How 3 Things Will Change The Way You Approach First Draft In Copywriting
Writing your first draft is tough!
You sit hours in front of a blank screen…
And no words pour out of your brain.
You think about all the research and studies you have done so far.
But no success…
Does it sound like you?
Well, everyone faces the same problem.
You are not alone.
So Vinish, what’s the solution?
Great you asked it!
Now before we dive into- some serious matters.
Let’s brush up on all we have learned so far.
We started with the importance of experience — that you have gained from your life.
Then comes your knowledge- they are different( from experience)
You researched about a product or offers.
Then write the first line — which should be ‘True’ statements( to make your readers say ‘yes.’
Then you build a slippery slide and add a seed of curiosity to it( for a smooth slide).
Cool! So you remember the drill!
Now let’s get back to our topic for today.
How to write your first draft as a copywriter?
There are no fixed rules.
Everyone has their methods. Which they are comfortable with it.
What we are going to discuss here is something from “The Adweek Copywriting Handbook”
Step1- You research your Ideal client(thoroughly)!
You make detailed points like:
Who your Idea client is?
Where do they live?
What problems your customers are facing?
- Martial status
- Education qualification
What car do they drive? ( Is it necessary- Yes, it is)
Now I want you to give a name to your ideal client.
It makes it easier to write about a real person instead of an imaginative persona.
Step2- You researched your offer.
You have to try every possible way to get information about the product.
Why they were made?
How they are better than others in the market?
Is it the first of its kind?
What problem they are solving?
Step3- You search for similar products in the market( if there is).
How they are doing the advertising?
Where they are showing their ads?
What type of copy they are writing?
Are they using a story-based?
Or they are using some spectacular images…
Now, if it is Facebook you can find details-
About the ads-
That is successfully running at Facebook Ads Library.
Wow! you have completed the toughest part.
Now take a day off.
Yes, I meant that.
Do something else, which you enjoy doing.
You can spend time with your family or friends.
Or read some other stuff.
Because- the information which you have read.
Let them digest.
Let your brain process the information for you.
During your free time, try not to think about the copy.
This is called the Incubation Period.
Do you know we have a left brain and a right brain?
The conscious and subconscious mind.
They both play different roles.
The right brain does intuitive or emotional thinking.
And the left brain focus on logic.
Which side of the brain should write the copy?
The right brain of course.
Let the copy flow out of that right brain.
Your brain is already shuffling the information for you.
( Think of it as a powerful computer processing all the data necessary for you)
You will find a BIG Idea or an inspiration to write.
Now there are times when you don’t find that inspiration-then what?
You will feel that YES- this is the right time to write.
When that feeling comes- start writing your first draft.
Now you will ask me, Vinish does it mean that we have to delay our project.
You see the more time you give a copy, the more brilliant you will write.
But there is a secret trick- which Joseph Sugarman mentioned in the book.
Give yourself a deadline!
Right- when you give yourself a deadline,
Your brain processes the information much faster.
See now I told You the secret.
While writing doesn’t bother about grammar, spelling mistakes, or anything.
Just write — whatever comes to your mind.
(Without any distraction.)
Let the mind take you to a new world- God I’m being poetic!
Anyway, so when you have written your first draft.
Take a break.
The next day, read it aloud.
Then edit it( if you find some unwanted sentences or something that breaks the flow-edit it).
The key to good copywriting lies in Good-editing.
Edit it in a format that you want( It might be AIDA or PASS or Hook-story-offer).
Check for spelling mistakes and grammar.
There you are — you have written your first draft — Congratulation!
Now if you are reading this.
I want you to try it out.
It works for me, and I’m sure it will work for you as well.
Hope you have enjoyed reading it.
Let me know your thoughts in the comments below.
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