Author: Darrell Cuthbert
“Everyone should think like a copywriter. It’s the one skill that multiplies every other skill. If you can’t communicate value, you can’t sell, and if you can’t sell, you can’t survive online.” – Michael Adebayo, a Nigerian digital entrepreneur.
This statement caught my eye over the weekend while reading through the various content pieces recommended by one of the Google Alerts I have running (they are a great way to find content to curate or spark ideas for pieces of my own, and generally to keep tabs on industry news and developments).
 | It made me think of a piece of advice I was given many years ago, when I was 17 and learning to play bass (after playing guitar since 13): “Play like a guitarist, think like a drummer”. |
The point was that, while the modern, usually electric, bass (as opposed to the upright/double-bass) is played using many guitar-like techniques (scales, runs, riffs, etc.), and having good playing technique is vital, a good bass player also has to have a strong sense of timing and tempo.
| Paying close attention to, and having a working knowledge of, what the drummer is up to vastly improves your value as a bass player. |  |
 | Some of the best players I know have learned to play drums, at least at a basic level, to develop their sense of timing and tempo. Incidentally, most also play at least one other instrument, usually guitar or piano/keyboard, so they have the skills, knowledge, and feel to “anchor” the band with solid timing, not just good playing technique. |
What is the link here?
Soooo….. What does all of this have to do with copywriting and business in general (seeing as the intended audience of the original quote seems to be businesspeople)?
Copywriting, like playing bass, requires merging several, often diverse, areas of skill and knowledge. The main ones that come to my mind are being a good writer overall and loving the craft (e.g., creative writing in spheres other than sales and marketing, and being a passionate reader), a solid understanding of business (ideally with some real-world experience), and understanding how customers think and make buying decisions.
Copywriting, like playing bass, requires merging several, often diverse, areas of skill and knowledge. The main ones that come to my mind are being a good writer overall and loving the craft (e.g., creative writing in spheres other than sales and marketing, and being a passionate reader), a solid understanding of business (ideally with some real-world experience), and understanding how customers think and make buying decisions.
What does it mean to think like a copywriter?
Good copywriters focus on value first, sales or other action second. I.e., what problem is the customer facing, what pain or stress are they feeling, what keeps them awake at night, or distracts them during the day? Then they think about the benefits of the product or service on offer and how they make the customer’s life better.
Of course, they know about PAS, AIDA, and all the other copywriting frameworks, sales funnels, crafting good hooks, emotional triggers, and calls-to-action (CTAs), etc. – but that stuff is just table stakes; mindset matters more.
Of course, they know about PAS, AIDA, and all the other copywriting frameworks, sales funnels, crafting good hooks, emotional triggers, and calls-to-action (CTAs), etc. – but that stuff is just table stakes; mindset matters more.
Thinking like a copywriter as a businessperson
As a business owner or operator, you don’t necessarily have to train as a copywriter (this may be a waste of your valuable time), but there is a lot of value in approaching your business offering with a copywriter’s mindset, i.e., customer problem/pain point, then benefits, then product/service features, attributes, and specifications – not the other way around.
If you can’t clearly identify who your product or service is for and how it makes their lives better, you may need to make some adjustments or do some redevelopment before working on your marketing message. No amount of clever copywriting or “spin” will help sell a product for which there isn’t clear demand and that doesn’t solve a specific problem or give tangible benefits to the buyer.
Tip: Next time you talk to a copywriter with the intention of having them do some work for you, ask them about their business experience and understanding, and their views on customer psychology, buying behaviour, etc., to see how well-rounded they are. Oh, and also ask them if they play bass 😊 (just kidding).
If you can’t clearly identify who your product or service is for and how it makes their lives better, you may need to make some adjustments or do some redevelopment before working on your marketing message. No amount of clever copywriting or “spin” will help sell a product for which there isn’t clear demand and that doesn’t solve a specific problem or give tangible benefits to the buyer.
Tip: Next time you talk to a copywriter with the intention of having them do some work for you, ask them about their business experience and understanding, and their views on customer psychology, buying behaviour, etc., to see how well-rounded they are. Oh, and also ask them if they play bass 😊 (just kidding).
One last quote… (just for fun)
“You can tune a guitar, but you can't tuna fish. Unless, of course, you play bass.”
– Douglas Adams
– Douglas Adams
Note: I have seen slightly different versions of this quote attributed to other people, but it seems like something Adams would have said, so I’m going to go with this version and attribution.
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Cheers,
Darrell
