Cristian
Level X3
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Today I read a great book about becoming a great copywriter, the book is not available in English but its one of the best most clearly structured piece of content I ever read on this subject.
How do you become a great copywriter? A good point was made about studying people and how the interact with products.
As a copywriter the product "brief" giving to you by the client is everything, but a lot of the time the client has no idea how do write and answer proper product brief related questions and it's up to you to ask the client all the details he is not sharing out of various reasons. Along asking a lot of questions the copywriter must have a keen sense of studying people and products.
The writer of the book gave a great example in this direction: at one point he needed to sell a new brand of milk but failed to properly understand what "benefits" this new product can have over more popular competitors.
The client left out one important piece of information: the fact that his milk wasn't created using UHT (Ultra-high temperature processing) technology, the client saw this as a disadvantage because his milk spoiled faster than UHT milk so he didn't mention this to the copywriter at first.
You might be tempted to categorize this milk as a "bio" or "natural" product but "bio" products are often more expensive and this milk was cheaper than UHT milk. Also "bio" products are a niche thing, the number of clients seeking these type of products is limited and even more limited in the market the copywriter needed to sell in.
So he went to the supermarket analyzing what and how people interacted with similar products. He noticed how somebody dropped a bottle of soda for a fresh juice even though the juice had an expiration date of just a few days.
And just like that, he understood the category and the power word of the new milk: "Freshness".
This may be a small example but I think it teaches us a powerful lesson. If you want to be a successful copywriter sometimes you need to go out there are study people, understand their needs and what makes them take certain decisions!
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idealmike
But you strike a good chord and it's a way of thinking outside the box that makes a copywriter a good copy writer. It's not so much about juggling words as it is also about researching the very words or content pieces that you're juggling!
But this is why it pays see to keep your friends close, but your enemies closer! Not just enemies but your rivals and competitors. To fully know and understand their products, services and movements and why their customers, clients and buyers use them.
That way you'll understand what it is about their products or services that makes people buy it which you can use as knowledge to put into your own advertising and promotion and marketing campaigns to make your product, service or business standards stand out from the rest!
That's how I see it anyway and is fair conclusion to make right?
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