Hiring a copywriter requires a certain amount of trust. After all, we end up speaking for you and your brand or product.
So, it seemed like I should take a moment to introduce myself. Prepare yourself for a shameless plug. Selling myself isn't something I am particularly good at it. Ironic, I know.
Growing up it was always understood that ‘bragging’ was in bad taste, and I still feel guilty about it. Please bear with me while I muddle through.
I am a writer, I have been writing since I was a child and it is a skill that has grown and evolved along with me as I age.
For much of my adult life, I have concentrated on descriptive writing such as blog posts and books .
While I have never completed my novel, I did write a series of children’s books when my own kids were small. Little by little I am illustrating and publishing them.
From a copywriter’s perspective, these types of things are ‘content’. Their purpose is to describe, educate or entertain. They tend to be much longer and use descriptive language. (like this blog post)
While this type of writing is often done by copy writers, it’s not considered ‘copy’ . 'Copy' has a much different intent.
The purpose of 'copy' is to sell a product or guide an action through compelling language. Its a rather exact science that uses psychology to connect to the target audience.
'Copy' speaks to them directly, using terms they will understand and relate to.
This is a skill that I decided to develop Covid arrived and the world went into a tailspin. I still enjoy a good bit of verbosity now and then. (can you tell?) But now, I also understand the beauty of being able to get right to the heart of a problem.
Copywriters take that problem, explain it in clear, concise terms, and then provide a solution that the reader will accept. This brings them one step closer to a sale. That is the goal of the copywriter.
I like to think of it this way.
"A picture says a thousand words. But sometimes you only need one ... the perfect one ... and that’s the essence of exceptional copy."
I know this sounds like a lesson on writing more than a shameful plug but I’m actually leading up to something here.
The thing that makes me a great copywriter isn’t my years of writing experience. (although it certainly doesn’t hurt). Its my LIFE experience.
I have lived, and loved and lost, and each new challenge has taught me a lesson. Those lessons join together to create wisdom. Do you see where I’m going here?
If the key to good copy is understanding your target audience, then maturity and wisdom are the locksmith.
I have learned the art of listening, of trying to see something from perspectives not my own. Its an invaluable tool. So is patience. Understanding what your audience is looking for takes patience and research. What do they want? What problem will your product solve for them?
Answering these questions will provide you with the benefit for the customer. Getting your audience to understand how your product solves their problem, is the first step along the path to a sale.
Let's imagine for a moment that you're selling a pot. Yup, a basic pot for cooking. There are thousands of pots out there. Literally.
What makes your pot special? Why is it better than any other pot?
In all honesty, there are only so many ways to make a good pot. So how do you sell it?
The answer to that question brings us one step closer to a sale. The key thing to understand here is the WHY? Sure, people buy pots to cook things, but let's dig a little deeper.
Close your eyes for a moment and picture a happy memory that involved food, and took place in a kitchen. I'm sure you have many. Food is a basic necessity. But beyond that, it can provide a very visceral need, and create memories and feelings that stay with us for life.
For instance, fresh baked bread always reminds me Sunday mornings and of my dad. I can't help but stop, take a deep breath, and smile.
Connecting your pot with memories like these, that your audience can relate to is marketing magic.
If you can connect your product with happy memories of say, Grandma’s Osso Bucco...well, now we're Cookin'! (sorry! I couldn't resist)
Give them a warm fuzzy feeling. Help them imagine sitting around their dinner table, enjoying their favourite dish.
A dish that's perfectly cooked ... ”just like Grandma used to make”... in your wonderful pot.
Of course, copywriting isn't always about a sale. Sometimes it’s about getting someone to click an email link or sign up to receive a newsletter.
Whatever the purpose of your copy, the Success of your copy depends on the writer's ability to understand their audience. To know what that person wants, even when they may not understand it completely themselves.
See? I told you I was leading up to something! Maybe it’s not exactly a shameless plug (I can’t bring myself to do it - thanks a lot MOM!) but it does give you a little more information about me, what I do, and how that skill will benefit you.
After all, a little bit of knowledge never hurts ... and more knowledge is just ... well, better.
Let me sum this up for you. I’m a writer with 30 years of experience, the wisdom of a lifetime and the soul of an artist. That gives me a very unique perspective. In a world where so many people are rushing to the finish line without stopping to enjoy the view along the way ... I'm in a field picking daisies.
I’d love to talk about whatever project you may need, big or small.
Tell me all about the vision you have for the future, your dreams and goals. Together, we'll come up with a plan that will make it happen.
You can email vikijodetlor@gmail.com for a free consultation. Or you can visit my portfolio and take a look at my work before you make a decision.
Thanks for bearing with me to the end!
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