The writing puzzle — Kelford Labs Daily

I’ve been doing a lot of copywriting for clients lately, and it’s got me thinking about why I like these projects so much.

It’s work I relish, writing the words that clients will put on their websites, in their blogs or newsletters, on billboards or TV.

Because there’s a bit of a magic trick to it. Finding a set of words, or a sort of phrasing, that clicks in a way that other words or phrases wouldn’t.

It’s a pursuit of perfection never completed, but that pursuit is the point—and the play.

Synthesizing research, reading, and experience to generate options that can then be tested, sorted, and improved.

And the words are often found in what the client’s customers are already saying when they describe the value they experienced. Finding those words, and understanding what makes them work, is incredibly satisfying.

So if you hate writing—and I know some of you do—maybe that’s today’s advice:

Remember that it’s never perfect—it’s a process.

If you don’t think you’re a good writer, that’s okay. Start by noticing the words your customers are using to describe your value, and find ways to integrate those expressions into your own statements.

Make it a game, a puzzle to be solved instead of a chore.

You might never find it fun, but you can find the right words.

Your customers are already using them.

Kelford Inc. shows you the way to always knowing what to say. Marketing positions and messages for hands-on entrepreneurs.