Stuck on copy ideas? Put on some music. Seriously!
First off, I'll state that I'm no copywriting expert. But as I'm digging deeper and deeper into it, I'm noticing a surprising amount of overlap with another style of writing that I have plenty of experience in: Songwriting.
I know that sounds odd. On the surface, sales copy and lyric seem to have as much in common as reality TV and... well... reality. But in fact, I find that the two have more in common than either do with article writing or even blog writing.
Just start thinking about the underlying purpose of the two. In sales copy, we want to evoke and emotional response, and turn that response into an action (buying).
In song lyric, the goal is also to evoke and emotional response. Instead of a buying action, the songwriter want the song to resonate with more and more people. When we hear music that hits a chord with us, we share it with others, in the case that they might feel the same connection with it. The action is different, but the path to achieving it is the same.
When you listen to popular music, pay attention to what each line is doing. It'll often be one of two things: Describing some mental sensory image, or evoking an emotion. The sensory details are what hold our attention and put us in the situation, and the emotional details are what we ultimately connect with and gets us to respond.
There are even some common structures found in popular songs that feel right at home in copywriting.
The first verse will often tell of a situation, describing the scene in detail. It could either be describing a problem, or hopes not yet fulfilled.
The prechorus starts to lift us up, letting us know that things could be different.
In the chorus, we hear what different would feel like. This is the place where we want to be.
The bridge of the song is the call to action, where the challenges are faced and change is pursued.
But don't take my word for it! Go jump onto YouTube, pick a song and pay attention to the journey that the lyrics take you on.
Everyone knows that songs quite often make for good inspiration, but now you know WHY! You can use this to consciously pull together your own ideas. The next time you feel like your outta gas, put on a song that connects with you. Study the lyrics as you listen, and figure out what is is that driving that emotional response.
Once you have that figured out, go back to your own work and get it written while the idea is fresh!
I know that sounds odd. On the surface, sales copy and lyric seem to have as much in common as reality TV and... well... reality. But in fact, I find that the two have more in common than either do with article writing or even blog writing.
Just start thinking about the underlying purpose of the two. In sales copy, we want to evoke and emotional response, and turn that response into an action (buying).
In song lyric, the goal is also to evoke and emotional response. Instead of a buying action, the songwriter want the song to resonate with more and more people. When we hear music that hits a chord with us, we share it with others, in the case that they might feel the same connection with it. The action is different, but the path to achieving it is the same.
When you listen to popular music, pay attention to what each line is doing. It'll often be one of two things: Describing some mental sensory image, or evoking an emotion. The sensory details are what hold our attention and put us in the situation, and the emotional details are what we ultimately connect with and gets us to respond.
There are even some common structures found in popular songs that feel right at home in copywriting.
The first verse will often tell of a situation, describing the scene in detail. It could either be describing a problem, or hopes not yet fulfilled.
The prechorus starts to lift us up, letting us know that things could be different.
In the chorus, we hear what different would feel like. This is the place where we want to be.
The bridge of the song is the call to action, where the challenges are faced and change is pursued.
But don't take my word for it! Go jump onto YouTube, pick a song and pay attention to the journey that the lyrics take you on.
Everyone knows that songs quite often make for good inspiration, but now you know WHY! You can use this to consciously pull together your own ideas. The next time you feel like your outta gas, put on a song that connects with you. Study the lyrics as you listen, and figure out what is is that driving that emotional response.
Once you have that figured out, go back to your own work and get it written while the idea is fresh!
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