If you’re a student of copywriting, you’ve likely come across various experts promising to share their secrets to success.
A lot of these promises come in the form of methods, templates, roadmaps, strategies… and so on.
In other words, “Follow this proven process and you’ll be a super-successful copywriter. Six figures and beyond!”
Get the book, course or coaching program, and you’ll have access to their amazing, super-powerful, 10-step method.
I’m not saying these “follow-the-process” methods don’t ever work…
But they’ve never really worked for me.
As I look back at the most successful projects I have written over the last few decades, not one of them relied on any kind of process, template or method.
But they did all have one thing in common…
My own secret to copywriting success is…
And that’s pretty much it.
I do my best work when I’m ridiculously excited about the project.
Maybe you’ve seen me at one of my high-energy moments… on a stage or on Zoom.
I become weirdly intense. Disproportionately excited. A diagnosis waiting to happen.
That’s when I write my best copy, because that’s when I’m able to pump a huge amount of positive energy into my writing.
That kind of energy is irresistible. It compels attention. There’s no ignoring it.
People keep reading… and then a good number of them say yes to whatever it is I’m asking them to do.
How to get into that kind of positive energy mindset.
There is no magic process. No easy button.
But I do know this…
If I want to get into this kind of mindset, I have to really like the product or service I’m writing about. I need to find it super-interesting. It helps if I really like the client too.
For projects that don’t excite me in quite such an intense way, I’ll do my usual, professional work. I’ll always do the best work I can.
But for my very best work… I have to feel that pressure of positive energy building and building, until it finally bursts out, and finds expression in my writing.
Might this work for you too?
I bet it could.
Seek out the kinds of projects you think you’d truly enjoy.
Look for project types that get your juices flowing. Approach prospective clients you REALLY, REALLY want to work with.
Then put all that positive energy to work.
Taking one step back…
Don’t get me wrong. I’m not suggesting you ignore the basic principles of structuring a strong page of copy or content.
You still need a solid beginning, middle, and end.
You still need that framework.
But it’s what you add on top of that framework or template that creates the magic.
It’s the energy you share with your readers that brings your page to life.