As a copywriter you always have to strike a balance.
Between your client’s hype and the reality of the product’s impact on customers.
Between fully believing in your clients’ ideas and products and staying grounded in reality. We walk a tightrope every day, but nailing it is important.
Ray Dalio, in his book “Principles,” says, “Reality exists at different levels and each of them gives you different but valuable perspectives. It’s important to keep all of them in mind as you synthesize and make decisions, and to know how to navigate between them.”
There are a couple of ways I do this to find that balance:
- Embrace the clients’ enthusiasm To sell your clients’ products effectively, you need to believe in them. Let your clients “sell” you into their ideas and products, at least a bit. Internalize their excitement and passion, and then pour that energy into the copy you write.
- Keep a healthy dose of skepticism While it’s crucial to believe in your clients’ products, don’t lose sight of the actual truth and reality. Question their claims and look for evidence. This will keep your copy honest and prevent you from overselling or making unrealistic promises. This is also highly valued by clients. You’re fact-checking and keeping them on their toes.
- Explore different perspectives Dalio reminds us that reality exists on various levels. As a copywriter it’s important to take the time and understand the different perspectives surrounding your clients’ products – from their point of view, their customers’, and even their competitors’. This will help you create more well-rounded, authentic copy.
- Research, research, research Dive deep into customer feedback and reviews. This treasure trove of information will help you understand what real customers think and feel. Use these insights to create copy that speaks directly to your target audience’s needs and desires. Then connect it with your client’s perspective. That’s how you get to the uniqueness.
- Don’t shy away from flaws No product is perfect, and acknowledging minor flaws can make your copy and claims more credible. Addressing these shortcomings and explaining how your client is working on improving them can boost trust and authenticity.
- Master the art of storytelling Weaving compelling stories around your clients’ products can help bridge the gap between their enthusiasm, reality, and different perspectives. Use stories to connect with your audience on an emotional level and make your copy more engaging.
It’s not always easy and at times you might second guess the work you’re doing, but with great power comes great responsibility.
P.S. Q1 is gone. Q2 just started. Have you made plans? I just went through the past 90 days and set a couple of goals for the next. One of them is to take Youtube more seriously. What would you love to see or learn on the channel?
Quote and reflection of the day:
“Imagine that in order to have a great life you have to cross a dangerous jungle. You can stay safe where you are and have an ordinary life, or you can risk crossing the jungle to have a terrific life. How would you approach that choice?“
- Ray Dalio, Principles
The more engaged you are and the more, tougher choices you have to make – the higher the quality of your life. A good life is about dealing with adversity and change, not running from it.