Copywriting: Talent or Learned

Copywriting isn't about writing.

It's about sales.

Put a door-to-door salesman with NO writing experience head-to-head in a copywriting battle with a published author who has read a couple of copywriting books and my money is ALWAYS on the salesman.

Maybe you can. Have you written a salesletter and tested it in the market?

The beauty of good copywriting is it LOOKS so damn simple, so obvious. And it is... but put most people in front of a blank piece of paper and see what happens

Like the messy hair look -- it takes a LOT of work to make it look that natural.

I know that some people get the 'Ray Edwards' confused, but if
that statement referred to me then I'm not ESL. (Not that there
is anything wrong with it.)

As I mentioned just recently in another post, the beauty of copywriting
is that when you deliver the sales letter to the client, they SHOULD
think, "I could've written this!"

Ideally, copy should flow so smoothly that the readers don't even
notice your sales letter elements and techniques--that's persuasion!

Read Gary Halbert 'Coat of Arms' letter. Read the famous WSJ letter.
They are so simple that any decent writer would feel capable of
writing them.

Yet, although I've written many effective sales letter, the legendary
blank page still scare me to death! Copywriting is deceptively
tough work, because like an artist, if you notice the brush strokes
and contrast and shadows, then he didn't do his job well.

In other words, I don't want people reading my copy and saying,
"What a great headline!", "I love how he writes!" "Isn't this piece
persuasive?"

No, I just want them to buy.

-Ray Edwards

No two copywriters are the same and no two letters take the
same process, but this is how I write sales copy:

1. I get as much information from the clients as possible. This
includes the filled questionnaire and phone/instant chat etc.

2. I do my own research to fill in my knowledge gap on the subject.
So If I'm writing about a new joint pain relief concoction, then I
read up on the ingredients, how it is made--the whole shebang.

3. I also study the competition so I know the background against
which to position my client's product.

4. I study the target market by visiting their forums, reading
testimonials for the product, and study surveys if available.

5. I look at swipe files for inspiration and ideas on what has worked
for this market in the past.

6. After the research stage I leave off this project and go do
something else while all the information is percolating in my
subconscious. As flashes of inspiration come to me I write
these down. (I'm brainstorming for the perfect 'hook/angle'.)

7. When I return to the copy I either write an outline (hardly
ever do this because it comes natural to me now) or just
have the outline in my head.

8. Next I start 'free writing'. Just write the letter as if talking to
a friend. (I try not to edit myself too much at this stage.) I also
know I'm likely to dump this part of the letter since my brain
isn't quite warmed up as yet.

9. From the rough outline in my head I write the copy doing as
much as I can in one sitting. If I find myself losing inspiration
then I leave it off and return when I'm mentally refreshed.

10. After I've completed the first draft I now reread for flow,
(especially checking paragraph transitions and the logical
connection between paragraphs) persuasive elements,
(features /benefits, applying the "So what? test etc.)

11. Then I allow the letter to rest for a few days and come
back with fresh eyes. Now I can edit myself--look for all
the mechanics--grammar, spelling, sentence length,
punctuation for pacing, rhythm, cadence etc.

12. My final step is the headline that I have been working on for
the entire period, again in the subconscious--nothing 'spooky'
or metaphysical. Just that I'm brainstorming the headline while
I do everything else.

I also review the layout in the final HTML to make sure that
the graphics and other physical elements do not interfere
with my masterpiece.

Then it's time to put that baby to work. Test, adjustments
and they should all live happily ever after--well, at least they
do in the fairy tales.

-Ray Edwards

Thanks Megaresp, That is one of the things I notice here in WarriorForum. Most people refer to copywriting only in the form of sales pages.

Copywriting can serve many different functions/purposes such as brand awareness, public relations and credibility, sales, disinformation/misinformation, relationship building (for whatever purpose), etc...

Among these different purposes are different groups such as B2B, B2C, Non-Profit, Government, etc...

In all cases, it is my humble opinion that good copy is the combination of strong concise writing coupled with a good knowledge of psychology.

Pyschology is important regardless of the purpose. At all times in order for copy to be effective, the writing must match the audience with the media to market message.

Writing at a "seventh grade level" may work for many markets...especially in traditional mass markets(diet, credit, bizopp) where you are targeting a more colloquial audience.

However, if you are targeting university proffessors, software engineers, or other jargon driven demographics, writing in a "conversational" style will mean different things.

Interesting post, thanks.

Oh no, the comment definitely wasn't directed towards you. The copy you provided was terrific (and at a great price) and you were (and still are) very helpful. I've had some previous experiences with other copywriters that come to mind when I write this post.

Talent or learned? Copywriting involves BOTH skills!

You have to be able to write in the voice of your target prospects... doctors, patients, teen-agers, retirees. This takes talent.

You have to write using words that compel your readers to keep reading. This is talent - something inborn.

You have to write following a prescribed pattern - but loosely. This can be varied to some degree depending on the strengths and talents of the copywriter.

For example, compare Vin's Montello's writing style with Harlan Kilstein's.

So that is why there is room in the Copywriting arena for ALL sorts of writers.

Hope this helps,
Dot

writing compelling words/letters is inborn? if so, then i may be out of luck....

The fastest I've ever typed with 100% accuracy was 115 words per minute. I don't know how people go any faster than that, lol.

Yeah, you REALLY need to get to the point of outsourcing. Outsourcing saves me about 100+ hours a month, but they're equivalent to about 250+ hours a month. All of this is dedicated to marketing and designing. It allows me to work on the things I love while all of the other work (where I was good at, but too time consuming) is taken care of. I make money day-in and day-out without working too hard. I love it!

Check your local library. If they don't have all the books in the list stickied at the top of the page, then they can get them for you through an interlibrary loan.

You could say "OJ didn't do it" and get even more responses, but you probably won't sell a damn thing.

Copywriting is like computer programming; it is roughly equal portions of science and art.

If you don't grasp the art of it, you will never be great. You may be very good, by learning a great deal of the science... but you'll never hit the high notes that a true copywriter can hit.

And honestly, only another true copywriter can really tell when you've grasped the art. Lots of people can tell when you haven't grasped it, but whether what you have really is it... nobody who doesn't have it can say.

I know enough about copywriting to know I don't have it, but I've had a few people I respect and admire say that I could have it - that there's raw talent there, which just needs to be developed. Which is encouraging.

A little off the topic, but maybe it'll illustrate my point a bit better:

I dated a man once who wanted to be an author. He wanted to quit his job planting trees and write a book.

One problem: he hated to read. Avoided it whenever possible.

Needless to say, that book never even got started. He just was all talk and smoke.

People here are taking action to become copywriters. To me, that indicates a modicum of talent and intelligence - not just a desire to be a good little parrot, memorize all the right outlines and spit them out upon request.

This is where talent comes in. And I do maintain that if you didn't have it... you would not be here long.

Dot

Now this is talent indeed... and the author is certainly appealing to an audience of sorts.

I read it all and clicked the PP link :-)

Writing effective sales copy to increase your sales

"Becoming a black belt doesn't make you an expert. It just means you suck on a whole different level." - Jeff Culley

People who continually improve themselves will always see that when they look back, and if they keep it up, they'll inevitably become someone other people study.

I just started reading Cashvertising by Drew Whitman. It is a great read so far! Cialdini's book and Kevin Hogan's book are on my list to read next.

When you finish your blog posts let us know. It will be an interesting read