In his book On Writing, Steven King refers to writing as “telepathy.” He talks about how the writer sets a scene in front of the reader and how, when the reader engages with the work, writer and reader are both there—together in the same place, seeing the same objects, experiencing the same happenings.
It’s a fascinating concept that applies directly to copywriting. If copywriting is salesmanship in print, then good copywriting puts the salesperson and the prospect in the same space, on the same wavelength, weighing the same facts and feelings, and ultimately reaching the same conclusion—ideally, to buy in.
The point is, writing in general—and reading—is inherently a very intimate experience. At its most basic, it’s one human being connecting with another: mind to mind, soul to soul. The common thread between effective fiction and effective copywriting is the felt humanity in the text. That’s what makes the connection possible.
But, digging deeper, what is it about 100% human copywriting that, done right, makes it so effective? Let’s take a moment to unpack these elements for a better understanding of why human-produced copywriting is still worth the effort.
Lived experience sets the stage.
When a copywriter writes, they bring all of their experience to bear on a business problem: the obstacles they’ve overcome, the situations they’ve witnessed, the people they’ve encountered—everything they’ve learned up until the moment when they pick up the pen. It’s all lived experience and it’s part of the subtext coming through the words. Experience matters because it underpins every word a writer brings to the table.
That experience shows up in unique examples, fresh ideas, and novel solutions. The angle one writer takes to communicate a perspective or illustrate a point will be different from the next writer, whose brain filters the information through a different set of life experiences. Part of the fun of being at MarketSmiths is seeing how each of the ‘Smiths chooses to approach a writing task, drawing from their own singular perspective. The unique vantage point of the author serves up a large part of what makes a piece of writing interesting and persuasive.
Furthermore, experience fuels greater creativity. The more you’ve seen, done, and learned, the greater wealth of information you have to draw upon when you’re generating communication concepts. Famed advertising copywriter James Webb Young, in his seminal work A Technique for Producing Ideas, writes: “The habit of mind which leads to a search for relationships between facts becomes of the highest importance in the creation of ideas.”
Finally, a wide variety of experience is the outgrowth of a zest for life. Noted sales coach Brian Tracy has pointed out that sales is merely a “transfer of enthusiasm.” Copywriting is no different. The greater a writer’s appetite for experience in life, the more equipped they’ll be to generate creative ideas and enthusiastic expressions that inspire an audience to engagement.
Collaboration fuels the process.
Although writing is frequently romanticized as a solo endeavor, human collaboration has always been key to the process. Authors like J.R.R. Tolkien and C.S. Lewis were members of an informal group called the Inklings that would get together, read one another’s drafts, and provide suggestions on ways to improve. The point is that great writing is the result of real people working together to find the words that work best for a given situation.
Many writers will admit that conversation is part of their work even when they are working alone. Personally, I count myself among the scribblers who speak their work aloud as they write. Essentially, I’m having a dialogue with myself. This helps me produce work that not only reads naturally but also reflects the concerns of the reader. In a sense, I’m acting as writer and reader in one breath.
And then there are the conversations with clients. Often my clients have a sense for what they want to say but aren’t entirely sure. They have a fuzzy picture; a vision. Of course, putting that vision into words is a completely different skill set. That’s where the writer comes in. We ask questions and act as a sounding board, helping our clients articulate their value propositions in new ways by thinking aloud. Together, the vision of the client and the skill of the writer can produce an end result that marries both. But only when there is a dialogue happening.
In sum, a great piece of copywriting isn’t so much born from one person as it is raised by a group of people. This may include a primary writer, a content strategist, the client, and other stakeholders, all of whom can help to elevate a piece of copywriting to its fullest potential. Human collaboration brings the work into a shared context where it can grow and mature.
Empathy resonates with readers.
For a long time, advertisers believed people made purchasing decisions on a rational basis. They crafted messages like: “80% of dentists recommend Trident,” or “Scope kills the germs that kill bad breath.” This style of communication is vestige of the industrial revolution, where much of the marketing content was merely rationally argued, mechanical in style, and aimed at a bulk response.
More recently, we’ve come to understand that our buying choices are led by emotion and then later rationalized. Anyone who has experienced the pangs of buyer’s remorse can relate to this fact.
For this reason, empathy is vital to the copywriting and content production process. An AI bot can’t imagine what a human reader is thinking, feeling, and wanting—and write accordingly. It can’t walk a mile in the reader’s shoes, and therefore can’t produce the sentiment that is crucial to copywriting that converts: it can’t cause the reader to nod and say, “Yes! They get me.”
Then there’s the matter of product parity. Step into any Wal-Mart and you’re overwhelmed with the number of choices you have for simple household items like shampoo or coffee. What sets them all apart? Rarely is it merely the offering’s features that sway a consumer to buy; more commonly, it’s the emotional connection they have with the product or brand that sells.
Empathy, therefore, drives the messaging and overall brand perception that truly speaks to an audience: their hearts, minds, and ultimately, wallets.
Bringing it all together
Experience, collaboration, and empathy. Each of these ingredients is vital in effective writing. And yet, they work best when combined. Like a great recipe, they’re ingredients that must be blended skillfully in order to produce a delicious and satisfying end result.
Putting all the pieces together is what human writers do. They bring their personal lives to bear, foster dialogue that surfaces insights and fresh angles, and infuse their output with plenty of empathy in order to fuel a genuine connection with their reader.
Want help producing this kind of writing for your brand? Reach out to MarketSmiths today.
