The Secret

The secret to become a successful copywriter? Write less.

Yes, it means being able to get a message across in the shortest, most concise and most engaging manner possible.

But that’s not all.

Writing less is also about, well, actually having less writing to do. Think of it from the context of ‘Quality over Quantity’. Having attention divided by five different projects will invariably result in inferior work compared to when if I just had two projects. And if I could just focus on just one project at any one time, I think the work delivered will only get better.

writer@work
This writer is at home, so how would I work? Hmmm…

“But hey… you’ve been doing this for donkey years, shouldn’t you be able to work faster and maintain consistent quality at the same time?” Asked an asshole.

Yes, of course. If it’s the usual marketing drivel laden with mindless superlatives and catchy buzzwords, then yeah, I could whip something out with relative ease.

The thing is I’m fed up actually; fed up with writing junk, tired of BS layered over more BS and often feel sick reading stuff that I’ve written in a rush just to meet a deadline.

If only I had more time. Truth be told, these days, I do.

This is my fourth year of being a fulltime freelance copywriter, and I feel that I’m writing less, but delivering more value to my clients that I ever had in my career.

Firstly, I’m fortunate enough to work with clients that allow for the critical incubation period. And secondly, I have made a conscious choice to take in less work.

From an entrepreneurial perspective, it might sound downright counter-productive. But do my existing clients appreciate my dedication, incisiveness and insights? I sure hope they do.

I could be wrong though, some writers let-fingers-fly on intensive and continuous word-spill, and only then go on to pick what’s good and relevant to be included in a piece of work. I guess I’m just more deliberate and patient with my approach.

And to be honest, there’s no secret really. It just takes time, provided you’ve already done a bit of hard time in the industry to start with.

What’s the difference?

In my 15 odd years as a copywriter, the word ‘different’ is something I’ve constantly heard from clients.

There nothing wrong with wanting to be different, but the truth is copywriting alone cannot position a product or service as being different in the eyes of consumers. If what you offer is also being offered by a gazillion other competitors, then simply saying ‘we’re different’ isn’t going to cut it.

Think Different
They were truly different and sparked a revolution

Difference does not come from how copy is crafted, it comes from the core of your business itself. A few examples:

  • A totally new or innovative product that fills an existing untapped need (I know, not the easiest thing to discover)
  • The difference in serving customers (you have to go beyond saying ‘thank you’)
  • The way your company operates or a distinct difference in culture (easier said than done)

If your business cannot align itself with any of the above points of differentiation, then sadly the copywriting can only be skewed or tweaked to a certain extent. We copywriters call it tone and manner of delivery; which is to craft the same message your competitors are saying in an alternate way.

But tone and manner can only differentiate how you are saying it, but not what you are saying. Sometimes, how you say it can make a difference, but if your business can figure out something totally different to say, then your proposition becomes more meaningful.

If you want to be different, you’ve got to back it up by living and breathing distinctiveness. Don’t just expect a different copywriting tone and manner to mask the same-ol’.

You have to be the crazy one, the misfit, the rebel, the troublemaker… the one who see things differently.

Copywriter’s Constipation

Sometimes it’s hard – even after being a copywriter for 14 years – I don’t have it easy all the time.

Often, when I’m tasked to write something, I can immediately get cracking. Words swiftly turn into sentences, which leads to paragraphs. Some jobs take minutes, other hours and the rest days, but the word-flow is constant and premeditated.

I know exactly where I’m heading, and I’m usually pretty confident that the client will appreciate my take on their product or service.

There are times however; I’m left staring at a blinking cursor. Minutes turn into hours before I write even a single line of copy, which I re-hash over and over again until I realise that I’ve actually been watching TED talks the whole day.

I curse myself for being an idiot. The client has trusted me and I can’t even string a couple of decent sentences together. Idiot!

Writer
... or watch TED talks

These are the days when self doubt creeps up stealthily and I conclude that I’m not really a good copywriter after all. Then I shut down for the day and grab a… errr… cool, refreshing beverage, pondering whether I should have become a word-challenged pilot instead.

Another day dawns and the struggle continues, despite the looming deadline.

Then I stop working on the copy and start looking at the product or service I am writing for, just to see if there’s any inspiration hidden within the brief, e-mail conversations or materials.

Nothing. Zero. Zilch.

Finally it hits me. Maybe it isn’t me; maybe it’s the product or service that’s flawed in some way that my internal sensors aren’t being activated.

A weak product or service is the antidote to inspiration. Even the world’s best copywriter can’t turn a Proton into a Toyota in the eyes of the consumer.

If I can’t write a reasonably good piece of communication that promises some decent benefits to the consumer, perhaps the product or service needs fixing.

But of course, I can’t tell that to the client. Can I?

Done is Better Than Perfect

Perfection is an illusion, or some might even say it’s a delusion.

It’s okay to strive for perfection. The problem is it isn’t very practical. We humans are flawed in many ways, and these flaws permeate in pretty much everything we do.

In the business of advertising, which includes copywriting, the need to get everything perfect is almost like a disease.

In fact it is a disease. It’s called analysis paralysis.

Medication
No known medication exists for Analysis Paralysis, it just takes guts.

Strategies are rehashed, every piece of copy reworked and designs needlessly redone many times over. Often even before the ad, website or campaign sees the light of day.

Don’t get me wrong, most of these revisions are necessary. It’s part of producing good, if not great work. But overanalyzing things, using assumptions or past performance just hinders the act of producing great work.

Sometimes, when all else fails, and when you are not too sure if something is going to work; the best thing to do is to put it out there.

Let the intended audience do the analyzing for you. After all, that piece of communication is for them. Then gather the audience’s behaviour and tweak accordingly.

No, focus groups are not going to do you much of a favour. Research has shown focus group participants to be favourable towards a brand or product because they are paid for their thoughts. Nobody wants to bite the hand that feeds them.

So get whatever you’re working on done, put it out there and see what happens. If it bombs, try again. If it seems to be working, make it better.

Done is better than perfect.

Apparently, they have that phrase pasted at a corridor in Facebook’s headquarters in Palo Alto.  You may remember, Facebook was very crude when it first started, but now is in the leading edge of social technology.

If Mark waited to get everything perfect, we’d be still stuck with Friendster or worse, actually meeting people face to face.

Catchy, Punchy, Juicy…

And then there is Sexy, Flowery and Lightly.

No, I don’t write in any of the above ways. Not anymore at least. But I do write Clearly, Personally and Concisely.

Look, I don’t write literature, poems or novels. I am a copywriter, who is tasked to communicate a message in the simplest form possible, in the least words possible and in the most appealing manner possible.

And that’s the way it should be.

Catchy Tee
You can actually purchase this Tee, it's brilliant!

Okay, maybe I’m generalizing here a little. There are instances when catchy or punchy copy may be required to get the point across. Let’s say your product is a sugary snack, targeted to 6 to 12-year olds; being catchy is probably a good idea.

The problem starts when ‘catchy’ becomes a prerequisite for copywriting in everything, with total disregard for the product, target market and context of the communication.

For instance, an energy company can choose to be catchy for a festive greeting ad. But if the latest Petronas Deepavali TV commercial is anything to by, it doesn’t always end well.

Or what if a non-profit organization wants to send out a clever, witty birthday greeting to all its donors? Well, go right ahead I suppose. But if you want to be clever and expect people to open up their wallets, then maybe a re-think is in order.

So I stay safe by being Clear, Personal and Concise – and ensuring there’s a strong call-to-action – to meet my client’s communication objectives.

My style may not work for everything under the sun, but I think its close.

What Do I Do

This month marks my 14th year as a copywriter. And I still get asked this question – “what do you actually do?”.

My answer usually goes something like this:

“Well I write stuff, marketing stuff. Like print ads, websites, brochures, proposals, scripts and so on”.

There's more to copywriting, in case you're wondering...
There's more to copywriting, in case you're wondering...

Yes, that is what I do, well, almost. Over the last few years, I’ve realised something. The stuff I write is only the end result of a process that is intricate and complicated.

The act of writing is only a means to an end. The written word is my deliverable, yet the insights, analysis, research, ideas, concepts, creative inputs and opinions are my products.

To put it simply; a lot have to go on – in my head and in my actions – before I write the first line of copy. My job cannot be quantified by time, or even by how much I write. There are many combinations of variables that influence that final piece of copy I deliver.

For the most part, the pre-copy-work comes naturally to me. Due to the fact that I’ve been doing this for yonks, and because I have a good understanding of copywriting fundamentals.

But to a client, all of the above are irrelevant, as long as I help them. Help them do what, you ask?

That would be to compel action, generate leads and ultimately help them make more money.

And that, is exactly what I do.

We Are Humans

As a copywriter, I always thought I was a Jaguh Kampung, loosely translated from Malay to mean ‘Village Champion’.

It is a term normally used in sports, referring to the inability of Malaysian sportsmen and women to compete in an international level, even though they are champions locally; hence Jaguh Kampung.

Well we are waiting for our first Olympic gold medal aren’t we? I wish they would just introduce squash in the next Olympics so we can really kick some ass.

World View
The global village, and we are all champions

Since I became a copywriter about 13 years ago, I have only written for the local markets. Maybe there is an exception of a couple of odd jobs here and there, but nothing too serious to dent my Village Champion reputation.

But copywriting is like that. You need to be in-tune with the local markets; constantly observing trends, gathering native knowledge and be able to communicate to the masses in a simple, localized manner.

Writing in a foreign market changes the rules for a village champion like me. Though the fundamentals remain the same, local insight is critical to help ensure a message is effectively delivered and understood.

Or so I thought.

When I was in South Korea recently on a job, I had absolutely no knowledge of the local markets. What motivates the Koreans? What compels them? What are their taboos? And how the hell was I going to translate my local Malaysian knowledge in a country where even English is hardly spoken?

Then I realized something. Even if I was tasked to communicate and appeal to Koreans, they are after all, humans. While I looked very different (bordering on exotic), I realized that Koreans are motivated, inspired, awed and surprised by the same things.

All it took was to keep things clear and simple; with a little bit of reward thrown in to compel action. Yes, translating everything into Korean also helped, but we translate pretty much everything into Chinese and Malay here as well.

So it doesn’t really matter where you’re from; all it takes is a little bit of human insight.

Why People Buy?

True, people buy to fill a need or want. But if that’s the only reason people buy, then the whole advertising industry might as well close shop and let it be overrun by sales people.

As a freelance copywriter, finding out what motivates people to purchase a particular product is crucial.

It allows me to target my message to the right audience, ensure relevant context and employ proper tone-of-voice.

GirlShopping
Although it may seem some people buy for no reason at all... think again!

Here are 10 reasons why people buy, aside from fulfilling a need or want. There are definitely more, but I’m just being a bit lazy today.

1. Pleasure
To feel good about themselves – luxury cars, jewelry, yachts and the like.

2. Appear Special
To be like someone else – Brad Pitt Tag Heuer or Aishwarya Rai Loreal anyone?

3. Indulgence
To reward themselves – that 2-week trip to Paris sounds nice right?

4. Peer Pressure
To belong, or be accepted – smoke this, you’ll feel like a man.

5. Emotional Need
To replace or substitute a loss – nobody loves me, but I love chocolates!

6. Great Bargain
To win – this lawnmower is too cheap, although I don’t need it.

7. Poser
To be hip, cool, awesome –  iPhone 5, Onitsuka Kicks, 3DTV… I want them all.

8. Obligation
To feel less guilty – awwww… that’s very thoughtful of you, now I got to get you a gift too!

9. Circumstances
To shut the sales dude up – okay fine, these glow-in-the-dark photo frames are exactly what I need.

10. Convenience
It’s easy – why cook when we can tapau, get food delivered or just walk to the nearest mamak?

Target Target Target

Would you speak to a client like how you speak to your spouse? Or would you try to find a drinking buddy at an AA meeting?

It used to be ‘Location Location Location’. Not anymore. Even if you are located in the world’s busiest street, you’re screwed if you don’t know who you are selling to.

Even if you are selling online, a network where you can tap into millions of potential customers, knowing exactly who you want to sell to is imperative.

Target Practice
Please aim before you shoot, your message has a shorter reach than you think.

You don’t shoot without taking aim. You don’t engage without studying your opponent. You can’t – no matter how many times people say it – sell ice to an Eskimo.

Targeting is the first order of business in any marketing communications plan.  But sadly, it is grossly overlooked with ancient mass advertising techniques still employed in today’s niche-filled world.

The act of mass advertising is a concept of reaching the maximum number of people, and then hoping for a miracle. It’s like a fisherman who casts his net in waters filled with piranhas only to end up with a huge net to mend.

We all live in our own world these days. Each with our own interests, dislikes, philosophies and preferences.

Even your best friend – who you enjoy many mutual interests with – is a different person. Just compare your Facebook timeline with that of your best friend, you’ll be surprised how you became best friends in the first place.

Targeting sets the tone, especially with copy. It also provides insights and context while ensuring your sales message has a higher chance of being well-received.

What’s more? Targeted advertising campaigns are often a whole lot cheaper, easily managed and often very measurable.

Sell to all, or sell to the select few who could be waiting with their wallets open? So please aim before you shoot.

The Copywriter You Want is Perhaps Just 5 Steps Away

This could be your first time looking for a freelance copywriter; or you may have been burnt before by hiring a copywriter not-so-suited to your needs.

Either way, I want to help – or at least try to help.

ColourPencila
We copywriters are a varied, colourful bunch. So who to choose?

In this often insane, not-a-moment-to-waste business world; getting things done swiftly and accurately right from the get-go is crucial. The same is true, even when it comes to copywriting.

There are many types of freelance copywriters out there – often with differing specializations – whom are available for hire. But you’ll never know if the copywriter you just hired will hit the ground running or crash and burn at the next lamppost.

But there are steps you can take to filter out ‘the unsuitables’ and help improve your chances of landing a freelance copywriter who will be in-sync with your business aims and aspirations.

And most importantly get the job done.

Let’s not waste another moment then – here are 5 steps you can take to help ensure you hire the right freelance copywriter.