[wizely]

Part 11
The secrets I'm not telling you


I hope those that have been following Copy Corner have realised by now that effective copywriting extends far beyond grammar and spelling?

I'm only going on feedback, the number of views and replies ( ) so pardon the immodesty... So how come Copy Corner isn't dry and boring? What is that has hooked some of you and managed to elbow it's way onto this great forum?
Effective copywriting draws on many fields - from neurology and pyschology, through marketing and economics to linguistics and even SEO - and plenty in-between. These fields overlap, interact and share many similarities. Add into that intangible and personal qualities - sense of humour, experiences (not just career-wise), social trends, taste in art and literature...

So what's the point of this article? For one - I am often asked what it takes to get into copywriting, so there you go! Secondly, it's just to give those of you following this series an idea of how far and how deep we could go.

The main reason though is a subtle piece of wording in the title - "The secrets I'm not telling you". I've hinted and even blatantly said there is a lot more going-on in each article than just the telling of facts. Throughout the series I have been using many different techniques in the background - so I may not be telling you my secrets but I've been showing you plenty!

Will I tell you these secrets? Of course as the series develops we'll delve deeper but, what I want to do now with Copy Corner is help you get the most from what's already there. Each article provides the basis for plenty of discussion on how and when to apply the techniques discussed, how to refine them, how to target them and generally go deeper.

And of course WDF's Copywriting Section is there for you to start your own threads and ask your own questions, work through samples etc. etc.

It's up to you guys but, you will get lots more out of this through 'active learning' than just passively taking in my sagely advice! So.... no hook for the next part at the end of this article ( ).

[rjdejong]

Hah, that's sneaky well better get cracking at that copy of my website then

EDIT: Wizely you don't happen to speak fluent dutch do you?

[Rob]

I should be working, but I had to come and reply when I saw a new Copy Corner!

I totally agree with 'active learning' - I often find that the only way I truly understand something I'm learning is by doing it. I often find myself having little eureka moments and moments of clarity (eg, "So that's how it works!") when I'm actually putting what I've learnt into practice. I think it's because however great a teacher is (and Wizely really knows his stuff!), you will only truly grasp something when you see it through your own eyes - by doing it.

It's a hard concept to explain, but I hope people take up Wizely's advice and start posting questions.

[notbanksy]

A very nice addition to CC, thanks Wizely.

I agree with you, Rob, and I think writing is a little bit like composing; you can read as many text books and tutorials as you like, but it is only by diligent practice and attention to your work that you begin to feel how it works. I wonder if understand is the wrong word for it sometimes. There's a lot of importance in finding your own voice, rhythm and style, without which your words (or music) can sound contrived and dull. I think this forum will really take a leap forward when we all start contributing in more depth.

**goes off to play the guitar**

[ErisDS]

I know that I've had to read a few of the articles a couple of times. Usually, by the end of the article I've learned a new trick, and it's fun to reread the article and realise all the ways and places you used the trick yourself. I've said before that there is so much to read between the lines - the articles are short and sweet but the content is jam packed.

I always feel whenever I read anything written by Wizely that I'm being played with! I try really hard to see what you've done, what tools you've used to get in my head, but I'm sure I miss loads of it and am secretly being programmed!

[BlueDreamer]

wizely, on Jun 27 2008, 12:21, said:

The main reason though is a subtle piece of wording in the title - "The secrets I'm not telling you". I've hinted and even blatantly said there is a lot more going-on in each article than just the telling of facts. Throughout the series I have been using many different techniques in the background - so I may not be telling you my secrets but I've been showing you plenty!

Too right!

I know your game... you give everyone the numbers but unless you add them up you will never find the answer

[wizely]

Quote

I know that I've had to read a few of the articles a couple of times. Usually, by the end of the article I've learned a new trick, and it's fun to reread the article and realise all the ways and places you used the trick yourself. I've said before that there is so much to read between the lines - the articles are short and sweet but the content is jam packed.

Cheers sis! Glad you enjoy them enough to go back over them. You've pretty much summed-up what I've tried to achieve and what the true value of these articles is. Although the 'face-value' of each article is hopefully useful - each one is intended to employ the 'tricks' and 'secrets' of copywriting so that when I introduce them later you'll go "Poopies - I see what he did there!".

Quote

I always feel whenever I read anything written by Wizely that I'm being played with! I try really hard to see what you've done, what tools you've used to get in my head, but I'm sure I miss loads of it and am secretly being programmed!

I'm glad you feel that way (although I did overheat when I read the first sentence of that ) because I have been secretly programming anyone who really reads these articles! It's what copywriting is all about - engaging, maintaining and directing the readers attention, manipulating your mood and making you want to read more not hit the back button!

bluedreamer, on Jul 24 2008, 03:00, said:

Too right!

I know your game... you give everyone the numbers but unless you add them up you will never find the answer

Learn by doing, learn by doing! (I think I got that from Scrubs!). Honestly the best way to learn is not to be told how to do things, but to see them in action and then practice.

I suppose the upshot of this is - if anyone is interested in improving their copywriting then get stuck into these articles and see if you can find those 'tricks', ask me questions about them, discuss them etc.