Don’t Copy, Be Creative
Writing is a fundamental pillar of marketing.
Whether it’s a display ad, a tweet, a blog post or a brochure, making a convincing argument within the confines of a value proposition is half the game. Yes, choosing the right marketing channels and systems is crucial, but without a compelling message behind them they will fall flat.
But writing for marketing is hard. Harder than most people realise — writing is, after all, something that most of us do every day.
The act of putting words on paper or screen isn’t in itself a challenge, but marketers also have to consider:
Persuasiveness of language
Themes and relevancy
Desired reaction of the audience
Position in the customer journey
Tone and familiarity
I repeat… it’s hard.
Many team members over the years have highlighted copy writing as a skill they would like to improve and I get weekly requests for extra training.
And my response is always the same;
You don’t need an expensive copy writing qualification —Enrol in a creative writing course instead!
Think about it.
When writing creatively the main things on which to focus are theme, character and drama. Let’s look at each of these things separately…
Theme
The message, opinion or viewpoint of a good piece of literature simmers beneath every single word.
This is no different in marketing. With each piece you are trying to convey a message. You are trying to compel your audience to think, act or do what you want them to do.
Character
When you’re writing a story or play, you are forced to become the characters you are writing. You have to get inside their heads and understand what drives them and how they would react to certain situations (albeit of your own creation).
Now substitute character for customer. Being able to immerse yourself in how your customer thinks and acts and then writing accordingly is incredibly powerful. Get this right and you will connect with your audience.
Drama
Drama is the oxygen of a story. It drives it forward and keeps the audience hooked. Without it, a story is flat, uninspiring, emotionless.
Drama is also the one thing marketing writers struggle with the most. But that need not be the case. Drama can be found everywhere. If you understand the value of your product or service then you will also understand how you can make a difference to people’s lives. Tap in to that. Write with flair and heart. I promise, your audience will feel it if you do.
But there are two other big reasons to choose creative writing over copy writing;
- Understanding that writing is re-writing — being able to look over your own work with a critical eye is a main component of any decent creative course. This is a crucial skill to learn in life, let alone marketing.
- The sheer bloody enjoyment of writing stories — You become a creator. You. You create worlds and people and Gods. What could be more satisfying than that?
Have I offended any copywriters out there? Or have you done a creative writing course? Did you enjoy it? Did it help you professionally like it did me? I’m always super-keen to read your feedback, so leave a comment or share this article with your network.
