What separates good writers from great writers is the ability to create multiple variations of an idea, concept, or sentence and then choose the best one(s) to implement into a piece of content.
In the age of content overload, being able to generate dozens and dozens of pieces of content on a single subject is a gift.
If you’ve got a knack for creative writing and love to write, you could easily rack up a considerable amount of copywriting sample material for free using a little bit of ingenuity and some of the free sample text available online.
How? Let’s examine the process.
Find Your Voice
In the age of content overload, everyone’s got something to say, and saying it well is a great way to attract potential customers and gain credibility. Finding your voice is an important part of any content marketing strategy.
Your voice can be your own unique personality or your ability to communicate in a way that rings true with your target audience. It can be an interesting mix of both but, at the end of the day, it’s what makes you different and, hopefully, appealing to your target audience.
For copywriters, your voice is your ability to craft compelling narratives that compel readers to act. It is your ability to craft language that pulls the reader in and makes them eager to learn more. Finding your voice doesn’t mean you have to write in the same style of someone else (which can often be cited as a reason for creative writing degrees), but it means you should actively seek out the language and writing styles you most naturally fall back on when speaking and, whenever possible, incorporate them into your work. This will greatly enhance your credibility as a writer and boost your overall effectiveness as a content marketer.
Diversify
The best writers can’t be confined to one topic and are constantly searching for ways to experiment and express their individuality within the structure of a piece. They find ways to break out of traditional word counts, use unique vocabulary, and experiment with different structures and sentences to tell their story. These are all techniques that can be used to make your writing more effective and grab the attention of your target audience.
The best copywriters know how to write multiple drafts of a piece, continually rewriting and editing until the piece satisfies the highest standards while still keeping the integrity of the original idea. Diversifying your writing means using these techniques to tell a different story, inside or outside of the text of your document.
For example, you might want to write a business plan for a major corporation but, within that narrative, you could easily weave in a section about a celebrity culture that your target audience is heavily invested in.
Adapt
The best writers know how to write with the best possible language, incorporating words and phrases that convey the essence of their idea while avoiding overuse and reducing the chances of their material being considered spam. They constantly test out new words and phrases on themselves and their friends, colleagues, and family to see how they perform in real life and then incorporate these results into their work.
Being able to adapt to new situations, technologies, and environments is a must for anyone operating in the digital sphere. Being able to adjust to changing circumstances and the evolving needs of your audience is vital to long-term success as a writer. Keep this in mind when writing new content and make sure to test out new wording on any piece of existing content you may have. The ability to adapt will greatly contribute to your professional growth as a copywriter and increase your overall appeal to a broader audience.
Create
The best writers know how to take a momentous life event and turn it into a meaningful story that will engage and persuade the reader. They have a talent for distilling information down into bite-sized loads of compelling content.
Your story doesn’t have to be huge to make it count. Your momentous life event could be something as simple as getting a new job or selling your product at an outstanding price. Whatever it may be, your story is something you’ll be able to call your own; it will be a triumph that you can be proud of.
Being able to create content means being able to take your chosen topic and turn it into an engaging story that holds the attention of your audience. The best storytellers are able to craft narratives that compel readers to act and make decisions in favour of the story’s protagonist. When crafting your story, keep in mind that the best ones are able to make an event or object seem larger than it actually is by using just the right words and the right amount of repetition. The key is to find a way to make the event personal. This is often done by weaving in the life experiences of the author. Your story should not only interest, entertain, and persuade the reader, but should also make them think about the issues you’ve raised and, hopefully, in a way that will lead them to act. Your story doesn’t need to be a novel, it just needs to be something that’s interesting and engaging enough to hold the attention of your target audience.
To put it simply, good copywriters are excellent writers who can also become effectively bilingual and who are constantly searching for ways to experiment with the structure and language of their writing.