A Copywriters Rant: Either You Get it, Or You Dont

Today I am having a rant inside of my own head. Woo hoo, the copywriter is losing it again! Maybe.

Maybe not, though. I like to think that these internal mini earthquakes I have are the root to a more productive mindset. Are you a copywriter, too? Then you probably share my angst. Let's work this one out together.

Here it is. I have the pleasure of chatting with many marketers who go through the swinging door of my freelance business. I've come to the conclusion that they either get it, or they don't. Meaning, they get my drift, my style, my meaning. And if they don't get it, all the articles and advertising concept pitches in the world aren't going to make them see it my way.

I will give you an example of people "not getting it." Maybe you can relate.

A client comes to me with some fairly dull website copy. He says, "We want to totally rework this to be more edgy, like the Vitamin Water website." So I go to Vitaminwater.com. What I see is some MAJOR edgy web copy. It's so edgy, it's bordering on blasphemous. Seems the Vitamin Water people are drinking that stuff to purify their dirty little souls. Go there, you'll see what I mean.

So this client of mine then occupies most of my New Year's week with his grandiose plan for the copy overhaul. I give him a little edge, but tone it down because the Vitamin Water site is a bit much for what he sells.

Guess what happens? He cuts our contract short and then takes his site down for "the big relaunch" doing whatever he did after we parted ways. After SIX MONTHS, he then puts up a new version of his website that's NEARLY IDENTICAL to the old one!

That dude did not get it. He loved someone else's bawdy concept, but failed to realize it wasn't what HE wanted for his own business. And then he had some kind of freakout I guess, and decided to go "back in the box." The guy spent six months of his time and hard-earned money to figure out he didn't really want to do what he thought he wanted to do. What a shame.

Copywriters encounter people like this all the time. Whether you're freelance, small agency, in-house or Madison Avenue, at least half your clients will ask you to create something specific for them, when deep inside that's the exact opposite of what they really want. But still, you go through the painful motions, all the while knowing that you're not being "got" and this is not going to work out.

So, why do it then? Why keep TALK TALK TALKING all this marketing hype, target-audience, blow-sales-through-the-roof power copywriting? Why the articles, why the networking, why the fever?

Because eventually, you will find someone who DOES GET IT. And when you do... oh, the ecstasy! Damn, but there's nothing like the joy of creation with someone, or better still a group of Someones, who are of the same mental mindset.

Advertising is a little like your relationships. You may go on fifty-five dates with 13 different people, and each one manages to get under your skin somehow. All seems hopeless. You think you're an island. Then along comes The One.

What? Instead of bickering, boredom or tension, you can actually find peace, harmony, great conversation and big thrills with someone on this planet who likes you for you? Amazing. That can happen in your advertising and marketing endeavors, too. It's utter synergistic bliss. It's a natural high, and it's the reason for all of this fuss in the first place.

Okay then, how do you find this elusive promised land? How will you ever love and be loved in this big, hopeless world of clashing wills and big egos and impossible marketing dreams?

You have to get out there and let yourself be found.

To all of those new-agey people out there who like to go off about the Laws of Attraction in Advertising? I feel you! I hear what you're saying, and you're totally right.

Just put yourself out there and do what you do best... and someday, someone is going to come knocking who GETS IT. And that, Copywriter Friends, is what I call NIRVANA.

Rant over. Peace out.

Copyright 2005 Dina Giolitto. All rights reserved.

Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Wordfeeder.com for free tips on branding, copywriting, marketing and more.

---

7 Big Ticket Copywriting Secrets I Learned from Ted Nicholas

I recently sponsored and attended Joel Christopher and... Read More

How Your $2-an-Article Ghostwriter is Like a Cheap Pair of Pants

Web marketers: have you figured out that article marketing is... Read More

10 Eye Popping, Jaw Dropping Ad Copy Secrets

1. Use a hand written letter on your ad copy... Read More

Give Me $1 And Ill Have A Powerful Marketing Weapon

One of my most powerful marketing weapons costs me less... Read More

Copywriting 101: Exclamation Point, Friend or Foe?

My name is Ann and I'm a grammar geek. There,... Read More

How To Take Your Freelance Writing Chances

Your initial freelance writing assignments are the best way to... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More

Working on the Internet: Role of Proofreading and Copy editing OnLine

When one is in a creative state, rarely can one... Read More

No-Holds-Barred Conversation with Dan Lok - Part 1

Question: If you were starting out and had no references... Read More

Why Your Advertising Copy is not the Most Important Part of Your Ad

If you own a shop in the middle of the... Read More

Organizing Your Data to Write Better Copy

Last quarter I talked about interviewing / gathering data. So... Read More

Working With a Freelance Editor

If you are interested in creating information products, you will... Read More

Getting Paid for Your Articles

If you've been writing web articles to help promote your... Read More

Five Tips for Writing Eyeball-Grabbing Headlines

If you made it this far, the headline for this... Read More

A Copywriters Rant: Either You Get it, Or You Dont

Today I am having a rant inside of my own... Read More

Lapsed Donors: How to Write a Fundraising Letter That Wins Them Back

Your definition may differ, but I define a lapsed donor... Read More

How To Become A Freelance Copywriter In New York

As a freelance copywriter in New York, your work is... Read More

More Insider Secrets to Great Copywriting - Judging Your Target Market

This week we're going to reinforce the training that Recruits... Read More

How to Write a Sizzling Sales Letter, Part 1

When you sit down to write a sales letter to... Read More

Copywriting Makeover: Making An Emotional Connection - Part 1 of 2

One statistic shows that over 80% of all buying decisions... Read More

Writing Copy for Voiceovers

As with any of the performing arts, an effective voiceover... Read More

How Cliffhanger Paragraphs Capture Readers

About 50 years ago, movie serials kept theater crowds coming... Read More

Five Steps To Online Copywriting Success

One of the most important priorities of evey online business... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing... Read More

Do You Make These 5 Mistakes When Writing Sales Copy?

Writing copy has sometimes been compared to an "art." While... Read More

The Secret to Web Copywriting Gurudom

Have you seen those copywriting gurus, working it on the... Read More

Why Copywriting Is The Secret To Your Online Success

Over the last decade, the number of companies selling their... Read More

How Not to Write a Press Release

Several years ago, when I was working for an agency,... Read More

Steps to a Writing an Effective Press Releases

Want to get the most media attention and spotlight for... Read More

10 Things You Should Expect From Your Website Copywriter

As websites and electronic commerce are becoming more and more... Read More

The One Word Every Prospect Craves

It's arguably the most important word in the copywriter's arsenal.... Read More

Are You Making These Press Release Mistakes?

You've done it. Gotten that press release written. Now you're... Read More

Dont Be Satisfied With Your First Draft

Sometimes it's a struggle to figure out what's the best... Read More