Commercial writers are well aware most projects are not interesting. You might have to write about a mop or some other object equally boring to you. I have my ways of dealing with this. I learn to love the mop. I am not kidding. There is something to love about everything. You have to love the mop if you are going to convincingly write about it. If you can achieve this, as a writer, you will have a significant leg up on people working at the mop business. “Why?” you ask, because you will love the mop as a consumer not as someone who has poured their soul into it. There is a significant difference. Consumers relate to consumers.
So how do you love the mop?
Be positive
I have a dog named Honey. She doesn’t know if we are going to the dog park or the kennel but she acts as if we go to the dog park every time we leave the house. If you approach your subjects like Honey, things will go so much better. Dragging your feet will lead to weak or over-the-top copy. Either one will not entice potential customers.
Spend time with it
Some projects allow you to hold and feel the item you are writing about. Other writing projects do not lend themselves to such closeness. Either way, your job is to find out as much as you can. Read reviews, use the product, research how consumers feel about items similar, etc. Do what you can to find the essence of the product or service. Why is it in existence? Armed with this information, you will be able to see the benefits and feel them yourself.
Listen to music that fits
I know this one sounds a little weird. It has always worked marvelously for me. Listen to music that you think the target audience would like or music that seems to fit the product. This always helps me get in the writing mood.
Imagine the target customer
Create a character in your mind with the information that you have been given. Usually the company you are working for will provide demographic information. With this information, begin to imagine a person that would truly love the product. Don’t just think about the obvious things. Think about their fears and aspirations. Getting this close helps you to identify with and better understand who you are talking to through your copy.
If all else fails – Walk away from the computer
Some of my best ideas come to me when I first wake up or when I am in the shower. There is something about letting the subconscious do its thing. If the conscious continues to beat it down, you’ll never hear what the subconscious is up to. I once heard an obscure trick for writers block that prescribed sitting in a chair with a spoon in hand. The hand with the spoon needs to hang over hard flooring. Let yourself drift to sleep. At the moment of relaxation you will drop the spoon on the floor and wake up. Alarmingly awoken, you are suppose to be hit with the answer. [I'd love to hear stories if you have used this trick.] The exercise is performed to unlock the subconscious. However you do it, do it – it works!
The above tricks are the perfect charm for most writing projects you are having trouble finding loving feelings for. If you are having a hard time, don’t panic. Many times a deadline is the perfect remedy.
{ 0 comments… add one now }