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Be Yourself!

by CharismaticMannequin
23 replies
Hey guys,


been working my way through some threads/posts and seeing what's going on. Now, I'm not picking anyone out, and saying "You! Why're you pretending?" but I just want to get one thing straight.


Be Yourself.


Sounds stupid right? I mean, how can you be anyone but you? Well, the truth is that most people on here are learning copywriting from other people. Whether it's from courses, coaches or a stack of PDF's on your HDD. Whatever it is, you're learning copywriting...

and that's great!


Seriously, I'm pleased for you guys - There's tons of work potential, and if you're good at copywriting, and passionate about it, you're going to the top, my friends.

However, here is where the problem lies. Some of you are looking at the forum, looking at some of the seriously awesome copywriters on here (Mark, Rick, Mike, Arfa, etc - you guys know who you are) and thinking...

"Damnn! Those guys rock! I'm gonna follow everything they write, everything they do...and be JUST like them!"

The problem is, you're just copying someone else! You're not bringing YOU into your copywriting. And trust me when I say, that's where most, if not all of your failures lie. No one wants a carbon copy of someone else - hell, that's boring.

Not just that, but it comes across as fake, weak and downright DULL copy. You gotta project YOURSELF into your copy, and let that wicked personality of yours shine! Then your copy becomes passionate, interesting and it makes people wanna LISTEN to you.

People want to listen to what you have to say, and they're gonna BUY what you have to sell, whether you're writing for a client or for yourself.


I realise there's TWO points I'm trying to make here, and I'll quickly sum them up for you:


1.) Be YOURSELF. Don't be a copy of anyone else - your copy will fail because of it, and you'll get nowhere. You'll also end up hating your job. It's how it is.

2.) Be PASSIONATE. Your copywriting career will go nowhere if you don't get passionate about what you're doing. There's a lot of people that see this forum, hop in and think "Jeez, these copywriters earn a TON of money! I'm gonna be a copywriter and get that kind of cash!"


Thing is, us copywriters LOVE what we do. I LOVE what I do - I don't take projects on that I'm not passionate about. If I do, they end up total crap. I don't enjoy myself, and the client loses money because of it. You have to WANT to do this job - to experience the highs, the lows, and everything in between.

Copywriting is NOT an easy job, as many think it is - Trust me, I know. I used to be an article writer charging $25 per 500 words. That's high for most writers, and I took one look at copywriting and thought:

"Yeah, I can do that. Easy!"

Man, was I wrong. Copywriting takes time and patience, things I didn't have before. I just wanted money, and I wanted it NOW. But that's not the way you get to be a good copywriter. Hell, that ISN'T a copywriter - full stop.

Copywriting is a process, a creation of something. You ever heard the saying "Rome wasn't built in a day?"

Well, great copywriting isn't wrote in a day. The sooner you know and accept this fact, the better your copy will be, and the more you'll enjoy your job.


Basically what I'm trying to say (I waffle...a LOT) is this:

Be yourself, and find YOUR own style. Not Makepeace's, not Halbert's - YOURS. Bring your unique voice to the profession.

And be PASSIONATE about it - enjoy the process. Then something beautiful will be produced - something that'll make you, your client, AND your customers VERY happy.



Best of luck guys,



Ben.
  • Profile picture of the author Ross Bowring
    Hi Ben,

    Thank you for the post.

    That's a nice sentiment, it truly is. But one of the ways you get good is by emulating another copywriter's style at first.

    I was alerted to this by Allan Forrest Smith in a blog post on Michel Fortin's blog back in the day when he copped to emulating another copywriter's style when he was starting out.

    Then he grew from that point to develop his own style.

    I think I've done this to some extent too.

    It gets you good... then you have the confidence to go in your own direction and do your own thing with your writing.

    --- Ross
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    • Profile picture of the author CharismaticMannequin
      Originally Posted by Ross Bowring View Post

      Hi Ben,

      Thank you for the post.

      That's a nice sentiment, it truly is. But one of the ways you get good is by emulating another copywriter's style at first.

      I was alerted to this by Allan Forrest Smith in a blog post on Michel Fortin's blog back in the day when he copped to emulating another copywriter's style when he was starting out.

      Then he grew from that point to develop his own style.

      I think I've done this to some extent too.

      It gets you good... then you have the confidence to go in your own direction and do your own thing with your writing.

      --- Ross

      Ross,

      don't get me wrong - of course you do. You've got to emulate them and take their tactics and psychology, in order to grow and see what they do right, and apply it to your own writing.

      I'm talking to the people who are afraid to let go of the training wheels, and fly! Copywriting becomes boring if everyone's simply applying the same style and the same voice. Copywriting should be fun, should be something to be enjoyed.

      We should see plenty of people thriving and developing personalities. However, more often than not, I'm seeing people simply copying people almost word for word, and sticking with that. That's not what it's about.

      You have to let go of the training wheels, and be your own person.


      S'all I'm saying.


      Thanks for the post Ross,



      Ben.
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  • Profile picture of the author The Marketeer
    So I guess you're saying:


    Now That's:
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  • Profile picture of the author BrandonMHowe
    Loved it! Thanks, Ben!

    "Come original, ya got to come original..."
    -311
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    • Profile picture of the author videolover7
      As a professional copywriter, the copy you write should communicate your client's voice, passion, etc... NOT YOURS.

      The more invisible your are, the better your copy will be.

      VL
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  • Profile picture of the author SeoKungFu
    There was a saying like "Be yourself, everyone else is already taken" !
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  • Profile picture of the author Cherie H
    As a writer I like to become the "product" and really get into the zone. You really owe it to your clientele to feel passionate about what they have to offer no matter what it is, as if it was your own. By the way anyone seen the Super Moon in your neck of the woods? I'm off to do a spot of howling!
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  • Profile picture of the author pschout
    Be yourself, but write in the feeling of your client and the specific target-group
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    • Profile picture of the author new2d
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      • Profile picture of the author angiecolee
        Originally Posted by new2d View Post

        Being "yourself" has little value. What has value is getting copy to sell. No consumer cares or knows if you're being yourself. Until you show us some data or case studies, we'll just chalk this up to temporary insanity caused by watching some Tony Robbins'esque motivational rah rah clip about finding one's inner beauty and snowflake stuff.

        Even in the best case scenario that you're right, your post is at best platitude along the lines of "be confident to get women."
        I disagree. Being myself lands me clients. My ability to write to sell keeps them.

        People want to do business with people. In fact, I just wrote a guest blog about how I have this annoying but amusing habit of landing clients on dates. How? Because I was talking to them and being myself instead of trying to land a client. Inadvertent self-promotion. Go figure.

        I have to sell me in order to get my clients to buy in to what I can do for their business. If I'm Arfa, Jr. with my copywriting style, they're going to want to pay me the junior rate.
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  • Profile picture of the author CharismaticMannequin
    Some of you are missing the point. If you don't write from YOU (or find the voice that matches your client - yes, I understand you're writing from HIS viewpoint, of course.) then your copy sucks.

    Simple.

    It's boring, it's uninteresting, and it just comes across like you don't give a **** and you don't want to be writing. Find the passion in your words. If YOU get excited, then so will your prospect.

    Think about it - when you know/meet someone whose excited about something or is a high-energy person, what happens? Why, you begin to feel that way too!

    Your writing is the same. Go in with high energy, and you'll produce that feeling in others!


    Yes, no consumer DOES care about you being yourself, but your copy does. And it shows when you don't write from the 'heart'. Sounds all airy, but it's true.


    Take it or leave it - it's up to you. Just saying what I've learnt. Use it or don't, makes no difference to my career.
    I'm just the kind of guy who likes to give back, and help others out, and I've seen this mistake far too many times.


    Best of luck,



    Ben.
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    • Profile picture of the author videolover7
      Originally Posted by CharismaticMannequin View Post

      Some of you are missing the point.
      There's a reason for that. Your "point" wasn't stated clearly.

      VL
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      • Profile picture of the author Mark Andrews
        Banned
        Originally Posted by new2d View Post

        Being "yourself" has little value. What has value is getting copy to sell. No consumer cares or knows if you're being yourself. Until you show us some data or case studies, we'll just chalk this up to temporary insanity caused by watching some Tony Robbins'esque motivational rah rah clip about finding one's inner beauty and snowflake stuff.

        Even in the best case scenario that you're right, your post is at best platitude along the lines of "be confident to get women."
        Originally Posted by videolover7 View Post

        There's a reason for that. Your "point" wasn't stated clearly.

        VL
        Good grief. Must everything be spelled out to all the newbies on this forum over and over again.

        Ben made the point extremely succinctly. As clear as a bell. Crystal clear in fact.

        Some of you seriously need to take your blinkers off. You've got herd mentality. Which will forever hold you in your comfort zone if you don't watch it and your copywriting careers will go nowhere as a direct result.

        What Ben is saying (correct me if I'm off base Ben) is that copywriting should be an enjoyable passion.

        To be in this game and to succeed as a copywriter you need to let your writing rip.

        You need to get emotional.

        You need to light a bloody fire underneath your words.

        If you just follow everyone else, whichever copywriting idol tickles your fancy you're pretending to be something you're not. In effect lying to yourself. Deceiving yourself.

        Yes there are various formats to writing good copy which you can follow but after these have become ingrained in your consciousness after many thousands of hours researching the subject and putting these psychological triggers into practice... it's important for you to be yourself.

        Develop your own style.

        Stamp your very own unique mark on your individual style of copywriting.

        Copywriting is all about persuasion...

        Using persuasive words to swing a potential prospects mind around to your point of view.

        Directing them (the target audience and market) into a direct call to action of your choosing. Using any one of a huge number of psychological triggers to elicit the response which ideally you or your client is looking for.

        We've all seen them lately, sales letter after sales letter after sales letter which all look like they've been concocted out of reading some pre-programmed format.

        Uninspiring, insipid at best, they're so boring it defies imagination.

        Be yourselves folks for pete's sake.

        Reading good copy need not be tantamount to watching paint dry.

        Light some soul into your own unique and individual communicative style.

        You have this wonderful tapestry of words right there at your disposal... weave these words in a way which represents you as an individual. You are the copywriter afterall.

        If you do this your words can actually become alive, jumping and dancing off the page eliciting great excitement and true passion.

        If you want to go down the boring route, hell, go and stick yourself into some cubicle in an office and start writing corporate sales copy. I'm sure many of you will fit right in.

        This is a real creative passion for the true artists in this game.

        Make no mistake about it.


        Mark Andrews
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        • Profile picture of the author CharismaticMannequin
          Mark,

          spot on!


          It's the guys who want to listen, learn and stop thinking they know everything there is to know about copywriting - they're the ones I want to teach/help.

          Hell, I don't know everything about copywriting - I don't pretend to. I also don't drag down people's posts who are contributing - don't take this as a dig, but take it or don't.

          I'm here to help, contribute, and broaden both mine and other's views in this profession.

          To all the half-assers: Either jump in, or get out.

          There are no half-measures in this profession - only true passion and commitment.

          That said, if anyone has a question or query for me (copy related, of course), then PM me - I'll be happy to help.

          That's what I'm here for!



          Regards,



          Ben.


          Originally Posted by Mark Andrews View Post

          What Ben is saying (correct me if I'm off base Ben) is that copywriting should be an enjoyable passion.

          To be in this game and to succeed as a copywriter you need to let your writing rip.

          You need to get emotional.

          You need to light a bloody fire underneath your words.


          Mark Andrews
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        • Profile picture of the author terencecapillion
          Originally Posted by Mark Andrews View Post

          What Ben is saying (correct me if I'm off base Ben) is that copywriting should be an enjoyable passion.

          To be in this game and to succeed as a copywriter you need to let your writing rip.

          You need to get emotional.

          You need to light a bloody fire underneath your words.

          Mark Andrews
          Point taken, Mark.

          To be at the Top of Your Game, you have to be doing whatever you drives you to do it in the first place. PASSION.

          I believe You have to be PASSIONATE at what you are doing. If your passion is not in Copywriting, then Copywriting as a lifetime career is not for you.

          Another Point about CREATIVITY.

          I thought Being Yourself when Copywriting is to Be Unique in it as well. UNIQUENESS can be something that the readers can identify as You writing, and not to write just like everybody else. CREATIVITY is also about writing with a part of your soul "inscribed" into it, injecting that bit of Your Personal Style.

          Overall, I thought that it's Wonderful to be hearing all the inputs from the Warrior Forum Community. Thanks, Guys!
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          • Profile picture of the author Steve The Copywriter
            No, No No.

            It just won't do.

            Forget about being yourself.

            Be Gary Bencivenga instead.

            Or if you want a chateau in France - be David Ogilvy.


            Steve
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            • Profile picture of the author CharismaticMannequin
              Originally Posted by Steve The Copywriter View Post

              No, No No.

              It just won't do.

              Forget about being yourself.

              Be Gary Bencivenga instead.

              Or if you want a chateau in France - be David Ogilvy.


              Steve

              Steve,


              I'd quite like one of those chateau thingy-me-bobs you're on about. Can I have one next to Mal's bunker?


              Ben.
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              • Profile picture of the author Mark Andrews
                Banned
                What good is a bloody mansion if you haven't got the personality to fill it?

                Me? Stuff the big house, it's just a drain on resources.

                My dream home...

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                • Profile picture of the author CharismaticMannequin
                  Originally Posted by Mark Andrews View Post

                  What good is a bloody mansion if you haven't got the personality to fill it?

                  Me? Stuff the big house, it's just a drain on resources.

                  My dream home...

                  The Woodman's Cottage - YouTube

                  Wow, Mark. Not going to lie, that house is stunning! I'm more in the middle. I want a beautiful house with all the modern amenities (I'm young! I need gadgets..) etc, but with renewable resources - log fires, wind farm, solar panels etc.

                  I want to build my own house in a few years. Not yet though - city life is for me right now!


                  Ben.
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                • Profile picture of the author Steve The Copywriter
                  Originally Posted by Mark Andrews View Post

                  What good is a bloody mansion if you haven't got the personality to fill it?

                  Me? Stuff the big house, it's just a drain on resources.

                  My dream home...

                  The Woodman's Cottage - YouTube

                  Mark,

                  There are many copywriters whose egos wouldn't fit into a mansion.

                  That wouldn't include you or me of course.

                  I can fit my ego comfortably into the copywriters attic next to the typewriter.


                  Steve
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  • Profile picture of the author Mark Pescetti
    Great post Ben.

    Here's what I've observed:

    Too many people who study the copywriting greats try to illuminate their styles...

    ...without understanding and connecting with the actual methodology that makes their techniques work so brilliantly.

    So they end up with the style, but lack any of the substance.

    When I read, anything, I'm looking for that golden nugget (or two or three) that I can integrate into MY style and methodology.

    While the "voice" of the copy may not be yours (if it's for a client project), it will still have your signature style, flare, nuances and unique emotional insights.

    Bam!

    Mark Pescetti

    P.S. What makes you a good writer? I'm not going to give the answer. Just see what comes up...
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  • Profile picture of the author maestro_mr
    I remembered the quote from my mentor to not only "be yourself", but also
    BE THE BEST on yourself.

    "yourself" means your full character to differentiate one from another, and I agree with Mark Andrews opinion to develop your own style.
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  • Profile picture of the author JimMacDonald
    Thanks Ben, your post got ripping out of my head, my first 'Be your self” post....

    Little less than 2 decades ago got a call to do a CBC radio interview. Just prior to the call I had been on our local radio pumping up the excitement for a kids hockey tournament.

    Knew nothing about copy back then. Just a volunteer wanting to pump the excitement while getting big financial donations.

    The kids the stars – the adults... to feel like a kid (the star they never were). So they'll be falling in supporting financially and cheering the kids on. Hockey was new in the Arctic (and expensive).

    My live, off the cuff local radio 3-4 minute talk did rock.

    However the big radio interview didn't. Lots of “yes”... “no” questions. Even a strange sad question. All ending like a bad fart.

    Then the reporter when our interview was over asking straight out... “What happened to you? You were so vibrant - alive on local radio. ”

    Mouth dropping to floor....walking out the door.

    Ok, maybe the reporter was right... I didn't know how to take control of a bad interview back then.

    Yet... it's similar to what people are posting here.

    If you don't have your own passion flowing in your copy and relating to what your prospect relates to - you'll have a disjointed fit or poof prospect gone.

    And if you're ignoring improving your own copy-writing maybe you'll become the reporter. Continuing producing hit or miss copy while blaming others while your targeted prospect keeps walking past your copy.

    Cheers

    Jim
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  • Profile picture of the author knish
    I think being yourself while still having respect for your peers, clients, family, and friends is necessary. You want to have a unique voice that gets you noticed but you shouldn't overdo it.
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