Bold statement right?
Well it’s true. In the online space a lot of the copywriters write for other copywriters.
They want to impress each other and get a little pat on the back from their peers with a little “Well done!” or “Wow great copy!”
That shit is boring and then they also want to cry when people don’t read their shit because everyone and their dog writes the same way now.
There’s no heart.
No soul.
Only what the A.I. overlords spit out ala-CrapGPT.
I also do understand if you’re writing for a big corporate client you kinda have to sound a certain way and use certain words and phrases (Which they impose on you without your will. Even if you know how to write to their audience and rake in the cash…)
And so this whole “Voice” thing is just luke-warm at best.
A little while ago a now (ex-friend) bought me a pretty rad candle.
And before you ask:
Yes it was a Pumpkin Spice Latte scented candle.
And no.
I don’t wear yoga pants, have my hair tied up in a bun or wear ugg boots.
But I do love scents.
Petrichor is my favourite scent of all time, which is basically the term for the earthy, pleasant smell that occurs after rain…
Anyways. The point is that if you’re writing you need to look at how you can invoke the feelings a common or favourite scent can invoke in us, but with words.
How can you bring back that nostalgic feeling of knocking on your grandparents door and smelling the freshly baked apple pie wafting through the air?
That’s what your writing needs to do.
And there’s only one way to do that and that is to write with all your senses while mixing in your personality too.
These copy prompters or whatever they want to call themselves nowadays can’t even write themselves out of a wet paper bag. The ones who treat this craft like a professional does will always have a place in this world.
Gary Halbert was a master at this and I always recommend people to head on over to https://morgancrozier.com/boron-letters/
Where you can find each letter (25 of them) in order with individual links.
Or if you’re feeling fancy grab The Boron Letters Kindle Edition Here
Stephen Walker