Don’t know if you’ve ever thought about it this way but…
When you hire someone to help you with your words, you’re actually asking them to perform quite a delicate procedure.
As a copywriter, I need to:
➡️ Take what’s in YOUR BRAIN (your understanding of whatever it is you want to talk about, the facts, the benefits, your objectives)
➡️ Absorb it in MY BRAIN (so I can sift through it, weed out what is and isn’t important, and regurgitate it in a clear and compelling format)
➡️ So that it goes into YOUR READERS’ BRAINS (in a way that makes sense, and moves them that bit closer to taking the required action)
So that’s transplanting a message from
one brain 🧠 to
another brain 🧠 to
another brain 🧠.
That makes my brain hurt just a little bit thinking about it.
But when you break the copywriting process down into its constituent parts, you realise there’s actually quite a lot going on underneath.
And it’s not just ‘making some words sound nice’.
It’s making sense of one person’s understanding, using your understanding, to make sure someone else understands (and acts on) something.
(FINGERS CROSSED your brain can translate what my brain is wittering on about here.) 😀