Earl V. MeisterA key part of any successful book is the writing craft. What does it take to write a great story? How do you turn your ideas into something people can actually read, and more importantly- buy? Brian Kurtz has spent years studying this process and shares his insights in his latest release: “How to Write a Great Story.”
According to Brian Kurtz, copy is the least crucial aspect of what you offer. That is, until it isn’t. It’s everything once you have the correct lists of individuals to promote to and your offer tuned in. The message and creativity may then take you to the next level. Brian isn’t a copywriter, but he’s learned a lot through working with some of the best copywriters of the previous fifty years. He identified the seven characteristics that all effective copywriters possess. I’ll summarize them in the next paragraphs.
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Copywriting is a service, not a product. It’s a specialized field. Even if you’re a good writer to begin with, you can’t simply go ahead and do it. You’ve probably heard that mastering a complicated talent requires 10 thousand hours of intensive practice; Brian thinks it will take closer to fifteen thousand. When he studied all of the A-List copywriters, the first thing he observed was that they all appeared to have the same appetite. A great desire to remain with it, work hard at it, and improve over time.
Insatiable curiosity was the second factor. A terrible amount of study goes into great copy. Something you’ll never do unless you’re always interested. Finally, there are feedback loops. High-level colleagues to bounce ideas off of and receive some feedback from. What was the ambiguity? What was omitted? What was the point of it all? The fourth factor is enthusiasm. It makes a significant impact if you’re enthusiastic about what you’re writing about.
The fifth skill is direct marketing expertise. RFM. Recency, frequency, and monetary value are all terms that may be used to describe a situation. LTV. Value for money throughout time. Also, the rule of forty-one, thirty-nine, and twenty. In terms of overall outcomes, lists account for around 41% of the total. With 39% of the vote, the offer is a close second. Copy is a distant third, accounting for 20% of the total. Humility is the sixth quality of a great copywriter. It’s important to have a growing attitude.
Your effort would be the seventh and last, for want of a better description. Everything you’ve done so far has been excellent. The victors as well as the losers With consideration paid to why some works did not do as well as others. Brian puts this last since it will only show up in your copy when the other six are in place. He also mentions that the cutting room floor is where you’ll find some of your greatest work. Things you didn’t think you’d be able to utilize for whatever reason.
You must not only speak the talk, but also walk the walk. You have to be all-in if you declare you’re going to work with a customer and handle all of the copywriting. Are you willing to spend two days interviewing the product’s creator? Is it possible to listen in on customer care calls? Meet with marketers, media buyers, sales representatives, and anybody else involved? Go the additional mile to unearth information you would otherwise overlook?
Because that’s how you go from excellent to amazing. To increase conversion by a factor of a hundred, two hundred, and three hundred percent. Make use of your newfound knowledge to become or hire a better copywriter. Alternatively, you may join Brian’s mastermind, which is jam-packed with them. Perhaps he can put you in touch with someone who has the seven copywriting qualities he just discussed. Perhaps even someone who has published significantly in your field.
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Katie Smith: Watch this brief video if you want someone who will tell it like it is, respect your time, and show you a company that could really work for you.
Earl V. Meister