The Power of Belief and How to Make it Happen


Will Newman

Welcome back! I’m glad to see you here again today.

Back in Monday’s article we talked about Ed Gandia’s Business-to-Business (B2B) success strategies. In the first strategy – “Be sensible and take your time” – I said that if you rush into copywriting before you’re financially able, you risked making serious career mistakes.

One of those mistakes is writing copy for a product you don’t believe in.

The new copywriter’s dilemma . . .

A common mistake beginning copywriters make is taking on any client that comes along. This might mean writing copy about a product you don’t really believe in.

When you don’t believe in your product, your writing shows how you feel. And if you don’t believe in your product, how can your prospect?

This is what happened with a copywriter I coached several years ago.

Her writing was normally very strong and easy to believe. But when I looked at an assignment she’d worked on, I knew immediately she didn’t believe in the product. Her writing was vague. She’d fallen into using hype and exaggeration.

The quality of your writing – and its success – depends on describing the benefits of your product in clear, specific words. When you believe in your product, that’s easy. Your enthusiasm shines through without having to resort to hype.

But when you’re getting started as a copywriter, it’s hard to turn down any client who’ll hire you. I know. I’ve been there. So you might take an assignment about a product you don’t totally believe in.

How to love your product when you don’t love it (yet) . . .

Instead of telling you to turn down those types of assignments, I’m going to tell you what I suggested for the woman I coached.

I told her that you don’t have to completely believe in your product. You have to find something to believe in.

Her problem was clear. She wasn’t a prospect for the product. But when we looked at the product again from the prospect’s view, she was able to see how her prospect could be naturally excited by what the product offered.

This realization came quickly once she shifted her perspective.

I’m not suggesting you “trick yourself” into believing in the product. The key is to put yourself into your prospect’s place even if you’re not the ideal prospect. This takes imagination … and empathy.

When you come to the realization that the product you weren’t so crazy about is one your prospect can love, you’ll feel differently about it. You’ll write differently. More convincingly. More successfully.

But what if you can’t find that way to believe in your product?

As hard as it is, turn down the assignment. If you don’t believe in it, you’ll struggle. Your writing will show it. You’ll write poor, unconvincing copy. Copy fails.

I know. I made that mistake when I started out. But that’s a story for another day.

It’s been fun being with you this week. I look forward to having you come back again next week. Until then, comment below and tell us your thoughts about today’s article.

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Published: March 18, 2016

10 Responses to “The Power of Belief and How to Make it Happen”

  1. I love your articles! It's a great opportunity to get involved and learn more of how to copy write. I am a visual person, and when I can read something and envision what I have read, it gives me the satisfaction to get involved and try it for myself.

    I am currently skeptical but definitely thinking very hard in becoming a copy writer, and looking forward to learning the niches suggested by AWAI, and trying your program. I may never arrive to success but definitely will give it my all.

    Thank you for the vote confidence. I will continue to read your articles until I'm able to make it a reality.

    Sincerely yours,

    The skeptic

    Guest (Evelis)

  2. Thanks for the information and encouragement Will. After 35-year career as a B2B copywriter, media relations specialist and speechwriter for major companies in the ag, petroleum and health care sectors, I'm now embarking on a new adventure as a freelancer. You and other AWAI sources are proving invaluable in helping me refine my writing, boost my confidence (yes, even we geezers need that) and, especially, market my services in this rapidly expanding niche.

    Richard in Alberta

  3. I would love to "take advantage" of Joshua's program but do to a family crisis I can't afford it. However since the things I want to write about are so all-encompassing, I'm hoping I can fall into the B2B end of things sort of naturally.
    As for having to write about things that I don't believe in, nature and animals have always been my biggest interest,so I don't think I'll ever have an issue with not having something to write about.
    If I run into that problem I've been told I was too "imaginative and caring" for one of the careers I tried to get into, (this might make you laugh, health care) so that could be a good thing with my writing. Fingers crossed.

    Natures Copy

  4. Love is when neither party knows who's luckier. So, when it comes to the product you're writing about, try to at least imagine being luckier than the reader without whom you don't even count.

    Guest (Chris Morris)

  5. This article gave more insight how copy writing is done, it's saying you should believe in what you going to write about...but I have to get past step one. Still looking into what, where,and how to start,without the lost if time and money online.

    Guest (John)

  6. This commentary provided honest and good advice. You must believe in the product to write about it in a compelling way.

    epatchsr

  7. It was a great article. I really enjoyed it and it gave me a whole new prospective.

    Guest (tadsaidso)

  8. My pattern is to MASS erase incoming. That mug caught me up like a wonderkid. I thought, "GrandPa!" I am one by the way. You, however, have a special look, like you see secrectively inside me, you hear? In a special close, caring kinda way. Thanks PahPaw, for the guidance. Think I wanna work it similar to ya'll. What I must do to join up PaPs?

    [FROM WILL: I don't mind being a "grandpa." I know some of the kids in my community think of me in that way. Thanks for reading.]

    Guest (joseph shultz)

  9. Hi Will, I think we are on the same wave length! I already know that to write copy about something I don't believe in would lead to my early demise as a copywriter. That was one of my primary concerns about writing copy! I know myself well enough to know I must believe in a products worth (whether I can benefit from it or not)in order to write effectively to sell it to others! Thank you!

    Kat B


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