How I became a better copywriter

by becoming a better photographer.

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A laptop doesn’t make you a writer any more than a camera makes you a photographer.

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Your equipment doesn’t make you…it’s what you do with the equipment that makes the difference!

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Antonio Olmos, an award winning Mexican photographer based in London puts it this way…

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“I’m a storyteller in images; my compositions are better than most people’s. Just because you’ve got a word processor in your computer doesn’t make you a writer.”

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Find your niche… and master it.

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In photography there are fundamentals that must be mastered in order to create professional results.  And once the fundamentals are mastered, most professional photographers specialize in a niche market such as portraits, weddings, landscapes, architecture, interiors, sports, etc.

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You may not want to hire a wildlife specialist to photograph architectural interiors.

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The same is true for copywriters, once the fundamentals are mastered, most copywriters specialize.  And the benefits of working with a specialist are enormous.

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Here's why...

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Copywriting specialists know their market and they know what methods and techniques are currently working in the market they serve.

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Most importantly, copywriting specialists know the language and the buzzwords that resonate with the reader - your customer.

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Specialists have the writing skills to connect with your market and get the results you need.

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Think before you shoot…

 

Visualize what you want the photograph to look like before you release the shutter.

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Ansel Adams, one of the best-known landscape photographers of the 20th century, distilled his success into one essential skill – visualization.

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Adams described visualization as his ability to “see” a photograph in his “mind’s eye” before he released the shutter on his camera.

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The same can be said of writing, you’ve got to know what you want the finished piece to “look like” before you begin writing.

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Capturing emotion…

 

... is the difference between a snapshot - a photograph - and good copy.

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• A snapshot is an event documented using a camera.

• A snapshot documents a moment in time and is little more than an image used to trigger a memory. 

• A snapshot seldom captures the emotions surrounding the person, place or event documented in the image.

• A snapshot will not trigger a memory in anyone who was not present when it was taken.

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• A photograph, on the other hand, is CREATED by photographer.

• A photograph tells an emotionally compelling story you can experience, whether or not you were there when the photograph was taken.

• A photograph connects you emotionally with a person, place, or an event.

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• Good copywriting tells a compelling and interesting story that engages the reader.

• Good copywriting, like a good photograph,  deliberately creates a strong emotional response.

• Good copywriting moves a person to action.

 

 

What makes all the difference is the skill, intent, and execution of the copywriter or photographer.

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It’s a talent for composing compelling stories that resonate emotionally with readers that makes a good copywriter.

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Whatever doesn’t add to the photograph, takes away…

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The art of cropping removes distractions from your photographs. 

 

Cropping presents only what is essential. It’s one of the most powerful tools any photographer can use. 

 

Cropping strengthens your photograph by removing extraneous clutter from the image.

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Editing copy is just like cropping a photograph...

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The art of editing removes distractions from your copy. Editing lets you present only what is essential. It’s one of the most powerful tools any writer can use.

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Editing strengthens the copy by removing extraneous word clutter.

 

And one final note on editing…

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A strong sales promotion is finished - not when there is nothing left to add -  but when there is nothing left to take away.

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