Posted on Wednesday, 8th July 2009 by CopywritingCat
I was not at all into sports when I was growing up. “Gym” was a course to escape as often as possible. I didn’t know what a point guard was till about 10 years ago, when I started watching WNBA and NCAAW basketball. I love the way women get to show they’re tough and strong. By participating in sports, women will do more to advance gender equity than any feminist rhetoric.
I own an embarrassing amount of Storm paraphernalia and rarely miss a game. I justify this fanaticism by arguing that copywriters can learn by watching basketball.
For example, great basketball players take a LOT of shots. They shoot from all over the court, even when they’re double-teamed (which they usually are). They take many bad shots and, every so often, they have a really bad game. When they’re hot, they take three-pointer and make them look easy.
Real marketers write a LOT of content. They write for websites, blogs, ezines, article distribution services, and more. And they warm up by taking LOTS of shots…at headlines, openings and bullets. Some write twenty, fifty or even a hundred headlines before choosing two or three to test.
Players who keep passing the ball, waiting for a perfect shot, come across as timid. Fans get frustrated. Let’s not even wonder what the coaches are thinking. Timid players often end up creating turnovers because, these days, you’ve got great players on both teams. Botch a pass and your opponent goes sailing down the court for an easy lay-up.
As a copywriter, you can’t be afraid to take risks. When you write an edgy sales letter or send around a controversial article, you lose subscribers and you get critical comments from self-appointed “referees.” But you also attract lucrative clients and strong business allies.
So that’s my approach to copywriting. Take a lot of shots. Expect arguments with the self-appointed referees. And, most of all, look like you’re having fun. The fans always know.
Comments (1)
Tags: copywriting
Posted in Professional Services Marketing, copywriting
July 9th, 2009 at 13:38
I so enjoyed your comments. This article peeked my interest so I actually read it.
I especially like the pharae “Self appointed referees.” I have lots. But I also hand out and take shots myself.
I am interested in putting your affiliate information up on my business website…though my Webmaster is still working out the bugs…please send me the url with information on how to go about this. THANKS in advance.