Article on Copywriting: Focus on WHAT You're Trying to Say

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March 2002
Issue # 03

In this issue:

>> Intro: Here's Who We Are
>> Article: Focus On WHAT You're Trying To Say
>> Resource/books: The Copywriter's Bible
>> Survey: Who Writes the Best Limericks?

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HERE'S WHO WE ARE.

I had dozens of replies to the survey in the last issue. Many of you added some additional thoughts and comments. It was a pleasure to hear from so many of you - and and to those who didn't receive a reply from me, please accept my apologies.

Here are the questions and the results:

1. I'm a copywriter - 26%

2. I'm not a writer, but am responsible for copy and content where I work - 16%

3. I'm a one-person online business, and want to learn more about copy - 30%

4. I'm a marketing person, and want to know what my copywriters are up to - 4%

5. Other.................. - 24%

'Other' included a designer, an international tax lawyer, a business coach and an SEO consultant.

That's a pretty good mix of people. I'm glad that we are not all copywriters, or all small-business owners. A broader mix makes for more varied opinions.

This issue's survey isn't a survey at all. It's a contest. Some of you may recall the days when I wrote the Forkinthehead newsletter. One time we ran a limerick contest. The only rules were that the limerick had to be about the Web and had to include the word Fork. We had some terrific entries, including this one from Jim Rosenberg.

O Fork, you inspire deep dread
How many poor souls have you bled?
Yes, a website should work
But, dear Fork, must you lurk
Then savagely lodge in my head?

Now it's time for the Excess Voice Limerick Contest. The prize? A signed copy of my book, of course! See the 'Survey' section at the end of this issue for the rules of engagement.

Until next time,

Nick

>> Feedback: nick@nickusborne.com

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ARTICLE: FOCUS ON *WHAT* YOU ARE TRYING TO SAY.

"If you could give me only one piece of advice, what would it be?"

I was asked this question by an aspiring young copywriter the other day, and I didn't hesitate with my answer.

"Focus all your energy on figuring out WHAT to say. Get that right and everything else will fall into place."

Deciding on WHAT to say sounds easy, but rarely is.

The first step is to write or print the following on a small square of card or paper:

"What is it that I am really trying to say?"

Step two is to stick that note on the wall in front of you.

When you concentrate on the 'what' of the message, it makes you start asking a lot of the right questions.

For instance, to know what to say, you really need to understand your audience. What message would best connect with that group?

(If you don't know who you are talking to, how on earth do you know what to say?)

And you need to understand the purpose of whatever you are writing.

If you are writing an email, for instance, you need to be very clear about the desired outcome of the email. It is to inform or to sell? If its purpose is to sell, are you trying to make the sale within the email itself, or is the purpose of the email simply to drive people through to a particular landing page?

Are these cold prospects? Or are you upselling existing customers?

The questions go on and on. And each of them needs to be answered before you can finally see clearly, in your mind's eye, what it is you are trying to say.

Then it's time to start writing - and to stay focused on WHAT you should be saying. Every copywriter will feel tempted to start playing around with HOW to express that message. Most of the time, this is a bad idea, as it takes your attention off your audience and turns it inwards upon yourself.

Whatever you are writing, the outcome should never be to please yourself, your peers or an awards committee. You are not being paid to express your keen wit and showcase your writing talents. You are being paid to articulate the right message in a clear and simple manner.

When you are done your first and second drafts, and feeling pleased with yourself - look back up at that square of paper on the wall.

"What is it that I am really trying to say?"

Now look back at what you have written and be brutal in judging how well, or poorly, you have answered that question.

>> Feedback: nick@nickusborne.com

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RESOURCES/BOOKS: THE COPYWRITER'S BIBLE

I quote liberally from the Copywriter's Bible in my book. It's a great resource, and a terrific source of inspiration for copywriters. This isn't a how-to book.

Instead, it profiles the work of leading copywriters from the last 20 years and asks each writer for their views on the craft of copywriting. It's fascinating to gain some insights into how these copywriters approach their work and how they feel about what they do. Well worth the investment.

http://www.amazon.com/exec/obidos/ASIN/2880465931/nickusborneco-20

This issue's Resource Links:

- The FutureNow Email Marketing Resources and Glossary page

Do you have or know of some useful online resources for copywriters? Let me know at nick@nickusborne.com

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SURVEY: WHO WRITES THE BEST LIMERICKS?

Welcome to the Excess Voice Limerick Contest. There are just 2 rules.

1. Your limerick must somehow touch on the subject of copywriting online.
2. The very last word of your limerick must be either 'excess' or 'voice'.

The winner get's a signed copy of 'Net Words', plus the pleasure of seeing his or her limerick in the next issue of this newsletter.

That's it. All entries in by Friday, March 22 please.

I get to do the judging, and my decision is final. All bribes gratefully accepted.

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