Good copywriting is an art but it should be a lot of fun too. It could be more enjoyable for writers and agency clients if we make the creative process an enjoyable experience.
A writing process that’s mechanical is not much fun, and if it lacks a sequence, it won’t make an impact. We’re not looking for compromise. We want to use both strategically to produce exceptional content and achieve all that copywriting must today.
Find the Fun and Use it As Part of the Process
An increasing number of people believe that the more fun you have doing work, the better the outcome. Let’s use that as our inspiration to create a compelling experience for readers.
If you were to make your creative process as effortless as, let’s say, a waterpark waterslide, you may find you’ll produce material of astonishing quality in half the time. If every part of the creative/production process is fun, then your output will likely reflect it.
Typically, art and fun are the province of the right hemisphere of the brain. Ya, that’s the childlike part that doesn’t have a process and may take its time getting things done. We need to get the orderly left brain involved and give our imagination a little guidance.
Process is All About Flow
Too often, people talk about process improvement as mechanics and output. That’s not fun. It should be an enjoyable experience with a natural system that suits our own natural human processes.
A process maximizes our creativity, identifies an opportunity, collects and organizes information, and then focuses it full power to generate the best result. A process isn’t linear. It’s a system of related activities that moves you forward.
Copywriting must contribute to, or create a result — to teach, create a good feeling, or sell something. By treating our inner creative child well, encouraging it, and guiding it, we give the reader/customer an experience they enjoy.
This is the same process any content producer must follow. We start with the ending – what you want to achieve – the goal. Then we build our process to achieve that goal.
How to Make your Process a Pleasant Trip
Our process could be likened to a dance but not a march. At times, it’s asynchronous and incomplete, backed only by our confidence that the right connection will appear in time. Your process is about exploring opportunities in your own creative style to discover what the customer really desires.
From brainstorming techniques to interviews to editing, you get an intimate knowledge of your client’s value proposition and the customer’s desire – and how you’ll match them up. Have fun with each one.
Here’s our 10 Step Writing Process:
- Understand the client’s branding image and marketing goal — then brainstorm for suitable topics that demonstrate or help differentiate your product/service as the best.
- Discover the opportunity – who is the customer, what product or service to promote, and the situation where you can promote?
- What does the reader believe about the topic? – what will you say that they will relate to and accept, thus enable you to convince them about your product/service?
- How will you solve the reader’s pain/need? – what is their deepest wishes and desires and what insight will I present that will help them make a decision?
- Determine what the USP should be — how will you hook the reader by stating an intriguing view or promise?
- How to inject emotion into the post – which emotions do you need to make your reader feel? Is it delight, fear, anxiety, awe, happy, silly, serious, etc?
- How will you build trust and credibility? – what tone, facts, trusted opinions, and images are needed to make them accept your information?
- What is your incentive? – something specific that makes them feel they’re getting extra value.
- How will you convince them and close the sale? – what can you say that’ll bring them to a definite conclusion?
- Edit, clarify, streamline, and infuse psychological tactics into the copy – use embedded commands, presumptions, and alter the context to make your arguments more credible.
Find out more about writing content that lasts and builds trust and credibility in your customer’s eyes. There might be a number of reasons why your content marketing and SEO aren’t working. If inbound marketing is vital to your business performance, why not give us a call to discuss improving your web content strategy?