At the start of my journey as a copywriter, I was taking online classes, sitting in on seminars, and watching as many resources as possible. During this process, I remember one thing distinctively being mentioned:
“To become a better copywriter,
you must read more and write more.”
That was the main thing that stood out to me. I haven’t truly loved reading for quite some time – I speculate that it was the mandatory scholastics of university – but over the last 8 months, I’ve begun every day with a book and a coffee. I have rekindled my love of reading once again.
The smell of opening up a fresh book, and hearing the spine crackle just slightly, has become a sensory treat… I guess it’s accurate to call it “sensual” – sew nawtee.
Ranging from James Baldwin to Sun Tzu to Naomi Klein, the importance of seeing various writings, exhibiting various techniques and styles, has become a simple daily ritual that I can’t foresee leaving my life anytime soon.
Absorbing the way they use writing tools (ie. cadence, metaphor, hyperbole, etc.) to deliver their messaging, has made me a better writer. I’m studying without studying and I know that I’ll ultimately bleed what I feed. That is, all the information that I consume will disperse onto everything that I produce.
And to fortify these lessons, I write.
The key here is not to force it but rather let the words flow. If your writing isn’t relatable or genuine, it won’t resonate with anyone.
Resonation is beyond important in copywriting and poetry. In Sullivan and Hoche’s “Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads”, they mention (and I’m paraphrasing) if no one can relate to your ad, it doesn’t matter how creative or intelligent your copy is – it won’t sell.
This foundation can only be established by having your ear to the ground, and understanding the best way to display your message. And to do this, you must read and learn.
There are no cheat codes to getting better. Surround yourself with content that you strive to produce and keep on writing.