How to Bring Your Copywriting Goals into Laser-like Focus

As a copywriter, you're either a generalist or a specialist. Day 2 of AWAI's FastTrack to Copywriting Success Bootcamp and Job Fair drove that point home for me.

I was raised in the home of a school teacher. My dad specialized in teaching science at my junior and senior high schools, and later at a college level.

Scientific information still fascinates me (no, not in a geeky kind of way). One fascinating discovery is the speed and power of light.

Light's dominant quality, of course, is its ability to illuminate. We flip a switch when walking into a dark room and voila!

And when you focus light into a narrow beam known as a laser, the same source that generally transforms darkness can now cut through inches-thick steel.

Now consider your decision to become a copywriter. You're either a light bulb or a laser.

No doubt, Bootcamp illuminates the vast number of copywriting opportunities. It can feel a bit like staring at the sun.

I felt that way at my first AWAI Bootcamp two years ago. The second one I attended began to bring things into focus. And now, my third is equipping me to cut through steel – laser-like – so to speak.

Bring your copywriting goals into focus.

Here are a few laser-focused big ideas from the AWAI Bootcamp Day 1 presentations:

Embrace change

Bob Bly says it's a new era for copywriting. He outlined 10 changes in the copywriting world from 1979 to present.

Among the significant shifts Bob highlights is copywriting's move from the agency to the specialist.

Laser-focus point: Transform yourself into a specialist.

Intrinsic drive

Nick Usborne challenged us to the edge of our marketing fears. Push-and-pull marketing requires us to be remarkable.

"No one remembers your sales pitch … everyone remembers a story," Nick says.

Laser-focus point: Be remarkable – feel the fear and do it anyway.

Write to one

"Tarketing" trumps targeting, according to Lorrie Morgan-Ferrero. Define your "tarket" by writing to one person.

85% of buyers today are women. Copywriters must "feminize" their writing.

Laser-focus point: One big idea written to one person.


Pam Foster says, "Choosing a niche sets you apart. It's easier for clients looking for specific services to find you and find you quickly."

A niche-focused copywriter becomes a recognized expert. And your expertise leads to more clients.

Laser-focus point: Research and declare a niche.

Own the story

Mike Palmer writes breakthrough copy for Stansberry & Associates. Mike say to avoid the typical approach to copywriting that seeks the unique benefits of the product or service.

Seek the current "hot ideas" and what people are talking about in your niche. Tell the product/service "story" in as mysterious a way as possible.

Laser-focus point: Create an "itch" the prospect must scratch.

Want to get laser focused as a copywriter? Order AWAI's FastTrack to Copywriting Success Bootcamp Home Study program today.

Laser focus your copywriting skills and goals to increase your success. What’s the biggest “focus” obstacle you face as a copywriter? Share with me by posting a comment below.

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Published: October 28, 2011

2 Responses to “How to Bring Your Copywriting Goals into Laser-like Focus”

  1. "85% of buyers today are women"? May be true for the B2C market, but certainly not the reality in the B2B world.

    It might have been appropriate to make the distinction.

    Guest (Kimmo Linkama)October 28, 2011 at 3:53 pm

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