In the job of copywriting, empathy is all. As you know, solid relationships are made from mutual respect and rapport that leads to trust. In most human encounters, it mostly starts with a conversation for relatedness.
Not-Greats #6 and #7 continue to thwart many a copywriter’s effort to suspend their audience’s disinterest. So let’s dig in and root out the bad habits of garden variety copywriting.
Like any good communication, properly practiced copywriting employs focus, intention and empathy — three essentials easily overlooked when the mind is wishy-washy and the heart is half-half. The next three pointers are the difference between the forgettable and the memorable.
This ah-ha moment happened in the Spring of 2002. I was reading On Directing Film: a book version of a masterclass delivered by writer/director, David Mamet, to Columbia University’s film school students. How he brought film-making to life in the classroom was a real game changer.
