To produce great copy, the writer must truly connect with
the subject at hand – and then tap into a universal emotional truth.
Every copywriter knows what it’s
like to slog away at a piece of copy for a product or service they just don’t
believe in. It’s tough. Every benefit feels a little flat – every promise a
touch empty.
That’s why it’s so important
to establish a genuine emotional connection with what you’re selling. Find a
way to channel your own emotional drivers, link it to a particular feeling from
your own life and it’ll make for more authentic,
passionate and powerful copy. There’s a reason for this. On a fundamental level we all feel
the same things, no matter our personality, social status or culture.
The truth doesn’t age
That’s why Bicycle Thieves,
a film written in 1940’s Italy about a guy looking for a bicycle is still
relevant today. The film isn’t really about looking for a bike. It’s about a desire for order amongst chaos.