When you come to 'know' something, there is a temptation to stop thinking about it. You put it in a box as 'known' and are happy to argue with anyone who disagrees.
This is both a good and a bad thing.
It is good to hold firm to your beliefs, to be true to yourself, to stand your ground over knowledge or a belief that is fundamental to your character and values.
That said, holding stubbornly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on the eve of the king's execution, "I beseech you, in the bowels of Christ, consider is possible that you may be wrong." Or words to that effect. Charles I was clearly in no mood to change his mind, and the outcome was not pleasant for him.
Holding true to what you 'know' in terms of copywriting is clearly small potatoes when compared to the decision Charles I faced.
However, we are still faced with the same questions. Should we always hold fast to what we know about our craft? Or should we allow for the possibility that there are better ways to write, different approaches to take, alternative words to consider?
No and yes. No, we shouldn't back down every time a client or colleague questions our work. Yes, we should consider the possibility that what we knew from last year may not be the best choice this year.
So at least, when you have written some copy, seek out a contrarian view. Find someone who's opinion you respect. Ask them to read your copy carefully and criticize it in any way they want. And then consider their views carefully.
Discard criticism that you truly feel is not on target. But also, leave yourself open to the opportunity to grow as a writer, expand your knowledge and skills, and find new, better ways to extend your craft.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
Ebooks, Scripts,
Websites, and more... Every week I receive a couple of emails from people... Read More I worked as a business magazine editor for about 20... Read More One of the biggest challenges a copywriter faces is to... Read More Several correspondents to our newsletter, AdBriefing, say that they are... Read More Headlines are, without a doubt, one of the most important... Read More Here's a fundamental difference between copywriting offline and copywriting for... Read More If you're hunting for a good freelance copywriter and have... Read More Hands up if the title to this article made you... Read More Most of us have seen a heckler at a baseball... Read More My name is Ann and I'm a grammar geek. There,... Read More Every day, more and more of us begin new online... Read More So you finally built a website for your home-based business.... Read More Think quick. In 10 seconds, can you list the 5... Read More Lately, I've been getting emails from other copywriters who ask... Read More Most people would love to make a living from freelance... Read More You know what it's like, you're reading the sales material... Read More When you sit down to write a sales letter to... Read More When it comes to search engine optimization, copywriting plays a... Read More Do you ever have brilliant ideas for articles, books or... Read More A passionate debate is currently raging in the Copywriters Forum... Read More Do you have the training and skills needed for copywriting?Are... Read More Building a professional reputation requires a campaign founded on your... Read More Ripped content: well the term itself is self explanatory. Content... Read More It is important in this new paradigm of political correctness... Read More Careers in copywriting are booming. Could it be that the... Read More
Adsense
websites
10 Tips for Aspiring Freelance Copywriters
11 Ways to Get an Editors Attention
Copywriting FAQs
Kick-Starting Body Copy
Progressive Headlines Guide Customers To Buy
Help, Help, Help, Sell
Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack
Hooks, Lines & Sinkers
How to Get Instant Attention
Copywriting 101: Exclamation Point, Friend or Foe?
Stop Chasing Away Customers! Bad Copy is Your Worst Enemy
SEO Copywriting: 7 Tips
Engage Your Customer ? Write About Benefits
Copywriting: Secrets of a Freelancer
Freelance Writing As A Career
Four Simple Steps to Improve Your Sales Copy
How to Write a Sizzling Sales Letter, Part 1
Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly
What a Ghostwriter Can Do for You
Are Long Copy Salesletters Scams?
Copywriting Businesses - How You Can Get Started
The Five Rules Of Influential Web Writing
Is Your Content Provider Selling You Ripped Content?
Bullshit Avoid the use of the word Bullshit
How To Get Started With A Career In Copywriting
Thinking of hiring a staff writer? Think again. Below, I... Read More
Now that you've decided to hire a copywriter, how do... Read More
Hone your writing skills to project a more professional business... Read More
You know what it's like, you're reading the sales material... Read More
You could spend thousands of dollars on advertisement and have... Read More
Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More
When it comes to search engine optimization, copywriting plays a... Read More
Everyday when I read promotional emails and advertisements, or listen... Read More
COPYWRITINGAfter determining what we are going to sell, the next... Read More
Not everyone is a writer. Good copy writing is a... Read More
One of the keys to writing good marketing copy is... Read More
Pretty or elegant? Good or scrumptious? Nice or delightful? There... Read More
Looking for inspiration for your next marketing communication? Try the... Read More
In the world of web copywriters, many will try, but... Read More
It's true, we were all taught in school to express... Read More
In order to get ahead in your copy writing business,... Read More
If you've been writing web articles to help promote your... Read More
Your definition may differ, but I define a lapsed donor... Read More
While traditional marketing can work for the book author or... Read More
Today I am having a rant inside of my own... Read More
One of the least talked-about areas in copywriting education is... Read More
When you come to 'know' something, there is a temptation... Read More
Headlines are, without a doubt, one of the most important... Read More
I worked as a business magazine editor for about 20... Read More
When you're writing or evaluating copy for a B to... Read More
Copywriting |