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.
Thank you for this “perspective”. You put this wise advice in such a simple way of understanding how to start this new career path I’ve chosen. It’s literally only been a couple days that I’ve discovered copywriting. I’ve always loved to write but never thought twice that I could actually make a possible living doing it. I’m of course in the very early stages of doing my research and trying to learn all I possibly can about it. I initially thought I’d have to put all this money into taking courses, and I was close to dropping 2 grand because based on what I read and watched thus far, I was so ready to finally invest in myself. But I’m glad to not have been so impulsive, and to first give a little due diligence to a field I knew nothing about. I often get so excited about so many different things in life and jump into too many things at once, but ultimately never really stick with it. I’ve lived my life like this for far too long, but as I enter my 30’s I’m choosing to finally grab hold of the reigns and take back some control. This article is one of many I’ve read, and although I’m thankful for the different ones I’ve read and it’s taught me quite a bit already, yours is the only one I felt compelled to comment on. I know i have so much to learn, but I’m so excited for this new journey! And I thank you for being apart of that journey! Look forward to diving into more you have to offer.
Hi Stefani,
I’m so glad you found this helpful —and I’m so flattered that it’s the first article you’ve commented on! It really is an exciting journey. There’s some work ahead (and of course there is, right? It’s a whole new career!) but it’s absolutely worth it. There’s a reason I’ve stuck with this business for 15+ years. 🙂
Thanks for commenting!
Nicki