It’s tempting to think the quality of the copy we write is determined in large part by our ability to write a decent sentence.
We’re wordsmiths, right? That’s the foundation of what we do. We have to be able to put together a sentence that works and makes good sense. We need to understand the basics of grammar.
So my heart sank when I was reading a homework assignment that came across my desk last week. (I’m running a training program right now, and the students submit assignments.)
From the very first sentence it was clear that English was not this writer’s first language.
So… I immediately assumed I was going to have trouble finding something positive to say about his work.
Ha! As is the case with almost all assumptions, I was dead wrong.
It turns out his submission was outstanding.
First, he followed the brief, missing nothing out.
Sounds like a no-brainer, but of the submissions I have received so far, not all have been precisely on brief.
Next, he picked up on something I placed in the brief… but didn’t emphasise. I mentioned it – without emphasis – just to see who would see it and run with it.
This guy did.
Actually, he not only saw it, but he developed the idea way beyond my own thinking.
That was a hallmark of his submission – taking everything I said several steps further. Way beyond what the brief asked for. Way beyond what was actually needed. But he did it anyway.
For example, in the briefing I mentioned the company would be inviting people to attend a webinar. That was it. I didn’t say a word about what the webinar would be about.
But this guy did. He imagined it, created it in his mind. Then he described it, building its value with a series of bullet points.
The result was that his copy had amazing pace and energy. He had imagined the company and its product to the point where it felt real and alive.
In fact, the copy was so compelling I stopped noticing the minor bumps in the road that, on a second reading, reminded me that English wasn’t his first language.
So what should he do about that? How can he get past those minor glitches in the English language?
Easy. He just hires an editor to take a quick look at his copy before he submits it to the client.
Make no mistake, this guy is an outstanding copywriter. And I think he’s fairly new to the game. But he has a lot of raw talent.
Beyond that… he puts in the work.
What does this all mean?
It means writing great copy isn’t about being able to achieve perfection in writing the English language.
It’s about paying close attention to the brief.
It’s about understanding what the client really needs, who his or her customers really are… and how to please them all, in spades.
It’s about digging deeper, working harder and using your imagination.
And finally, it means writing a page of copy that is carefully structured and paced, rings true, and leaves you feeling engaged, included and ready to take the next step.
Really. It was a great piece of work.
If you found this post helpful, sign up for my e-newsletter and get a free copy of my 35-page guide…
Writing For The Web #1 — 7 Challenges every Writer and Copywriter faces when writing for the Web.
Sign up and I’ll send you the link for the download, and then you’ll receive my most recent post as part of my e-newsletter every Tuesday morning.
(Your email address will be used only for the purpose of sending you this newsletter, and you’ll be free to unsubscribe at any time.)
Nick, this article is so inspiring. Teaches such a marvelous lesson also. I will look at assignments now much more thoroughly. Believe I have been too “inside the box”.
Thank you for this!
Barb
I am just realising that you seem to have abandoned the paragraph.
LOL… I abandoned the paragraph a LONG time ago. : )
Hi Nick,
I’ve taken a couple of your classes through Udemy and AWAI and have been getting your newsletter for about six months. As a relative beginner, I liked this article the best so far. I liked it because it described the behavior of a good copywriter and what set him apart from his classmates. I’m fairly new, so it’s so easy to get lost in the words and miss the approach and the imagination that this guy displayed so well. Thanks for writing this, it was really helpful.
I’d love to see the assignment and his response, if you and the student would agree. If not, I understand that it’s his and yours and I’m not a part of your class. Maybe you could include it in future classes.
Thanks,
Theresa Taylor
Hmmm… can’t really share, as the class members all paid to be part of that group. But I’m glad you got some value from the post anyway.
Hi Nick,
I’m glad I came across your post on Twitter. It reminded me of something I’d been thinking about for a while after having worked as a proofreader for a few years. My coworkers and I dreaded working on an op-ed by a regular contributor who couldn’t finish an idea to save his life. Proofreaders and editors can fix grammar and spelling, and they can even help with structuring ideas better. But ideas –good ideas– need to be there in the first place.
As a native Spanish speaker and a new copywriter, I work consistently on making my writing more natural. But your post is a reminder for me to keep working on developing newer, more original ideas, as well.
I’ve subscribed to your newsletter, by the way.
Thanks for the post!
Cecilia
Cecilia, I’m glad you enjoyed the post. BTW – from what you have written here, it seems to me your English is just fine! But like you say, much of the real value lies in having and sharing good ideas. Thanks for the feedback. Always appreciated. : )
Hi Nick–
And to your point, even being too wordsmith-y can distract from or dance around good ideas. And it’s certainly not a substitute for having them in the first place!
Thanks so much for sharing this important concept. Hope your day is good.
Steve
Hi Nick,
What an excellent article! As a fellow copywriter and teacher, I seek talent and hard work in my student’s craft. Your post is a reminder that they need to give their best and for them to keep working on their arts!
This is truly inspiring.
Christopher Melotti
Melotti Media Copywriting