How a Great Copywriter Uses Their Heart And Their Head

A copywriter who writes compelling persuasive copy, copywriting you can trust HAS to write from the heart. They have to feel it, to believe what they are writing. To understand, to empathize, to really live in the readers’ world. You can’t fake truly feeling it. Knowing what it’s really like. Being there. Or can you?

Well… yes…and no.

There is a commonly held belief that copywriting is an artistic pursuit. It’s not. It’s a commercial enterprise and any copywriter who wants to make a success of their career, who wants the respect of their clients and as importantly their repeat business knows this and will do all within their writing power to boost client profits. That’s their role. Copywriting clients don’t hand over hard cash for the fun of it. They want to see results. They want to see copywriting that informs, guides, persuades and modifies reader behavior in ways that benefits them. That’s the whole essence of communication, verbal, visual and written – mutual benefit. If in the process a copywriter can be artistic and add a little color to the world than that’s great, a bonus, a happy accident, an unintentional consequence – it’ not the purpose though.

We are talking about professional copywriters writing powerful, persuasive copy. We are talking about meticulous research, a rich and varied life experience to draw upon, we’re talking about an ability to get under the skin of a copywriting brief, to clearly focus on the reader as an individual. To identify their desires, their problems and pain and to offer a path forward. To guide the reader to a better place, a resolution.

Bottom line – It’s only professional copywriting that can help you do this – to combine head and heart.

It’s only a professional copywriter who knows this and can help you.

Do you want flowery word play or do you want more website visitors? Mills and Boon or more people on your mail list? Poetry or more customer calls? You don’t want to waste any more time or money on cheap ineffective copywriting. You want your words to make more money.

Would your business benefit from powerful, persuasive copywriting? Then it’s simple. For laser guided profit focused content use a pro copywriter – A copywriter who uses their head to get inside your customer heads and their hearts

UK copywriter Martin J Williams is based in Manchester where he runs his own company UK copywriting working with industry leading clients across SEO, internet marketing, technology, music, digital music and sport. “Martin is a highly experienced writer and digital media expert. His copy is vivid, engaging and very professional, delivering on time, on brief and on budget. Paul Brindley, MD – Music Ally

2007-09-04 Apologies — a Monday Night at AACA
Last night’s AACA meeting was pretty cool for me. Rod talked about the tendency of Adult Children of Abuse to defend their right to be right at all costs.

I’ve found that I’ve been mellowing a lot in this respect since I started going to AACA meetings. My own tendency in the past has been to take extremely principled stands about stuff. Even to my detriment.

One of the ways this used to manifest was in perfectionism in my old career as an advertising copywriter. I would often get into fights with client service people because ‘I was right and they were wrong’. Nowadays, I recognise that sometimes clients are idiots with or without my help, and nothing I can do will change them from their idiocy. And this means I’m much less rigid about things. And I’ll do the non-perfectionistic thing now.

This is a very tough thing for me to do. Cos I’m into excellence. And to let go control for the sake of a crap client goes against everything I’m used to in myself.

But hey… as the saying goes: ‘Perfect is the enemy of the good.’

This painting was made in two stages… (1) I doodled it into my Moleskine at AACA last night. (2) I scanned it this morning, and coloured it in ArtRage 2.5 on my Toshiba Tecra M4 tablet pc. And I resisted perfectionism.
By royblumenthal on 2007-09-04 08:44:01


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