How to write a swimming pool... (Gasp!)

How to write a swimming pool…

…Within half an hour! (Wink, wink!)

That’s what the Beatles claimed they could do (the swimming pool bit): whenever they wanted a swimming pool, they knew they could write a song…or so the story goes.

Not an easy task for you and me, I guess. That’s why they were superstars who claimed to have a larger following than Jesus Christ!  If you have followed the Beatles like an ardent fan from the ‘60s, this would be old hat. So, let’s not regurgitate old news and let’s talk about us.

How in the world can we, on a whim, write ourselves a swimming pool?! Heck, can we? Is it even possible?

Here’s my two paisas on it…

In search of a “Big Idea”

It amazes me when despite having read scores of books from the masters on the importance of the headline we do not spend enough time on it. The headline*is* the “Big Idea”, the money-spinning ticket to stardom. Yes, just the headline could do that for you.

 Having studied the brief carefully and once you have identified the problem, brainstorm for the possible solutions. Most of them will be ordinary, been there, done that kind of ideas. Is there a hook that hasn’t been explored? It’s worth your while to give it a try.

Think differently

Another reason is you don’t see things differently.  I, for one, do.  My right brain is wired differently. Allow me to explain: I’d like to use a worn- out phrase here: I don’t zig, I zag. But here’s the thing: it is professional hara-kiri in my world to use “worn- out phrases”, which on its own is a worn-out phrase! (Oops!)

Have command over a language? Now, rule the world

We have all been taught about the importance of English; we love the language too, and yet we do not use our knowledge in the best possible way.  A lot of missed opportunities, wouldn’t you think?  For instance: 

Lady Luck Smiles at Dame Fame 

Or

Stake your Claim to Fame

Or write a metaphor around Russian roulette to describe our fear of AIDS, as in:

A hit or a miss? Eventually, the game catches up with you

Who carves out better meat: your wife or the butcher?

The belief that a full sentence makes for good copy; or worse, something brief but bombastic would impress the consumer and urge her to buy will have your boss screaming for life support, or the editor for the scissors! Edit ruthlessly. Believe me: your work will make a lot more sense.

If salesmen sell, then what do copywriters do?

Copy writing is the art and science of persuasion that leads the consumer to pick up the phone and make that call. In truth, some copywriters make false claims; reason, perhaps, that the consumer considers all ads to be untrue and reeking of pure sales talk, with FREE thrown in for good measure?

What would you do to have the consumer come back for more?

When we engage with the consumer, is it for the moment or to establish a longstanding relationship? Your answer to that would determine whether the consumer will trust you and so buy or not.

I’m not one to hype or be generous with lies. Would you trust me if I lied to you in these pages?  Would you come back for more, if you felt I was lying? The consumer is your mother, sister, girlfriend and/or wife. She will know if you are faking it, and would probably not return your call unless you were genuine.

Here’s how I build trust with my customers:

 “Love is fickle; a diamond is forever

De Beers – For love that lasts forever

I get her to agree with me by telling her a universal truth, that love is fickle. She knows that. She then perks up and listens. Then I lead her on by connecting her with her desire of owning a piece because she knows that a diamond to her is for keeps. And now that I have her complete attention, I move for the kill: every woman’s deepest desire that, like the De Beers ring that he gave her, their love would last forever.  She is sold on it and calls the sales rep to buy.

Empathy

I should have perhaps moved this point right to the top; it’s that important. If you do not understand the consumer’s needs, how on earth will you persuade her to buy?

If you, on the other hand, are a sensitive person, (and most people are), you could use that quality in you to your advantage. When you are writing copy, always remember, you are solving a client’s problem by addressing the consumer’s situation. If you get this point right, you will be a master craftsman in the art and science of copy writing,

Been there, done that?

Congrats, you are on your way to super stardom!

 Hang on, we’re not done yet. We have one more point to cover. 

Mentor: if you’ve got a friend…

Now that you know the art and science of writing great headlines, work on the entire list of your agency’s clients, just to improve your copywriting skills. If you think you’ve got it, pray that your superior will mentor you and give you a favorable feedback. Don’t take his criticism personally. He shines when you do, remember?

This is a very lonely exercise. You work alone but have to share the glory with your superiors…

That’s it then. It’s as simple as that.

And while you are at it, remember to not work for the end product, the swimming pool. Enjoy the process. Each win is rewarding, and with your mentor’s encouragement, is motivation enough to do great work. I insist on this because mentors are more experienced and better than you in so many ways…

 You do know you are not all that perfect, don’t you? (Gasp!)

Now that you know all there is to it, complete one headline, every time in 20 minutes flat. (The Beatles didn’t say that, I did! Heh, heh!)

Go on now, get on with it. You *are* up to it. I know you are.

Write yourself a swimming pool, your work of art, yes? And let me know how it goes in your comments below, yes? (Wink, wink!)

If you have a blog and want to join a group writing project for “How to…” articles, join me as well as others at Problogger.net.