How to Tell if You’re a
"Natural Born" Copywriter
Dear Business-Builder,
A personal confession: I don’t just like being a copywriter. I also happen to like copywriters in general. As people, I mean. Why?
Before you accuse me of being too kind to my own, consider.
How many copywriters do you know that seem extra welcoming and easy-going, as well as willing to answer questions and offer advice?
I know more than I can count.
What’s more, speak with them once, and they’ll usually remember what you’ve talked about. Introduce somebody and they’ll be happy to shake hands. In restaurants, they almost never snarl at a waiter. And I don’t know a single one among them who would ever kick a dog.
Every profession demands or at least cultivates certain character traits. Why should the copywriting field be any different?
For instance, I’ve found almost across the board that those colleagues of mine who happen to have those qualities … also seem to do better over the long run as copywriters.
Why? Simply because you need that insight into other people and what they’re thinking about to write all the best kinds of copy.
There’s a dark side to the typical copywriter personality, of course. At least in direct response, everything we do is measured to the penny. It either works or it doesn’t. And everybody notices, either way.
We’re hired, fired, and respected based almost entirely on performance. That can make one more than a little self-conscious. Even defensive and arrogant. In a debate, we can also be stubborn – simply because we spend so many working hours piling up proofs to back our claims.
What else have I noticed about copywriting types?
I’ve yet to meet a good copywriter who doesn’t have a good sense of humor, even though humor is something so rarely used – at least overtly – in direct-response sales writing.
And not just a passion for jokes. “It’s dry,” says my wife. We’re also observant. But sometimes, observant to a fault. That is, we can get caught up in subsets of details … while even bigger trends and events blow right past us, simply because they exist outside of whatever we’re focused on at the time.
Most copywriters I know also read widely. Some read history books, others read blockbusters, still more are sponges for trade journals, news clips, blogs, and popular magazines.
We like movies. And music.
In fact, we’re generally drawn to popular culture, even more than most, because it’s yet another way to soak up what our target markets are talking about.
Strangely, a lot of copywriters I’ve talked to don’t watch much TV, even though that flies in the face of what I’ve just said. Why?
Again, I can’t say for sure. But I can guess. TV eats up time, but gives back little in exchange. It’s also addictive. And that’s something else about copywriters. Like a lot of other writers, we can have slightly addictive or compulsive personalities.
Not necessarily the usual compulsions, either.
For instance, a lot of the copywriters I know are collectors. Of everything from puns and trivia … to chateaus and high-priced automobiles. For me, there was awhile there that I couldn’t help buying cheap used guitars. Until I acquired a few nice ones.
Which is another thing … I don’t know why, but easily 8 out of every 10 copywriters I know seem to play an instrument. And more often than not, that instrument is the guitar.
Not all of us are good, mind you. But we at least appreciate music. I can’t begin to tell you how many times I’ve sat past 2 am, muddling my way through Dylan and Stones covers with fellow writers.
Copywriters are also a curious bunch.
By that I mean, we tend to be especially inquisitive. About everything. Even those things we’ll never write about.
David Ogilvy once said that curiosity was the key trait he looked for when hiring a writer. Be warned, if you don’t like asking questions, this might not be the field for you.
We’re storytellers. In print or conversation, copywriters love to default to the story form. Sometimes, more often than our listeners can stand.
The same goes for analogies.
We make – or should I say test – a lot of them. Analogy lies close to the core of creativity. A good analogy can make a complex idea sound simple. It can make an unfamiliar idea feel like an old friend. That doesn’t mean we always get the analogy right. But you can bet that when we don’t, we’ll try again.
A handful of the copywriters I know are doodlers or artists, yours truly included. That’s not a universal trait in this industry. But common enough to make it worth mentioning.
I think it’s because copywriting demands an especially strong mix of both left and right brain thinking. During the research mode, you’re all strategy and calculation. But then you need to jump to the other side of the divide, where your passion for the rhythm of word-craft resides.
Not everybody can do both.
Copywriters can be extroverted, but most that I know are not. On the other hand, we rarely shy away from a debate. We’ve got deeply felt opinions on everything, including a few things we don’t know much about … yet.
This list could go on.
But you more than get the picture.
There’s plenty about this trade that can be taught. But even the best techniques and tools aren’t worth much unless you’ve got the right kind of knack for this career in the first place. I’d be cheating you if I told you otherwise.
But let’s say you’re not at all like the person I’ve just described, but you still want to find your footing in this profession? No worries. Just like everything else, there’s always the option to simply do your thing and let the market decide.
Contributed by John Forde
Guest Contributor
THE TOTAL PACKAGE
Top copywriter John Forde began his career as an understudy of Bill Bonner and Michael Masterson. Since then, he has written countless controls, trained dozens of new copywriters, and has helped generate well over $50 million in sales.
John has also worked three years as a financial journalist and has written books on wealth building and health. And he has taught copywriting in seminars and private training sessions in Paris, London, and Bonn, Chicago, Buenos Aires, Baltimore, and Warsaw. He and his family split the year living and working from Paris, France and locations on the East Coast, U.S.
John has also written well over 250 articles on copywriting for his popular e-zine, The Copywriter’s Roundtable, which currently has several thousand readers in more than two dozen countries worldwide. You can sign up for the Copywriter’s Roundtable here: JackForde.com
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22 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Susan Greene — July 27, 2010 @ 9:15 am
Interesting summary about the character traits of copywriters. The two that rang especially true for me are that copywriters like to ask questions and that they’ll probably remember whatever you talked about.
Comment by Paul Guzman — July 27, 2010 @ 9:32 am
Hmm…let’s see-I play an instrument. I ask lots of questions and I love to debate on just about any subject that matters to me. I love to tell stories usually about my past experiences. I rarely watch TV…and I love reading almost anything that interest me.
But, I am not a copy-writer! Maybe I should be or at least try it out.
Good Read John
Paul
Comment by David G. — July 27, 2010 @ 9:43 am
Wow, so maybe as a guitar-playing voracious reader who is somewhat introverted but has a good sense of humor and enjoys doing research, asking questions, and writing (both words and music, in my case) I may have hope of becoming a top copywriter! {;>))
Thanks for the great insights into the mind and character of “natural born” copywriters. It makes me want to keep banging away at those keys - and strings!
Comment by Ryan — July 27, 2010 @ 9:54 am
OK, that was just eerie…!
Comment by Bill L — July 27, 2010 @ 10:12 am
Spooky…in a good way.
Curiosity seems to be the common denominator. Of course curiousity about people and what motivates them, but also curiosity about the world in general. Hard to imagine a non-curious type enjoying or being any good at copywriting.
There are 2 things on TV that I have found are very helpful to me as a marketer/budding copywriter…political shows (like Meet the Press et al) and infomercials. Political shows because I love to watch politicians justify almost anything, sometimes to the point where they actually look silly - but they are “selling” to the public. And infomercials - the epitome of “the pitch”…as a career marketer I should be resistant to these but can’t help myself, they are often just too compelling!
For some reason, I guess primarily since I discovered The Whole Package, I have become OCD about “the why”, in everything. Very annoying I imagine for people around me, but it makes me very happy and a better marketer, or so I believe.
Comment by mark — July 27, 2010 @ 10:22 am
I can relate to the curious part:
At Goodwill today I saw a sign that read:
“PLEASE DON’T UNDRESS THE DOLLS.”
It was posted for everyone, but I think it was really for one guy.
Comment by Sean McCool — July 27, 2010 @ 10:32 am
John,
What amazes me is the depth of knowledge many copywriters have. I live in an area full of engineers. Engineers know an enormous amount about one very small niche.
Copywriters on the other hand, especially ones that have been doing it a while seem to know volumes about volumes.
Of course it could be they’ve just gotten really good a t BS too.
Comment by Bill L — July 27, 2010 @ 11:22 am
“Don’t undress the dolls” - funny.
Here at the San Diego Zoo there was a sign that said something like “Don’t enter the Gorilla enclosure”…I was pretty amazed that a sign like that was required. I think it went up after some guy was convinced the gorillas were taunting him and went in to settle the score. Beer involved.
Regarding the apparent depth of knowledge of copywriters. I think it boils down to a good copywriter’s understanding of our basic “wiring” as humans. A good working understanding of that can take you a long way towards being perceived as an “expert”
Comment by James Clark — July 27, 2010 @ 2:04 pm
Good article. I’m a low handicapper golfer. One of things that are famous around the industry is this. “There ain’t any pictures on the score card” what that means is it ain’t how its how many. Well there are no pictures in my PayPal account either.
I knew that had a skill because I love to tell stories. Basically, most of it came for my relatives growing up, it was a fun time. At first glance, it’s a scary thought but when you figure out the group of people that you want to target, you are home free.
Think about it, there is a group of people out there that know what they want to do, but don’t know how. Those are the ones you want sell to, because the refunds are low.
If they buy something and it doesn’t measure up to their expectations they just considered it a bad decision and move on and don’t cry over spilt milk. (Knock wood)
Comment by Shawn Horwood — July 27, 2010 @ 2:37 pm
John,
Thank you for laying all this out there. When I saw the title of this I was a little worried as I do copywriting for myself and am starting to do it for other people.
But I wasn’t too worried because my first sales letter ever converted at 3% on an SEO related product, so I figured I’m kind of a natural & I was interested to see how much of this resonated with me.
Surprisingly, almost all of it did.
You pretty much just summed me up in a blog post. Though I don’t play any instruments. I tried to learn guitar but my fingers dislocate and are double jointed which makes it difficult to switch chords quickly so I kind of gave up for now.
However, I do appreciate music and love watching other people play instruments.
It looks like I’ve got good potential to be a good copywriter. I just need to get more practice (I’m 19 so I haven’t been at it for very long)
Thanks John,
Shawn
Comment by Dale — July 27, 2010 @ 3:07 pm
Yeah, I have a lot of those traits. Why would I want to kick a dog when most dogs are easier to get along with than a lot of people? I don’t snarl at waiters because I don’t like it when they snarl back.
I’ve always loved to read. My biggest frustration is as a slow reader, I haven’t read everything I want to. The city library system has thousands of books I haven’t had a chance to read. Fortunately, they don’t ban voracious bookworms.
I’m naturally curious and I’m detail oriented. I catch things most people miss. It’s strange because my hyperactive brain is always in gear.
I’m an introvert and easy going. I have the impression Clayton is an extrovert. At least he come across as one in print. Of course he may be like me and come across differently on the computer than in person.
I collect things too. I dabble with stamps and coins but my biggest collectibles are books and writers’ magazines. I’ve even saved some of my scribblings written on napkins scraps of cardboard or whatever was handy. However, noone lets me save the things I write in dust on equipment at my day (night) job.
I haven’t learned to play an instrument, but I like to sing. I’m no threat to American Idol contestants. Ok, so I make dogs put their paws over their ears.
Comment by Clement Quebe — July 27, 2010 @ 4:59 pm
Dear Mr. Forde,
I’m indebted to you because your blog—
• Bulls-eyed many of my odd lot of traits— Out of the 36 (±3 σ) traits enumerated, there were no deviations, only variations.
• Pin-pointed a set of my talents with your list of Copywriter characteristics. There’s not a job aptitude test or psych employment model that was as accurate as your de facto partner model— Not even close.
Also, judging by other responses, Mr. Makepeace and you have tendered a very clever sales and recruiting tool for Fresh Blood. How novel.
I’ve only two questions: Copywriters aren’t really opinionated, are they? —Or, do they just have THE answers?
Respectfully,
—cq
Comment by Scott Martin — July 27, 2010 @ 5:04 pm
Fascinating post and I look forward to meeting more copywriters and more direct response people; I’m making the transition from 85 per cent print publishing and 15 per cent copywriting to ALL copywriting all the time. I’m enjoying the transition even though transitions are never easy.
The trash can outside my house is more musical but, otherwise, I think I fit the description; my sense of humor is definitely Saharan.
Comment by Ekene — July 27, 2010 @ 8:05 pm
Then I’m very much on the right side of things, the only part missing is the guitar playing section of the trait, maybe that will come later.
More update to come on this!
Comment by walter daniels — July 27, 2010 @ 9:19 pm
I think that good IM’ers are like copywriters, in that the know a lot, about many things. Admittedly, what I know comes from reading blogs, but that seems to be a common characteristic. We read obsessively, about anything and everything. The good ones, learn a lot about everything, and learn how people respond.
Which is what good copywriters do, they learn how to get people to respond. One way top do that, is to see how they respond in all kinds of situations. Good writers, are the same way. Always learning about something, so that they can write about it.
Comment by D Bnonn Tennant, Ace Web Copywriter — July 27, 2010 @ 9:42 pm
John, this article surprised me. Conducting my business fully online, I’ve sadly never had the occasion to just hang out with copywriters and get to know them. I didn’t realize they were all like me! Thanks for sharing this.
Comment by DunCAN — July 27, 2010 @ 11:34 pm
It’s me.
No wonder I have been drawn to copy writing, like a moth to a flame. Learning always and keen as mustard to make it my main cash vehicle
Comment by Loida — July 28, 2010 @ 1:01 am
Thanks for this fascinating and eerie post.Someone who possesses these traits is surely in for some wild ride, what with the tension in his/her personality. I’d say, copywriters can’t be lukewarm people. Either they’re on fire or they’re cold dead.
Comment by Paul Flood — July 28, 2010 @ 10:49 am
Whoa! You’re freakin’ me out here John!
Was that you who called my wife last week to ask about me?
I love studying psychology, spirituality and behavior - What makes us do what we do and be who we are? These types of patterns are often predictable in many people, once we can “categorize” them a bit. That’s why we ask our clients to tell us about their customers before they tell us about the products.
Google the word “Enneagram” for a fascinating look at yourself and others. Once you know your “type,” a lot of blinders are lifted and a much deeper understanding of your motivations opens up.
Great post!
Paul
Comment by Rezbi — July 30, 2010 @ 6:56 pm
With the exception of music - not into it - you’ve hit the nail on the head where I’m concerned.
Comment by Susan Connors — August 1, 2010 @ 9:22 pm
Hello John and all from the land - Downunder
This is a great article - I have been away awhile now from the copywriting arena and getting back into the fray.
I loved reading your article and also the comments people have left.
While I cannot play the guitar, I have gotten back into painting - abstract not landscapes or people. I find this helps me get my mind into gear for my writing - who would have thought it.
Kicking dogs - no I will remove the mischievous fox terrier when she parks her body on my toes and they start to fall asleep.
I love reading anything from a autobiography to the national papers. Not a huge fan of tv will watch the news or a movie occasionally. Love online gaming (one of my vices).
I love to watch other people, listen and get them talking. Like a sponge I absorb the information as people are very interesting people. I would rather write about someone else and their life than my own. Weirdly enough getting my web copy for my site would be a disaster in the making if not for my talented mentor.
Does anyone else find that it is easier to write about something or someone else than write your own copy for a site about you?
Being a copywriter is magic as everyday is never the same plus seldom boring. You can always learn something new from something old.
Have a great day everyone and thanks again John.
Comment by Aftab — August 2, 2010 @ 6:01 am
Hi John,
Fantastic article.
I would also like to add that good copywriters are also good readers between the lines.
I guess it comes from knowing how people feel (experience).
They are also very good listeners.