Beyond marketing

Many of us fall into the trap of thinking that copywriting is all about making the sale.

That is only partially true. Sometimes our copy generates a lead. Other times a click. But copywriting is much more than that, also.

The best copywriting I've seen involves the reader in an intimate way and offers a solution to some real problem.

As copywriters, we have a responsibility to our clients, but also to our readers. When I first started, my sole allegiance was to my client, often creating for the reader a "need" that didn't exist. And sometimes I went to bed at night feeling as if I was trying to swindle someone's grandmother out of her social security check. I was glad to have writing work, but a voice nagged me that I was causing problems with my writing, not solving them.

Times have changed, and so have I. These days I try to engage the reader in a story and offer a solution to a real problem, not a fictional problem created solely to make money. The best way to do this is to be your customer -- only write for products you use yourself, or you would consider using if your situation were different. (I don't take arthritis supplements, for instance, though if I had arthritis I would certainly consider an alternative approach.)

Have a good day and be sure to wash behind your ears.