Dear Chase,
Copywriters are a very interesting archetype.
We know the "tortured writer". We know what that looks like.
Picture Stephen King retiring to his study to smoke a cigarette while anxiously obsessing over a project that he perceives to be imperfect.
The exasperated look behind his horn-rimmed glasses that stresses you out just by looking at him.
The tortured writer.
The copywriter has a little bit more life in their eyes, but they're still typically a hot mess between the ears.
They tend to be overthinkers, people pleasers, and generally a little bit neurotic.
This is a good thing.
The best copywriters are like this.
The best copywriters have always been the type of people who VERY MUCH care what others think of them and their work – and they've been so their entire lives.
They are hyper-aware of what people might say about their work in advance of reading it.
In almost every other profession, overthinking is a bad trait to have. It slows you down and makes you less effective.
In copywriting, this is everything.
Obviously I'm exaggerating a bit.
I don't think it's healthy to exist in this mental state 24/7.
But if you can take these traits and use them sparingly, you will become a much better copywriter.
One of the biggest things that new copywriters struggle with is that they can't quite tap into what the avatar is thinking.
They aren't able to predict what a prospect might think when they're reading a sales page or an email, therefore they are unable to handle objections and paint the right picture.
I'll tell you, Chase…
As someone who used to be a chronic overthinker, this was my biggest superpower.
I was always on top of handling objections in copy.
I've always been able to predict what a customer will think of my sales messaging, and make sure I fill all of the holes in the arguments ahead of time.
I write copy in a way where no question will be left unanswered. Any reason to doubt the product or what it can do has been squashed.
I know how to do this because I've been tuned into every conversation I've ever had with this energy. I know how to make sure people understand where I'm coming from as to not be misconstrued.
This translates into copywriting very well.
The lesson here is to try your best to tap into this emotion, if you have it.
Allow yourself to be a little neurotic about what your prospect will think when they read your copy.
Think ahead about the objections they'll have.
Obsess over handling them in the moment, before they even have the objection.
It's a super powerful strategy and it has worked wonders for me.
Let me know your thoughts, Chase.
Yours truly,
Alex.
Sent from my Security Blanket
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