TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
Changes? Over My Dead Body
By: Jerry Northup
Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
Writers don’t like changes because they generally think of their words as children. Not a big secret, but not necessarily a bad thing. I do believe that for copy to be authentic and persuasive, some degree of personal attachment is essential. Then, and only then, can a good writer let it go.
  • It’s not all about you (except when it is). This is a crucial point. Before copy is submitted for approval, chances are, a copywriter will compose, re-read, and refine his or her content many times. So don’t judge copy like Caesar callously deciding whether the gladiator lives or dies. Know that there is usually a personal investment at stake.
  • Having writing talent doesn’t make you a talented writer. That’s what you risk when anyone with a simple command of the language can tell you it stinks. I think most writers have to learn to stand their ground to some degree, but they also need to acknowledge and incorporate suggestions when it makes sense to do so (or when it is required). Grit your teeth when you receive this feedback — especially if it comes from the person who writes the checks — and you’ll often find a way to improve upon your original draft.
  • Everything you compose will get used, eventually. A great, but passed-over headline will always find its way into another project — maybe for another client at another job. The same thing goes for clever phrases unused due to space limitations. This short-term loss can be your gain if you have right mix of patience and persistence.
As copywriters, we know our words aren’t children, yet we often think of them that way. We hope readers treat them with the same respect we do. 


Bookmark and Share Subscribe to the Beyond Madison Avenue RSS Feed Share
blog comments powered by Disqus
About the Author
Jerry Northup is a Toledo-born and -bred creative, who works as a freelance writer, online blogger and public speaker in St. Petersburg, FL. He is also a very LOUD guitar player.

 
gnorthup1979@gmail.com

www.4wordsbyjerry.com
Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top