What Kind of Writer Are You? Part 2: “The VAST Grill of their Imagination”

In the second part of a series, we reveal how a really exceptional copywriter—like a master chef—gets the sizzle out of your raw material.

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In my last blog post, I talked about the pervasive problem of perspective—and why you need a copywriter to fix it.

In this post, I’m going to presume that you want something more than workhorse writing for your website, blog, book, bio, etc. I’m going to presume you want copy that will make your readers happy, draw them to you, kill them with glee.

To sum up: Most writing is what I call basic “workhorse” writing. But when you write about yourself, there’s a lack of perspective that paralyzes you, or has you saying too much (call it: mumbling on paper).

You might hire a copywriter to take care of it. But is your copywriter just another workhorse—one with an outsider’s perspective? Or is he or she truly exceptional?

An exceptional copywriter would extract and deliver only the truth of what you do. Strip away the b.s., and leave a bare-naked message that resonates with the widest possible swath of readers.

An exceptional copywriter would take that message and convert it into something urgent, something that feels like nourishment. Not for you, silly. For your market.

A really exceptional copywriter would elevate that nourishment to a place of sheer delight. A place that fires up the grill of their imaginations—but leads them exactly where you want them to go. A place that has them clamoring for more. No matter what your industry.

If you can find these skills in yourself or in a copywriter, hold onto him or her. If you can’t, then give us a call.

Jean Tang

Jean Tang

A champion of high-end content, Jean is a living tribute to copywriting for humans. In 2012, at a TEDx talk, she declared her now widely viewed “War Against Bland.” The visionary founder of MarketSmiths, Jean leads her growing team to captivate, inspire, and motivate readers. She has helped thousands of global clients generate revenue from words (up to 12,000% ROI), and transformed the writing of hundreds of seminar attendees at the SXSW Interactive Festival (2014 and 2015), SXSW V2V (2014), the Small Business Summit (2014, NYC), and other venues.

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