Copywriting is often seen as a one-way street with words. Does this mean that copywriting is an easy and straight forward process? – Never.
Copywriters need more skill than any one course can offer, and the experience to have practiced that skill over and over, until they are competent. Like anything in life, the more you do it and the more you learn, the better you get.
Writer Nathaniel Hawthorne said, “Easy reading is damn hard writing.”
And he is right. Whenever you read some copy a skilled and experienced copywriter has written, it will read like he/she wrote that piece in ten minutes. The copywriting will flow, it will be carefully structured, with perfect grammar and spelling, it will have a voice, and a style, and be able to make you want something enough to act.
They absolutely do. You only have to listen to a speech written by a speech writer for a leader like former President Barack Obama.
In his inaugural speech he said, “Time and again these men and women struggled and sacrificed and worked till their hands were raw so that we might live a better life.” (Obama 2009)
In this one short copy-written sentence, American President Obama has made his audience think of the past, of a shared history. He makes his audience imagine the hard work, struggles and sacrifices ordinary people, like his audience, went through so that the audience could have all that they have.
This remarkable sentence works to unite a country by using a shared history and a shared debt to their ancestors. Together America, he says, must be thankful and appreciative, and continue to work hard for the betterment of future generations.
If a sentence can have this power and impact, imagine what a 400-word piece of copywriting could do for your business. It just might be remarkable.
For the reader it is, but for the writer it draws on many streets all merging into a city centre where all the crowds are gathered, waiting to hear what you have to say. So, say it well, and make an impact with great writing.