Writing Copy in Your Client’s Voice: A Humorous Take on a Serious Art
Once Upon a Time in the Land of Copywriting…
Picture this: You’re a copywriter, fresh-faced and eager, ready to conquer the world with your words. You’ve read all the books, completed the Gary Halbert 30-day copywriting challenge, and you’re feeling pretty good about yourself. But then, you’re faced with a task that sends a chill down your spine: writing copy in your client’s voice. Suddenly, you’re not so sure of yourself. You’re like a chameleon that’s forgotten how to change color. But fear not, dear reader, for I have a tale to tell that might just help you out.
The Tale of Brian Kurtz and the Mysterious Copywriter
Our story begins with a man named Brian Kurtz, a titan of direct response marketing. One day, Brian decided to launch a sales letter for his event, Titans of Direct Response. He wrote an 8-page sales letter, but alas, it never saw the light of day. Instead, a mysterious copywriter swooped in and transformed it into a 45-50 page masterpiece.
Now, here’s where things get interesting. Brian’s good friend, Paris Limpropoulos, an A-list copywriter, called Brian after the sales letter was launched. Paris, known for his brutally honest feedback, was ready to dissect the letter. But to his surprise, he found himself complimenting Brian on his writing skills. Little did he know, it wasn’t Brian who had written the letter, but our mysterious copywriter.
The Secret Sauce: Storytelling
So, how did our mysterious copywriter manage to fool even an A-list copywriter like Paris? Well, the answer is as simple as it is profound: Storytelling. Yes, you heard it right. Not some arcane copywriting formula, not some secret language technique, but good old-fashioned storytelling.
Our mysterious copywriter didn’t just write copy; he captured Brian’s voice by extracting stories from him. He interviewed Brian, asked him questions, and got him to share his experiences. He then took these stories, reworked them, and voila! He had copy that sounded just like Brian.
Lessons from the Story
So, what can we learn from our mysterious copywriter? First, forget about trying to write copy like a copywriter. Instead, focus on capturing your client’s voice through their stories. Interview them, ask them questions, and get them to share their experiences. Then, take these stories and rework them into your copy. It’s like being a ghostwriter, but instead of writing a book, you’re crafting a sales message.
Second, don’t be afraid to go long. Remember, our mysterious copywriter turned an 8-page sales letter into a 45-50 page masterpiece. Sometimes, more is more. Especially when you’re telling a story.
Final Thoughts
So there you have it, the secret to writing copy in your client’s voice. It’s not about mimicking their style or tone; it’s about capturing their stories and experiences. It’s about being a good listener and an even better storyteller. And remember, as our mysterious copywriter showed us, sometimes the best way to sound like someone else is to let them do most of the talking.
Now, go forth and conquer the world of copywriting. And remember, in the wisewords of Mark Twain, “The secret of getting ahead is getting started.”
Epilogue: A Spark of Epiphany
As we close this chapter, let’s take a moment to reflect. We’ve laughed, we’ve learned, and hopefully, we’ve gained a new perspective on the art of copywriting. But let’s not forget the most important lesson of all: Copywriting is not just about selling a product or a service; it’s about telling a story. It’s about capturing the essence of a person or a brand and conveying it in a way that resonates with the audience. So, the next time you’re faced with the daunting task of writing copy in your client’s voice, remember our mysterious copywriter and his secret weapon: Storytelling.
And with that, dear reader, I bid you adieu. Until next time, keep writing, keep laughing, and keep telling stories. Who knows, you might just be the next mysterious copywriter to fool an A-list copywriter like Paris Limpropoulos.
Remember, in the world of copywriting, the pen is mightier than the sword. So wield it with wit, wield it with humor, and most importantly, wield it with your client’s voice. Now, go forth and write copy that sells, but doesn’t sound like it’s selling. After all, isn’t that the ultimate copywriting paradox?