You’re writing FOR THEM, not for yourself

Hi {NAME}! I was going to write a specific topic today, But I figured I’ll just answer another reply I got from one of you. This will answer some of your similar questions, too. Sorry, hindi ko ma-share lahat ng replies n’yo. So sasagutin ko na lang, hoping you’ll read this and realize this answers the question/s you sent me. 😅 I wanted to share this as well to let everyone know that copywriting is a skill that needs regular practice. And wake up to the reality that while it’s possible to earn 6-figures through copywriting, More than the skill, it also takes hard work and determination to pursue this until you finally reach your goal. Another thing that’s nice to have when you’re exploring a new skill or trying to be better at one is to have a moment to analyze your current process. Like, is what you’re doing working? Why or why not? What can you do to make your progress faster? What are you doing that’s unnecessary and is only adding to your workload? These are just examples pero it’s good to make a habit of it to keep yourself accountable to and aligned with your goals. So I commend this sender here because there’s introspection on their part as to what might be the reason for not landing a client. “I’ve been practicing writing sample copy for a bit now. Prospective clients (most) make me write copy for them (or show them my best samples) before they accept my application or cold pitch. Wala pa ring kumakagat sa kanila haha. Though my mga inbound na nag-i-invite sa akin via OLJ and Upwork, wala pang bumabalik para mag-DC.” If you read this, it seems negative in the sense na despite the efforts, wala pa rin siyang nadi-DC. “DC” means Discovery Call, for those who don’t know. Anyway, their act of writing sample copy for prospects is a good way to give value even though you’re not sure if you’d be reciprocated in the way you expect. And in their case, wala pang nagre-revert sa kanila. However, if there’s a good thing that came out of this situation is that… They got to practice writing copy for different brands… And these sample copy can now be added to their growing portfolio. Kaya to those na natatakot mag-start mag-reach out to prospects because they have no experience and portfolio… Pwede n’yo rin gawin ‘to. (I initially wrote a few steps to get started with this pero sobrang haba na naman nitong email na ‘to. HAHA! Let me know na lang if you want me to send it as a separate email. Kung ayaw mo, okay lang din. 😂) “It might be the fact that some of my copy, even though I try to make it entertaining, can get bogged down in the details or the scientific names of ingredients in supplements (for example) that I’m writing copy for.” “Too used to being technical haha.” “Sometimes plain text needs to be mastered for the best expression in the email.” All these are valid, but I also have to point out that the application depends on the situation. Based on the few details we have, I’m assuming this is for an eCom brand. So top of mind question is, “What does your research say about your audience?” Kasi sa eCom niche, kahit mas popular ‘yung image-heavy emails… Meaning, mas visually appealing siya with the photos and colors, and with only few copy, compared to a text-heavy email na parang email na ‘to… Meron pa ring target market sa eCom who prefers reading emails that increase their knowledge of the product. In their case, baka nga too much technicality on the copy… Pero possible rin na may mismatch sa type of content versus the preference of the audience. Go back to your research, or if wala ka pang research, start creating one, So you have a way to validate your own assumptions. “I try to use .jpeg images a lot too.” Hmm, using images is not bad as long as one email does not exceed the suggested email size. Otherwise, your email would go to the Promotions folder or to that “canned good brand” folder. HAHA! Alam mo na dapat ‘yan. “What I realized: to be informative is good. But clear and simple is best. Should follow from giving good info. Sometimes big words reduce readability (unless industry-specific jargon siya).” I agree, and I think I kinda get why ganun ‘yung way of writing niya. You see, there are people who, when they’re really passionate or interested about something, They tend to geek out and overshare, without realizing na baka nag-zone out na pala ‘yung kausap nila… Kasi hindi na sila maintindihan. 😅 That’s why we always have to remember every time we write, We’re writing in the language our audience understands and we’re writing FOR THEM, not for our own entertainment. Also, if it helps, place this anywhere within your view every time you’re writing: “A confused mind never buys.” Basic rule ‘to sa marketing. And I’ll probably talk more about this tomorrow. “No need to be too smart in the copy.” Not really. Again, this depends on who your audience is. But I define “smart copy” as something that’s filled with so much value and new information, yet the copywriter was able to translate it into something even a grade schooler would understand. 😊 So yes, I agree when they said this by the end of their email: “Tipong ELI5 (explain like I’m 5) approach talaga dapat haha (Wired’s term, not mine, but I’m using it to link to what I’ve learned about good copy).” If you’re asking, "How does one measure the readability of a copy?" There are tools online that can help you do that. That's all for now. Do you like this kind of content? Don't be shy to share your insights with me. Malay mo, ma-feature rin ‘yung emails mo. 😊 Rooting for you, Mark Darwin Balaswit P.S. In case you haven’t followed my Facebook Page (iba pa ‘to sa personal account ko) or hindi mo sure kung na-follow mo na… [>> Click here to be redirected to my Facebook Page]( Sent to: {EMAIL} [Unsubscribe]( Top Dog Copywriter, Barangay Commonwealth, 1121 Quezon City, Philippines