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Acceptable conversant assessment of your work - copywriting


When you come to 'know' something, there is a temptation to stop assessment about it. You put it in a box as 'known' and are happy to argue with anybody who disagrees.

This is both a good and a bad thing.

It is good to hold firm to your beliefs, to be true to yourself, to stand your argument over data or a belief that is deep to your appeal and values.

That said, investment doggedly to your point of view, allowing no space for doubt, can be limiting. Oliver Cromwell is reported to have said to Charles I, on the eve of the king's execution, "I demand you, in the insides of Christ, be concerned about is feasible that you may be wrong. " Or words to that effect. Charles I was noticeably in no mood to adjust his mind, and the outcome was not agreeable for him.

Holding true to what you 'know' in terms of copywriting is obviously small potatoes when compared to the choice Charles I faced.

However, we are still faced with the same questions. Must we all the time hold fast to what we know about our craft? Or be supposed to we allow for the likelihood that there are change for the better ways to write, assorted approaches to take, another words to consider?

No and yes. No, we shouldn't back down every time a client or colleague questions our work. Yes, we must care about the leeway that what we knew from last year may not be the best alternative this year.

So at least, when you have on paper some copy, seek out a contrarian view. Find a big name who's belief you respect. Ask them to read your copy cautiously and assess it in any way they want. And then care about their views carefully.

Discard analysis that you truly feel is not on target. But also, leave manually open to the chance to grow as a writer, get bigger your awareness and skills, and find new, beat ways to continue your craft.

Nick Usborne is a copywriter, author, amplifier and advocat of good writing. You can admission all his archived newsletter articles on copywriting and copy for the web at his Excess Voice site. You'll find more articles and assets on how to make money as a irregular essayist at his Freelance Journalism Success site.


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