Article for Copywriters: By the Process of Elimination

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September 2002
Issue # 15

In this issue:

>> Intro: Depression and Speed (No, not THAT Speed)
>> Article: At Peace With Self-Doubt
>> Survey: Has Writing 'Faster' on a Monitor Reduced the Quality of our Copy?

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Greetings,

In the last issue, I asked how you coped with working through times of depression or personal crisis. The range of replies was fascinating. First, just about all of us have had to work through tough times. It seems that few of us are blessed with a life that is free of tragedy or depression. As for how people cope with working through these hard times, here's a sampling of some of the feedback...

- Writing is my salvation
- I was comforted by my faith
- I think focus is the key
- I organize my work to a greater degree than usual
- Being productive helps alleviate my sadness
- My work is a welcome "safe" place
- Writing the first draft drains the emotive energies out of me
- Mindmapping, 'To Do' lists, decision-making
- Deadline be damned. Sometimes I put myself first.
- I break things down into manageable pieces
- I find it easiest to write through those depressing times
- I always wait until I'm feeling better

Perhaps you'll find some advice in that list that resonates for you. Something to try, next time you face hard times.

Moving on to another subject altogether - I have a completely different question for you in this issue. As background, and if you have time, you may want to take a quick look at an article I recently co-wrote for MarketingProfs.com.

http://www.marketingprofs.com/perspect/uh3.asp?s=h

My contention is that the arrival of easy-to-use word processing technology (way back when), had a negative effect on the quality of copywriters' work.

Put briefly - writing in 'Word', or the application of your choice, makes it too easy to write quickly. Yes, we can produce a beautiful looking draft more quickly than we could with a pen or typewriter. But can we write WELL any more quickly than we could before? Has technology fostered unreasonable expectation among our managers and clients? And has it made us sloppy in our own craft?

Until next time,

Nick

P.S. Time is running out to sign up for my sessions at the User Interface Conference in Boston. See 'Self Promotion' below...

>> Feedback: nick@nickusborne.com

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>> Self Promotion <<

Listen to Nick Usborne Speak at:

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Tuesday, October 15: 90 Minute Presentation
'After They Arrive - Using Strong Copy to Engage and
Hold Visitors Online'

Wednesday, October 16: Full Day Seminar
'Writing Great Online Copy'

As an 'Excess Voice' subscriber, you will save $30 on a one-day
registration, or $150 on a four-day registration.

To claim your savings, type in this code on the registration form:
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ARTICLE: AT PEACE WITH SELF-DOUBT

I've been copywriting for a long time. I have enough awards and control-beating results under my belt to fill me with self-confidence.

So, am I always confident in my skills as a copywriter?

No, I'm not.

At times, I'm filled with self-doubt.

You'd think I could maintain a commanding presence in a client meeting. And most of the time, I give a pretty solid impression of being absolutely confident in my abilities and recommendations.

But things aren't always that cut and dried.

When a twenty-something management trainee asks me, "But, are you sure that yours is the better approach?" That's a tough question.

Everyone wants me to say, "Yes, I'm sure." They pay me in the expectation that I am sure.

But the truth is, I'm rarely sure.

The results from every piece I write - when I have access to results - always surprise me in one way or another.

Also, I am always learning, always making adjustments to writing 'rules' that had served me well for years.

And yes, I also try to listen to twenty-something management trainees.

Chances are, they'll know something I don't.

My inability to be absolutely sure about myself as a copywriter used to trouble me. But not any more. Now, I feel pretty relaxed about it. And I feel a lot more open to learning.

I can even look across the table at a client, with a smile on my face, and say, "I have absolutely no idea. Let's test it and see what happens."

>> To browse the many articles on my site, go to... http://www.nickusborne.com/articles.htm

>> Feedback: nick@nickusborne.com

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SURVEY: HAS WRITING 'FASTER' ON A MONITOR REDUCED THE QUALITY OF OUR COPY?

Word-processing software enables us to get words onto paper a lot faster.

Has our addiction to speed tempted us to write faster, but at a cost to the quality of our writing?

[ ] Yes
[ ] No
[ ] Makes no difference

Comments:

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