There are no short cuts, no compter program can do it for you. You simply must write. Write everyday and write in ways that are outside your comfort zone. Push a little every week and you will see growth over time. If you stay in your comfortable rut your writing will only grow stagnant and dull.
Picking the Brain of Naomi Dunford
October 9, 2008
For our interview of top bloggers this week, we have Naomi Dunford visiting Blue Duck Copy. Naomi’s bold, smart, and daring writing style draws in a large crowd of loyal readers to Itty Biz, her blog designed for small businesses seeking marketing tips and services.
She weaves sarcasm, humor, solid advice, poignant personal experiences, and marketing genius into one big ball of blogging greatness. Naomi’s blog immediately caught my attention the very first time I visited, and I’ve been returning to her classroom daily since then. Her humor and honesty is refreshing. If you haven’t visited Itty Biz, stop in and prepare to laugh your way though some solid marketing teaching and street-smart advice.
Enough of my jabber, on to Naomi’s interview.
What writing habits do you practice daily?
Well, I blog between three and five days a week, and I’ve always got a couple of books on the go. At this point, most of my writing is what I’m professionally obligated to do. Not much time for Morning Pages anymore, although they were nice while the lasted.
What is your process for improving your writing?
If I feel like I’m starting to lose my voice, I read Dooce. Preferably the really old posts. Also Amalah and The Bloggess. If I feel like something sucks, I cut 35%. I read stuff out loud to make sure I’m not repeating words. (“Bunch”, “stuff”, “bazillion” and “shit” in every conceivable part of speech are big culprits.) I refuse to write when I’m tired because I’ve finally learned that whatever I come up with when I’m sleepy sucks and I have to redo it the next day anyway.
What books or blog posts have influenced the mechanics and heart of your writing the most?
Heart, yes. Mechanics, no. I have absolutely zero time for mechanics. If I die under the wheels of a bus tomorrow, I don’t want to have spent today worrying about my grammar.
There are the usual suspects – Writing Down the Bones, The Artist’s Way, Bird by Bird — but those are obvious. I really liked Making a Literary Life: Advice for Writers and Other Dreamers by Carolyn See. (No! A book about writing novels by a person who’s actually written novels? Say it ain’t so!)
Also, if you want to write fiction of any genre, there are two fantastic and totally underutilized resources that come to mind. JA Konrath’s website, and the community and lessons at eHarlequin.com. (Romance editors are vicious when it comes to things like characterization, so if you can learn to please them, you can pretty much please anyone.)
“If I die under the wheels of a bus tomorrow, I don’t want to have spent today worrying about my grammar.” That ’bout says it all.
Thanks Naomi for letting us pick your brain. You’ve given me enough information and resources to occupy my brain for the next month.
Up to bat next week is Leo Babauta, of Zen Habits. Mr. Babauta will provide us with his insight on how he improves his writing. You won’t want to miss it.
(Just a note, while the books listed in Naomi’s interview are linked to Amazon for your convenience, these are not affiliate links. Feel free to click away.)
