The Heads and Tails of Copywriting


Hands up all of you, who have been writing so long about your product, service or company that you’ve completely exhausted your sales copy repertoire.

It happens. Sometimes, try as you might, you find it impossible to come up with a fresh angle from which to sell your product. Even professional freelance copywriters can suffer from this especially when they work with clients over long periods of time.

So how do you overcome this particular nuisance?

Flip it on its head

Frequently a 180 degree rethink is all that it takes. Look at your offer from an angle other than the one you are used to.

Still scratching your head?

Perhaps an example will help. Your company makes washing powder, normally you market it by showing a glamorous model walking down the street with a huge smile on her face in a brilliantly clean white trouser suit – showing your product not only cleans brilliantly but it can also enhance your confidence and attractiveness. A bit of an extreme example but it illustrates this point.

Now look at it from a different view point – this time your viewer sees a shabbily dressed woman in stained clothes, her hair is a mess and she appears very introvert and practically invisible to anyone who walks passed her. The message – drab whites lead to a drab life…

So if you usually market a product from a pleasure angle, try and think how to sell it from the other side of the fence and visa versa. This should help you discover a whole new way of marketing your product, service or company.

Give it a try.

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#1 Neil the freelance copywriter on 10.26.09 at 5:49 pm

So the answer to finding a new angle on a product is to look at it from a new angle? A ‘180 degree rethink’? Genius I say! 🙂

#2 admin on 10.26.09 at 8:20 pm

What can I say Neil – sometimes it’s the most obvious solution that people miss 🙂

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