The biggest lesson of my career so far is that I don't need to like my work.
I'll be clear: I ENJOY my work. But I don't have to like the end result or even be happy rereading what is sent out to prospects.
Why doesn't this matter? The answer is twofold.
First of all, I'm rarely the ICP.
While most of my clients in the fitness industry are happy to work with catmums in their 30s living outside of their home country while working in marketing, that's rarely their primary ideal client persona (ICP). So, I'm usually writing for someone who is unlike me, has different tastes, and very distinct objectives in life.
Secondly, objectively liking something doesn't guarantee conversions.
This was really hard to learn because I really care about my writing. I want the company hiring me to have the best output, the best practices, the best words on the page. In my younger mind, that meant that the copy should be likeable.
But if I don't like my work, I can still waltz off into the sunset, pay cheque in hand. The client can't. The company can't. They have to use that output. So while it used to pain me, now I find joy in delivering something I hate, if the client is happy.
What does it mean for copy to be objectively dislikeable?
I have a list of copywriting dislikes that's longer than my arm. For your sanity, I'll highlight only the ploys I've used recently, to great effect.
I feel confident speaking for many writers in saying: we dislike copy that:
Switches between Title Case and Sentence case mid-piece
Uses CAPITAL LETTERS for emphasis over formatting
Dots emojis around over finding the perfect words to express the same feeling 😊
Prioritises impact over accessibility
Lets the images do the talking, and complements them instead
While these are not advisable in all (or even many) situations, the above "techniques" have their place. Not only can they boost conversions, they can also make writing more memorable.
When we recognise that our copy serves a purpose and a persona, we can let go. Our copywriting can be more free, and more effective.
That said, you won't see me SHOUTING at you on here merely for emphasis!
Interested in learning how great copywriting can lift your conversions, without changing anything else? Reach out.