I'm Not A Writer... I'm A Copywriter

Janet Frame was New Zealand’s most distinguished writer, with at least 20 major works to her name.

Her works ranged from novels – to collections of short stories – to even a children’s book. She won the 1989 Commonwealth Writers Prize for one of her books, was made an honorary foreign member of the American Academy of Arts and Letters, was made Honorary Vice-President of the New Zealand Women Writers’ Society, and received honorary doctorates from two New Zealand Universities. Shortly before her death, she was even predicted to receive the Nobel prize in literature.

She was, by all counts, a remarkable writer.

Interestingly though, she didn’t really think of herself as a writer at all. She said, "I am not really a writer. I am just someone who is haunted, and I will write the hauntings down."

That’s an interesting philosophy. And even if you’re not “haunted,” it’s something worth considering. Especially if you’re a copywriter.

As a copywriter, you really shouldn’t get distracted by seeing yourself as a “writer.”

Personally, I write every day. I work on copywriting projects… I journal… I write articles… I write in my blog… I write in other peoples’ blogs… etc., etc.

Still, I don’t think of myself as a writer. I have a message to communicate and writing just happens to be the best way for me to communicate it. But if writing failed as a way to communicate what I need to communicate, I would quit. I don’t write for the sake of writing.

And if writing did fail, I don’t think I’d be the only one to quit.

It’s just a guess, but if you were to take a poll, I think you’d find that a good deal of the top copywriters would agree with me.

Why?

Because most good copywriters aren’t writers. They’re salesmen. Expert marketers. The only reason why they write is because writing works well as a vehicle for selling and they’re at least capable of basic writing.

And remember, focusing on the writing can actually hurt your ability to write copy. It’s too easy let rigid grammar and boring language completely ruin your copy – and your chance of making the sale.

Instead, concentrate on selling. Concentrate on connecting with your prospect. Don’t worry so much about your actual writing – as long as it’s crystal clear and communicates what you’re trying to communicate.

Yes, I know it’s a cliché, but the best way to write is to write like you talk. Like you’ve doubtless been told so many times before, write as if you were sitting in an informal setting… Talking to the prospect one-on-one. Face to face.

That’s when true “selling to the heart” comes through the strongest… When you eliminate the rigid boundaries that “writing” creates.

Forget about trying to be a “writer” – it doesn’t make for better sales copy. Don’t write just for writing’s sake. Lose the witticisms. Focus on the message. Meaning that if you’re a copywriter, you should focus on selling the product! That’s your primary goal.