Every writer has a comfort zone of topics. However, the moment we are pulled from our cushy dens and asked to write about something unfamiliar, it can feel like we’ve been stranded at sea.
The ability to masterfully write about anything is a dream that most copywriters salivate over, but for anyone who isn’t a prodigal wordsmith, it can be easy to lack confidence in our copy. If you’re looking to become a more well-rounded writer (with the bravado to boot), read on…
Reaping the research
Any skilled cliff diver knows that it is critical to find out about the depth of the water and the presence of any potential hazards before making a dive. Trying to write without any background information would be like diving in blind – not only do you risk writing something factually incorrect, you are also gambling with your reputation and career.
While a quick Google session is definitely useful to help you get your bearings, taking the time to research a topic thoroughly will allow you to build a stronger and more well-supported argument. Resist the urge to take the first thing you click on as the indisputable truth. Just because something is listed on the first page of Google’s search results does not necessarily make it true – it could simply be a case of clever SEO manipulation! Read through the first few links, and ask yourself whether the content was well researched and supported by references. If you’re unsure, it’s best to avoid using that source until you’ve had time to properly fact-check some of the more dubious claims. It’s well worth it to spend the extra time making sure your information and grasp of the subject are correct.
If you find that research provides false information, avoid presenting cherry picked information just because it’s convenient for your argument. In this day and age where everyone has access to the same pools of data, it only takes one bored sceptic to rip your “facts” apart on social media.
Lastly, remember to cite your research as you write! Unless you’re a leading expert in the industry, readers will likely treat any uncited articles as glorified opinion pieces. You may have an incredible story with arguments that effortlessly capture emotions, but without clear facts to back it up, how can anyone be certain that your story is trustworthy?
Curbing the perfectionist attitude
Any copywriter who is passionate about their work strives for perfection. But have you ever written a sentence and then brooded over it for far too long? From self-doubt to frustrating thoughts on how to improve it, negativity can cripple your ability to write.
To avoid writing meltdowns, Grammarly recommends every first draft to be cranked out in one fell swoop – that means having the discipline to keep writing until the end without rereading or editing any of the earlier sections. Saving time and promoting productivity, it’s a strategy that even renowned novelists and authors like Anne Lamott advocate:
“Almost all good writing begins with terrible first efforts… start by getting something – anything – down on paper. What I’ve learned to do when I sit down to work on a poor first draft is to quiet the voices in my head.”
Fret about polishing your article in the second draft. Even if your first draft comes off as incoherent dribble, it’s almost always better to have something than nothing at all.
Psychologist and author Angela Lee Duckworth on how grit and perseverance can propel people forward in their careers.
Thinking with thick skin
From our clients and colleagues to our esteemed audiences, a common problem faced in the service industry (copywriting included) is that we try to please everyone along the way. According to Medium’s James Jordan, this sort of thinking is self-defeating. Instead, Jordan explains that you should write to please yourself. There will always be someone in the world who will find fault in your work, so rather than succumbing to the pressure of criticism or indulging in praise, developing a thicker skin lets you focus on making the necessary improvements for the future.
Once you’re satisfied with your article, then seek input from your peers – Forbes recommends developmental editors because they will ruthlessly tear into your work to look for improvements. Perseverance and patience is also important, as your next draft(s) will rarely be perfect.
It may be heart-wrenching to see your piece repeatedly returned with red splattered all over the page, but know that most editors aren’t attacking your copy out of spite – they have a duty to get your piece up to standard, and after the effort they’ve poured into polishing it, why wouldn’t they want to see your work published?
Think of your mind as a box of chocolates. If your box contained only one type of chocolate, eaters would quickly grow bored of the same textures and tastes. The more you know about different industries and markets, the greater the assortment of chocolates you carry – making you more enticing for those who seek variety.
The sampler box
Being a proficient writer across multiple styles and industries takes years of dedication. If being a jack-of-all-trades copywriter is your goal, one of the best ways to get your feet in each industry is to simply read a bit of everything.
We’re not saying that you should spend eight hours a day collecting and absorbing information (although you certainly could if you had the time to spare), but regularly checking up on content written by industry experts or leading brands is a good practise. On top of becoming more acquainted with various market trends, you’ll be able to pick out patterns on how each industry usually forms its arguments and the tones they use – providing you with essential insight that’ll help you speak to such audiences when it’s your turn to write about it.
It can be scary attempting to write about something new, but with the right mindset and approach, the odds are in your favour. Once you become comfortable writing across industries, you’ll be able to tackle any writing assignment – big or small – with competence and confidence!