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Is Cultivating an Original Copy Style Beneficial?

by westhope84
14 replies
A lot of the copy I've seen is somewhat formulaic. There's an art and science to copy, right?

It seems to me that it may be beneficial to really focus on attempting to carve out an original voice, but I suppose this wouldn't be necessary in terms of creating highly effective copy.

I've been toying around with the idea of marketing my craft as "narrative copywriting."

It would be necessary to garner a profoundly deep understanding of a business's goals, passion, and methodology in order to develop a cohesive narrative that would inform the creation of unique and effective copy.

I'm know I'm not reinventing the wheel here, nor am I in any way qualified or yet capable enough to do so.

Simply put, I see a narrative behind everything, and a lot of the copy I see doesn't delve deeply enough into the power of the human story behind every business. Maybe that's because a lot of businesses don't have much of a story to tell.

Anyway, your feedback is truly appreciated by this newb.
#beneficial #copy #cultivating #original #style
  • Profile picture of the author Jonwebb
    Originally Posted by westhope84 View Post

    A lot of the copy I've seen is somewhat formulaic. There's an art and science to copy, right?

    It seems to me that it may be beneficial to really focus on attempting to carve out an original voice, but I suppose this wouldn't be necessary in terms of creating highly effective copy.

    I've been toying around with the idea of marketing my craft as "narrative copywriting."

    It would be necessary to garner a profoundly deep understanding of a business's goals, passion, and methodology in order to develop a cohesive narrative that would inform the creation of unique and effective copy.

    I'm know I'm not reinventing the wheel here, nor am I in any way qualified or yet capable enough to do so.

    Simply put, I see a narrative behind everything, and a lot of the copy I see doesn't delve deeply enough into the power of the human story behind every business. Maybe that's because a lot of businesses don't have much of a story to tell.

    Anyway, your feedback is truly appreciated by this newb.
    Put it like this,

    Like all writing your personal "flavor" will always shine through no matter what blueprint you follow.

    With that said creativity in copy is a sure fire way to end up with a low conversion rate.

    one last thing some of the best copy in direct marketing history has painted pictures- told stories to drive the reader to buy.

    Follow ur gut ether way.

    Hope that helped
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  • Profile picture of the author verial
    Depends on your goal, really.

    If you're trying to entertain, sure, be an artist.

    But most copywriters are after sales, so they rely on what has worked in the past.

    Sometimes you've got to choose between art and money, bro.
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  • Profile picture of the author Steve Hill
    It sounds like you are referring to distinctive corporate identity styles, such as used by brands like Saddleback Leather, J. Peterman, the old Sugarman's JS&A, Sharper Image, and others. Even smaller brands like Garagiste Wines have developed a unique style, but that's attributable to a particular writer's style.

    They each have distinctive flavors their customers have come to know and expect, and which have become part of their brand identity. That voice and approach (ideally) exists throughout the organization.

    On an individual level, some writers do develop distinctive styles that their clients have come to rely on. Even though the writer is ghostwriting for the client (as in certain financial or health publications such as the Weiss financial newsletters), there is a certain consistent voice that not only brands the publication, but also indirectly indentifies the writer.

    But you are right - a lot of copy is boring, shallow, predictable, and does not not speak to a larger company vision. Like a one-night stand, such copy comes and is gone, making little impression. Developing a consistent company-wide identity thorough a consistent communications voice takes a bit more planning, and a professional copywriter that is not a one-night stand.

    It really depends on your market. You have to develop a style that makes you stand out a bit, but if it gets too different, it takes a special client to appreciate (or overlook) that.
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    • Profile picture of the author Jeremey
      There are copywriters who are really good at this...I've seen 3 common traits among those that are - they have an exceptional understanding of salesmanship in print...they have a creative mind...and they're incredibly self aware of what they are doing. It takes a lot of experience to develop those 3 things.

      Your own voice will come through in your writing style. But until you know how to sell in writing, don't get bogged down in being too clever. It will backfire.
      !
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    • Profile picture of the author Jeremey
      Steve also makes a good point that you'll be limiting your client base if your own style is too far out of mainstream. That's fantastic if you're a high demand copywriter with tons of success to back up your approach. But as a rookie you should be looking for as much experience (clients) as possible.
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  • Profile picture of the author Raydal
    If you are writing for yourself then its fine to develop your
    style or brand. But if you are writing for different clients
    then you'll have to change your style/voice to suit the
    client's target market.

    As mentioned above some companies have a certain style
    that all of their writers have to conform to. I guess if you
    were hired to write for them you'll have to do the same.

    For example, many copywriters use their own metaphors
    to brand themselves, such a "hypnotic-" by Joe Vitale,
    but the principles of copywriting are the same traditional
    principles--just with a different name and point of reference.

    So if you want to brand yourself as the "narrative" guy
    then you have the perfect right to do so.

    -Ray Edwards
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    • Profile picture of the author Shadowflux
      This post actually brings up something which has confused me for a while. We hear a lot about the importance of "cutting through the noise" and "standing out" yet I see so many people advocating that you do things the same way it has always been done.

      I know there are plenty of copywriters who all produce basically the same sort of copy. I understand that these may convert well but I can't help but think that much of this insistence on sameness comes from either a lack of ability or a lack of confidence.

      The thing is that every time an ad or piece of copy which is very different from the norm ends up doing REALLY well everyone praises that person and their abilities. I guess I find it odd that we would admire things that are different while advocating the idea that everything should be the same.

      I also feel like part of the reason "creative copy" doesn't seem to do so well is because, well, the people that try it aren't very good at it. Sometimes I feel like doing something the same way everyone else does covers up for a lack of real creativity and a solid foundation of what makes writing persuasive.

      I also think that far too many people try to separate copywriting from writing in general. Writing rational well thought out debates on internet forums can help you become more persuasive. Writing mystery stories can help you learn to structure and plan things better. Even chatting on the internet will help you develop a more natural flow (it's actually how I learned to type as a kid). Writing is writing, the goal is what makes copy different.

      To answer the question in the thread title I would say this (my opinion):

      Being able to imitate the copy you see everywhere may land you a few gigs or even employment in the beginning but without something unique about what you do or who you are I think you'll have a lot of trouble ever becoming well known or in demand.

      Remember that employers and clients aren't always the most creative people, that's why they hire writers and artists.
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      • Profile picture of the author Jeremey
        I think I should clarify my post, lest anyone think I was advocating copying formulas and writing the same boring crap that's all over the internet...

        My point was that if you are a writer, and you are new to copywriting, you must learn how to tailor your writing to make sales.

        ...Then focus on how your original style and voice meshes within the context of making sales...By all means...don't just be another hack churning out boring copy...develop a unique and creative voice that is suited for your marketplace...

        Just remember, you're being hired by your client to sell their product, first and foremost. So that would be an important skill set to develop for those just getting started in the business.

        Hope that helps!
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        • Profile picture of the author verial
          Originally Posted by Jeremey View Post

          Just remember, you're being hired by your client to sell their product, first and foremost. So that would be an important skill set to develop for those just getting started in the business.
          This is not always true. Many companies want a professional appearance so opt for a copywriter to do their website, product descriptions, etc.

          In such a case, you've got to be able to change your voice to meet your clients' needs. In that case, niching yourself as a non-conformist artist might turn off some clients.
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          • Profile picture of the author Shadowflux
            Originally Posted by verial View Post


            In such a case, you've got to be able to change your voice to meet your clients' needs. In that case, niching yourself as a non-conformist artist might turn off some clients.
            This is exactly why I feel it's important to be able to be creative. Someone who only follows rules and formulas will be unable to change their voice to fit the needs of the project.

            Being able to creatively change the "voice" of my writing is exactly why I spent the past few months getting paid to write about zombies. I had to write in three distinctly different styles, sometimes switching styles multiple times in a day. Trust me, there was no formula for what I was doing.
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      • Profile picture of the author Steve Hill
        Originally Posted by Shadowflux View Post

        Being able to imitate the copy you see everywhere may land you a few gigs or even employment in the beginning but without something unique about what you do or who you are I think you'll have a lot of trouble ever becoming well known or in demand.
        Let's not forget the skill of salesmanship in print, though. Almost any writer can imitate copy, but relatively few can CREATE good copy based on a clear, implicit, in-depth understanding of their market, target, product, features, benefits, and knowing exactly what they are trying to accomplish and how, at that point in time.

        Every combination of variables is unique, and calls for a unique solution. This is something that is often lost on those that would borrow and tweak existing copy and headlines in the hopes of matching the success those words created before in another time and place.

        By definition, unique copy sets its own standard, and it sells or it doesn't. Two pieces may look alike in appearance and style, yet one may vastly outsell the other because of the writer's skill with all of the unique variables that exist at that moment in time.

        And if the writer can sell consistently, then demand takes care of itself.

        These aren't my concepts, by the way - they are the paraphrased thoughts of one of those long-dead successful copywriters.
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  • Profile picture of the author ewenmack
    Originally Posted by westhope84 View Post

    Simply put, I see a narrative behind everything, and a lot of the copy I see doesn't delve deeply enough into the power of the human story behind every business. Maybe that's because a lot of businesses don't have much of a story to tell.
    This client of mine is making a business on writing and filming narratives.

    She has a brilliant knack to bring out the interesting stories that lie dormant in women's businesses.

    See her video examples here on what she does...

    Video Production Services New York Samples

    Best,
    Ewen
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  • Profile picture of the author cjp214
    Here's how I look at it: I do my best to write how I talk. I do that in my first draft. Then, when I'm going back and editing my work, I make sure whatever I wrote was clear... and that the words advanced my goal of getting attention, piquing interest, increasing desire, and encouraging action. You know the drill.

    I don't worry about my "voice" any more than that. I don't go out of my way to be quirky or sound weird. If you just write how you talk, and you're clear about what you say, your copy will stand out from the rest.

    One more thing: most people don't have a clue how to write well. So solid writing - arranged in a logical, grammatically-correct way - will make your copy stand out enough as it is.

    Corey
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