Bob Bly on the Joy of Copywriting
Subscriber SZ writes:
"Bob, I'm on my 4th listening to your Copywriter's Handbook. Each time I listen to it I get more things out of it.
"I would like to ask you a question if you don't mind: What about copywriting do you find thrilling?"
Well, I don't know about copywriting being thrilling.
Rather, the words that come to mind, for me, anyway are intellectually stimulating … enjoyable … satisfying … challenging.
But I thought about it, and to answer SZ's question, here's the list I came up with:
1—I love writing.
And, copywriting is writing. So I love it. I also love writing books, articles, essays, and many other things.
2—Variety of subjects.
As a freelance contract copywriter, I write on a wide range of interesting topics.
Everything from precious metals and dietary supplements—to fiber optics and energy.
3—Measurable.
I am a direct response copywriter. The results of my work can be precisely measured. As a numbers guy (engineer), I like that. Removes subjective judgment from the equation.
4—Helps businesses.
Many people dislike selling, and find it distasteful.
But when your client sells a good product, you improve his business by helping him sell more of it.
5—Helps consumers.
Your copy gives consumers the opportunity to discover and buy things they need, want, like, and enjoy.
6—Teaching.
A by-product of being a copywriter and consultant is that you pass on your marketing knowledge to people who benefit from it, thereby paying it forward.
7—Sometimes even changes lives.
You will occasionally have students and clients whose lives change in a major positive way.
One more thing: FUN.
For me, writing is just plain fun.
In the movie "Kick Ass," Jim Carrey, playing Colonel Stars and Stripes, tells his fellow superheroes:
"Try to have fun. Otherwise, what's the point?"
Robert W. Bly is a freelance copywriter, a long-time supporter and contributor to AWAI, and the author of 100+ books. McGraw-Hill calls Bob “America’s top copywriter.”
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Thank you for the fascinating-article, Mr. Bly; just out of curiosity, how do you manage to retain such a low-profile, given your extensive breadth, and quantity, of written-output?
Guest (Sajid) –