Why Copywriting Isn’t Really About The Words | By Chris Owen
Copywriting isn’t about the words you write. It’s about who’s reading them.
Some of the most creative writers in the world will never captivate an audience. The reason is simple.
To truly captivate someone, you have to make them feel what you want them to feel. That doesn’t come from a doctorate degree. It comes from feeling the copy yourself. I learned to shape the feelings of my readers, by first getting in touch with my own.
While writing a chapter in my new book, Mindset For Success, I got a reality check on this. I sat in a hotel room for a few hours banging away at the keyboard, growing more and more excited for the level of writing skill I was displaying. When I finished the chapter, I decided to celebrate my awesome, ummm awesomeness by taking a walk to get some air.
The World Around Me
During my walk I saw a mother and her child in the parking lot. He was holding out his arms, and pretending to fly around the parking lot. While speeding up to catch his mother on the way to the entrance, he tripped on the curb and put a nasty scrape on his elbow. As I walked by them I heard him say, “I’m not gonna fly anymore.”. With a smile she responded, “You just need to work on your landing”.
As I continued to walk, I passed a man in a very expensive suit working diligently to remove a scuff mark from his shoe. To him, I could tell, it was the worst thing that could have happened. A man who I can only assume was his business partner, gave some words of comfort. “Once you give them this presentation, they won’t be looking at your shoes”.
I rounded the corner and passed by the swimming pool. Here I had to stop and take a look. A father was teaching his son (no more than 6 years old) how to swim. I have 3 and 4 year old boys, so this intrigued me. The boy was scared, I could see it in his eyes. But the father believed in him. He knew this boy could do it, he just needed the boy to see it. This one went on for a while, and ended with me jumping the fence and cheering him on. It even surprised me how excited I was to see him paddle his way across. In my mind, it was my son and me coaching in that pool, and I wanted him to succeed.
A Revelation
When I got back to my room, I trashed the chapter I had just written. You see, I realized something on that walk. I passed by a hundred people in that short time, but the only ones that caught my attention were the ones I could relate to. In some small way, I could see myself in their shoes.
When the boy fell down, I saw my own son crying, and it even sparked memories of the times I had fallen.
The man with the scuffed shoe was me not too long ago. Preparing for a military inspection, knowing in my mind that I had to be the best in line. Any detail of imperfection was unacceptable.
The boy and his father in the pool was a victory I have yet to celebrate, but one I am soooo looking forward to. I see it in my mind, and feel the joy of watching my boys swim across that pool. Knowing the sense of accomplishment they will feel brings a warm smile to my face.
What Now?
It is the same with our writing. No amount of writing skill can make up for building a relationship with your readers. You will do better writing at a fourth grade level and saying something enlightening, than writing at a college level and showing off you mastery of the English language.
I rewrote that chapter with the reader in mind. Not the writer. It’s the same story, but in place of my ego, I substituted my feelings. Now when people read it, they relate to me and my experience, which is, after all, the goal right?
The next time you sit down to write, take that walk in your mind. Think about the audience you are trying to reach, and what they might be doing right now. Don’t try to impress them with big words, do it with big thoughts. In the end it’s about being memorable, not hard to remember.
Chris Owen
Now, I don’t know about you but Chris Owen’s writing has that special spark that most writing is missing. You know, Chris is probably the most inspiring blogger I’ve ever digitally met. And believe it or not, recently he’s been working with Jim Yaghi (yeppers, the Pay-Per-Click genius). Watch this man, he means business!
If this post moved you (it most certainly moved me) then please share it with your friends on Facebook, Twitter, or even Better Networker. After that, you can sneak a peak at what Chris is up to these days over at: www.chrisowenacademy.com
To you success,
-Jason The “Better Networker”
-The Jason Better Blog
P.S. If you would like to be a featured guest-blogger on The Jason Better blog then please send your article submissions to jasoncbetter@gmail.com (Don’t forget the “c”).
59 Comments
David Wright on May 3rd, 2010
Wow! I was moved be even the chapter he trashed.
I got the point though to connect with the readers… as many of them as possible, without assuming they will see through your eyes as you should be seeing through theirs.
Awesome post.
Thanks Chris and Jason
Awesome post
[Reply]
May 3rd, 2010 at 10:31 am
I second that, David – our natural tendency is to see the world revolve around us, when the matter of fact is that it’s our job to enter the prospects world, not the other way around.
Ana Hoffman/Ana YourNetBiz on Better Networker
[Reply]
May 3rd, 2010 at 5:09 pm
Hey David,
You got the point exactly. As marketers we not only have to build a bridge to prospective clients, we have to cross it first.
[Reply]
Dwayne Huggins on May 3rd, 2010
Awesome Chris
I have been a big fan of your writing skills and I have learned a lot from you.
I can’t wait until your book comes out.
Jason your right, Chris has something special with his writing. I guess it is what he has outlined here. Writing with feelings and aiming your words at the reader not at self.
Good choice J
Dwayne
[Reply]
May 3rd, 2010 at 5:11 pm
Hey Dwayne,
Thanks for the huge compliments. I enjoy reading your work, so hearing that I had some helping hand in it is a great feeling.
[Reply]
Michael Cole on May 3rd, 2010
Hi Jason,
Fantastic post by Chris Owen!
The way one sentence flows to the next, you can’t stop reading, you just have to know where he’s going.
Great Post Chris.
Mike
[Reply]
May 3rd, 2010 at 5:13 pm
Me and you both Michael. Just kidding, but really in some of my writing I get so caught up in my emotions, I have a hard time getting the lesson in.
I call it “flying by the seat of my pants copy”. Sometimes I don’t know where I’m going from one sentence to the next.
[Reply]
Matthew Pedler on May 3rd, 2010
Man it’s awesome that you featured Chris,
The man is an amazing writer and all round great guy.
It’s impossible to read his posts and not be moved by them.
Thanks Jason and Chris
[Reply]
May 3rd, 2010 at 5:17 pm
Hey Matt,
You’ve had some moving stuff out lately yourself. I loved the post about buying your dad the motorcycle. Great stuff Matt.
[Reply]
Yo Le on May 3rd, 2010
Hey Jason and Chris,
This was a brilliant post!
I know sometimes I sit down to write an article, blog post, or even and email and I have to envision myself catering to my audience.
I agree with Jason. Chris has that spark.
Awesome guest post!
- Yo
[Reply]
May 3rd, 2010 at 5:20 pm
Hey Yo,
Thanks so much. I like to do exercises much in the same fashion. I even enlist my wife sometimes to read the finished post and help me find the disconnects so I can reword them.
[Reply]
Marcus Baker on May 3rd, 2010
The writers that move me are those that have the ability to help me make connections with my emotions in order that I can make sense of my own life. What they write about is a contextual bridge to something far deeper than the topic itself but there always has to be a gateway to that experience. The ego is the writer’s greatest challenge. Thanks for reminding me about this Chris. Top class post.
Marcus
[Reply]
May 3rd, 2010 at 5:24 pm
Thanks Marcus,
This is definitely something I struggled with early on. I wrote technical articles that people had to read three times to sink in. I know this because my newsletter had an average 277% open rate. Which to me meant that people kept having to come back and read it before they could implement the strategies I was teaching.
I have now learned to tone down the technical aspect and make things easier on the reader. Instead of trying to wow them with my knowledge, I try to touch them with my experiences.
[Reply]
Susanna on May 3rd, 2010
Hey Jason,
I’m so glad you featured Chris today. That’s a great article and excellent choice.
Amazing what a little time away from our work can do. Every once in a while, when one of my kids needs my attention in the middle of writing, it ends up being a good thing.
When I come back and read what I have written I see it a little different, and make the needed changes.
Awesome post, great advice.
Susanna
[Reply]
May 3rd, 2010 at 5:26 pm
Hey Susanna,
I know exactly what you mean. When I am in town, my kids are so happy to have me home, there is no hope of writing without breaks to play.
When I come back to the computer I almost always change what was already written.
[Reply]
Josh Garcia on May 3rd, 2010
What a great selection!
These words are powerful as Chris paints the picture in your mind. I enjoy reading his material and learning from it.
Congrats Chris!
[Reply]
May 3rd, 2010 at 5:29 pm
Hey Josh,
I like that, “paints the picture in your mind”. Thinking of the picture gives you something to describe in the text. With the right detail you can write about the sound it makes when you pop the seal on a fresh can of Folders coffee, and have people thinking they actually smell it.
Words are very powerful.
[Reply]
Wayne Wu on May 3rd, 2010
Purely awesome.
Chris is a master of painting word pictures. We didn’t need the thousand words to see what he was describing.
I loved it,
Wayne
[Reply]
May 3rd, 2010 at 5:33 pm
Hey Wayne,
thanks so much for the compliments. I have never thought of myself as being so good at giving the picture in my writing.
Its funny you say that too, because I have been struggling lately with trying to cut down the amount of words in my articles. I always feel like I need to give more details, and I end up writing a novel.
[Reply]
Bob Clarke on May 3rd, 2010
Wow Chris… I feel like we’ve known each other for years and are long lost friends. That’s how powerful your writing is for me.
I learned a lot today. But most importantly, I learned to focus more on the relationship than showing off all that I’ve learned.
Thanks so much for this.
[Reply]
May 3rd, 2010 at 5:35 pm
Hey Bob,
That’s one of the biggest compliments I think someone can get with this type of writing.
To have someone feel like they know you.
I’m happy that you got something out of this that you can use in your own writing.
[Reply]
Yadvinder Singh on May 3rd, 2010
That is great insight on how to be a better writer and connect with your audience by speaking their language. Thanks for the guest post.
[Reply]
May 3rd, 2010 at 5:42 pm
Hey Yadvinder,
I think some of the greatest insights in life come in those small moments when we think we are doing something else.
I thought I was celebrating great copy, and somehow got schooled on what it really means to write great copy.
[Reply]
Rhonda Miller on May 3rd, 2010
Chris,
That was a powerful message. It really hit home with me and such a simple concept. Thanks for writing about it.
I know you have touched many and are definitely going to touch many more.
Rhonda:)
[Reply]
May 3rd, 2010 at 5:45 pm
thanks Rhonda,
I’m glad this message helped you in some way.
I definitely do hope that I can touch many more lives than I have so far.
Hearing feedback like I have today definitely motivates me to do more.
[Reply]
Kerie Cooper on May 3rd, 2010
This was helpful for me, as I find my writing voice. I can relate to the story-telling approach – it is very moving.
Kerie
[Reply]
May 3rd, 2010 at 5:49 pm
Hey Kerie,
You have come to the right place to find your voice. Jason will surely point you in the right direction.
[Reply]
Nelson Montanez on May 3rd, 2010
Thanks Chris for that enlightenment! What a simple way to connect with your audience.
Great idea Jason for a guest blog post. Should do it more often.
Be Blessed
Nelson
[Reply]
May 3rd, 2010 at 5:52 pm
Hey Nelson,
Though we get great content from some of these guest posts like, Derek Alvarez and Josh Garcia.
I do love reading the posts that Jason puts out. He has a way of making complicated tasks seem easy.
[Reply]
Derek Alvarez on May 3rd, 2010
I love this message, Chris!
The thing is, though, that being yourself works even better when you’re a great guy — which you certainly are!
It’s been my pleasure to get to know you over the past few months and it’s been easy to do because you “put yourself out there.”
[Reply]
May 3rd, 2010 at 5:57 pm
Hey Derek,
Thanks so much for the compliments. I feel the same way about you.
I am looking forward to being a guest on your training call on the 13th. You guys are a great pair. Always stepping up the value to your audience.
You are also great at putting yourself out there. I feel like we’ve been friends much longer than we have.
[Reply]
Ilka Flood on May 3rd, 2010
Thank you so much for Chris’ guest post, Jason. And have a safe trip!
Chris, you know I love your stuff. I’m a big fan of yours and I can’t wait to get a copy of your book.
You write with heart and that’s how you connect with your readers. You paint pictures in their minds. They can relate to what you write and you touch them in a very special way. It’s no secret that sometimes I make sure I have a box of Kleenex near to me when I read your blog.
Keep it up! You’re doing great!
Ilka
[Reply]
May 3rd, 2010 at 6:07 pm
Hey Ilka,
Thank you so much. Hearing all of this today has been very motivating for me.
Sorry to run up the kleenex bill.
You have some great material yourself. I noticed that your first article on BN got loaded with votes, tweets and shares. I also noticed your 10 ranking. I told you that you could do it. Your writing is really great and I am so happy to see you progress.
[Reply]
May 3rd, 2010 at 8:16 pm
Thank you so much for your kind words, Chris! They are truly appreciated!
[Reply]
Gayle Buchanan on May 3rd, 2010
Morning Jason – safe trip
Chris – thanks for post, you are right, it’s about the reader and if I don’t get out and about, it’s easy to get all consuming about the wrong stuff.
Thanks again
[Reply]
May 3rd, 2010 at 6:12 pm
Hey Gayle,
Yeah, I have to keep a check on the things I get consumed with. I have that personality that makes me dive in and not come up for air.
Sometimes I need to step away and look at things from a different perspective. Then I can see what steps I need to take.
[Reply]
Eric McMillan on May 3rd, 2010
Hey Chris,
Here’s another prime example of some awesome writing talent. There are very few people who can turn emotions into words on a page like Chris does. Glad to be here before he gets on those book tours waiting him.
[Reply]
May 4th, 2010 at 12:21 am
Hey Eric,
Thanks brother, don’t know about the book tours just yet. You and I still have a few tours to take the wives on I promised ahead of time.
[Reply]
Harold Hutchinson on May 3rd, 2010
My 40 yr old daughter has been dealing with a medical crisis in her life for the past two years. She recently created a blog about her trials and tribulations seeking a cure for a medical mystery disease affecting abnormally high spinal fluid pressures and the intense migraine headaches that debilitate her lifestyle.
I shared her blog with my friends and associates. I was amazed at the feedback I received from those who followed her blog. Mostly, it was the intensity of her feelings that kept everyone glued to her next post. Here is an example of what was so eloquently stated in this article. People care about feelings.
[Reply]
May 3rd, 2010 at 6:19 pm
I am so sorry to hear about your situation. I would love to have the url to your daughters blog.
If there is one thing I do know about it is medical crisis. There is always hope, always. I would even like to speak with her if it is possible.
My personal story includes some pretty tragic injuries from Iraq. I was told I would never walk again. I never gave up hope, and now, not only can I walk, but I can run.
Sometimes people need to hear those stories so that they can have hope in their own life. I would be more than happy to be a part of that.
[Reply]
Anne on May 3rd, 2010
Jason,
Have a safe trip and enjoy your time away. Thanks for sharing this wonderful post.
Chris, I was moved the first time I read your story on your blog. You are a very inspiring young man and are destined to do great things in this world.
All the best to you.
Anne
[Reply]
May 4th, 2010 at 12:05 am
Thanks Anne,
I certainly hope that your words are spoken with divine intervention.
I plan to be around for a long time, and my goals originally made my family and friends think I was crazy.
Nowadays, I’m not looking quite so crazy at home. lol
Thank you so much for your support. I remember your comment on my about me page. Thanks for that. I spent two hours on the drive in theater project on there. lol
[Reply]
Jason on May 3rd, 2010
Wowzers!
I knew Chris was a good looking guy but this is awesome. A great big thank you to everybody who shared this on Twitter or Facebook today.
I wish I could have been here to answer all your comments too… but I see Chris was here to hold the fort…
What a guy!
[Reply]
May 3rd, 2010 at 6:53 pm
Hey Jason … you one of those naughty people who didn’t switch off their cell on the plane LOL. Chris is awesome, thanks for the info. spot ya
[Reply]
May 4th, 2010 at 1:10 am
Yeah Jason, I figured since you weren’t home, and I had the spare key to your place today… I would just prop my feet up on the coffee table and do some conversat’n’.
Thank you so much for this opportunity. You truly are a great guy. And your readers are awesome too. There has been some unbelievable response today. Thanks to all the “better bunch” for being so kind in your comments, tweets and shares today.
[Reply]
jim yaghi on May 3rd, 2010
Chris,
awesome post bro! and like David, the part that hurt most for me was when you trashed the chapter lol. any writer will identify with that pain the most ha!
jim
[Reply]
May 4th, 2010 at 12:52 am
Hey Brother,
I know what you mean. That chapter didn’t hurt so bad. I had so many new ideas it was just in the way.
Now I had a few pages of content for our project yesterday, that just ain’t working with the end goal. As hard as I’ve tried to fit it in… it just ain’t looking good. That one hurts.
[Reply]
Patrick on May 3rd, 2010
Nice post. Easy to read & relate to.
[Reply]
May 4th, 2010 at 12:58 am
Thanks Patrick,
You just summed up one of the best comments I could ask for in 8 words. You should write ads.
[Reply]
Ken West on May 3rd, 2010
Jason and Chris,
Thanks so much for the post!
“You will do better writing at a fourth grade level and saying something enlightening, than writing at a college level and showing off you mastery of the English language.”
I had to learn this when starting out on my blog. I was so used to writing letters in the professional corporate world that it took some getting used to.
You have some great insights into relating to the audience, and I appreciate what you share with us.
Ken
[Reply]
May 4th, 2010 at 1:04 am
Hey Ken,
I can relate to the corporate formatted letters, and 300 word paragraphs. I have much more fun with this. In the military, if you wanted to write a letter to command you had to download a form with directions and the correct letterhead. Ahhhhhhhh
[Reply]
Wayne Vassell on May 4th, 2010
Hey Chris,
I see you are working the magic again!
You capture the reader well, I read many blog posts, but only a few keep me looking forward to each sentence, this is quality my friend.
Hey J, good guest blog post choice, Chris is a star in the making.
Wayne Vassell, signing out…
[Reply]
Greg Felty on May 4th, 2010
Excellent post, Chris. Well written and a pleasure to read.
“…it’s about being memorable, not hard to remember.”
I like that.
[Reply]
Tragena on May 4th, 2010
Great job My Love,
Um, that would be directed to my husband, Chris. lol.
I really enjoy reading everything you write. You’re very talented. I especially like it when what you write is to me. hehehe
Your determination is inspiring. Keep pressing on…the best is yet to come.
Tragena Owen
[Reply]
May 5th, 2010 at 10:49 am
You know how to pick them Tragena!
Thank you for sharing your Chris with the world. He’s one awesome guy.
[Reply]
Hey Guys (and Gals)…
I might not be in the office today.
Which means I might not be able to answer all of your comments.
Gosh, I’ve been plane jumping… not literally… but practically since Sunday… but didn’t want to leave you hanging in the air.
I hope you enjoy this guest post by Chris Owen.
He’s an awesome guy.
And please share this one with your friends and let Chris know you enjoyed his post.
[Reply]
May 3rd, 2010 at 8:29 am
Wishing you many a safe journey wherever they may take you:)
Great post by Chris. I will definitely let him know. I had tears in my eyes it was so “real”.
Have a great Monday,
Rhonda
[Reply]
May 3rd, 2010 at 10:41 am
Hey Jason,
Have a safe trip, or trips. And don’t forget, the landing is the most important part.lol
Thanks for giving me the honor of having a guest post on one of my all time favorite sites.
I’ve been keeping a digital back-up of some of my most memorable moments in this industry. This is definitely one of those times where I myself, am moved.
I’m a relative newcomer to this industry. Chris Owen Academy turns 5 months old Wednesday. I will say this to the readers visiting this. My first marketing site was August of last year, and I wrote all about business, with none of the feeling I use in my posts now. It was a total flop of a site. More of a capture page with rotating words than a blog.
When I learned how to really relate to an audience, and convey feelings in my writing instead of selling points, things changed dramatically, and I started over.
Now my experiences in this industry are have led to some of the best friendships of my life.
All because I realized it was easier to just be me.
Thanks so much Jason for this opportunity, and thanks to all of those readers, and especially the “better bunch”, for making my digital life so amazing.
Chris
[Reply]