Here’s a short one, but an important one:
When we’re writing copy for our clients, it can be tempting to view the project and your copy through your own perspective.
After all, that’s the perspective you’ve been viewing things from for your entire life, right?
But, when you can’t escape your own perspective, you’re doing your clients—and your career—a disservice.
If you’ve ever looked at a product or service or ad and thought “As a man/woman/gender type/ethnicity/age group/socioeconomic group member I would never…” you’ve gotten trapped in your own viewpoint.
It may be true that YOU would never, but that doesn’t mean that this product or service isn’t valuable to people who aren’t exactly like you. Your perspective isn’t the only perspective and it also isn’t necessarily the right one.
As a copywriter, when you don’t understand that perspective—the way of viewing the world that is held by the target audience you’re trying to reach—it’s up to you to LEARN that perspective.
And it’s also up to you to avoid stereotypes, since those come seeing the world through just your own eyes, too.
Remember that copywriting is not about writing as you—it’s about so deeply understanding your client, your client’s offerings, the target audience, and the needs and wants of that unique target audience that you write in a way that connects all of that together.
“I don’t get it” or “I would never” doesn’t cut it as a copywriter, because it’s not about you.
Your turn! Have you ever had a project that challenged you to view things from a new perspective? How did you do it? Let me know in the comments below.