Copywriting: The Case of the Missing Keyword — Blog Challenge Post 26

Copywriting. There. I said it. It’s part of the name of this site. It’s a valuable keyword. But it’s practically invisible, rarely written about here. What gives?

In post 25, defining Write Synergies, I said I’d address the case of this missing keyword—copywriting. I started with Write Synergies, but tacking on a popular keyword seemed like the right thing to do at the time.

On my longer marketing journey from starting this site (and even before) to now, I’ve come to realize that copywriting is a tool. It remains an important tool if you want to connect with your community, your niche market.  Copywriting helps you tell the story of your product or service in a way that connects to your people.  You identify the obstacles and challenges they are facing, then proceed to engage them in a process of understanding and accepting your offer — what will solve the problem or help them overcome the obstacle — the thing that’s most present and painful relating to your topic. (And if you’re like most of my ideal clients, you’ll add lots of value and transformations along the way, what those clients need but didn’t know they could even dream of asking for.)

The old definition of copywriting was “Salesmanship in print.” You’ll still find that traditional kind of copywriting around: hard sell sales letters, fear-based mailings, screen after screen of online letters, flashing buttons and arrows, an urgency that feels false and forced. “Salesmanship” is changing even as the jaded, cynical and info-overloaded world of people out there surfing, texting, tweeting, are finally realizing they are hungry for something else, something different, something more nourishing to both body and soul.

For those of us calling ourselves soul-preneurs, conscious creators, authors, writers, artists, healers, those in conscious business or soft sell marketing or mindful service providers and messengers with a message of change, hope and transformation, we are the ones committed to contributing and serving our communities.  For us, that kind of copywriting doesn’t ring true. Our people are looking for a genuine connection. In the old regime, authenticity and genuine connection are in short supply.  Our people hunger for our authenticity to touch their hearts. We know it, yet all that seems to be available are the old tools.

My writing journey and client interactions have indicated that copywriting, as a tool for outer expression, is best partnered with an inner journey first.  Many of the posts at Write Synergies Copywriting set the stage and make the case for the importance of that inner journey, what I sometimes call your creative or marketing vision quest. In fact, if you’ve followed along the 30 Day Blogging Challenge, you’ve joined me on an inner journey here.

While I’ve said very little about copywriting, it’s not because copywriting is not important. Rather, it’s because for those of us who bring the fire and passion of service and contribution and leadership to our work, copywriting, at least in the old sense, is necessary but not sufficient.

Some of my clients don’t even like it that I have copywriting as part of the name of my site. “That sells you short. It doesn’t get close to all you do!” they cry. But it is a piece of what I do. Crazy as it sounds, the big vision at WriteSynergiesCopywriting is to literally redefine the model and best practices for what copywriting really means. Copywriting, by the way, is but one of the many pieces of magic I do with words. The point I emphasize to all my clients is the crucial role that the inner journey plays, even in a seemingly straightforward process like copywriting.

Part of the magic, in doing this inner Write Synergies work with clients (and before getting to the copywriting per se) is that we excavate each client’s inner voice. We uncover the vision at the heart of her purpose, why she is here, why she is called to share her message.  We tap into the deepest level of authenticity that he is willing and able to bring to forth at the present moment. Who knows? Maybe in the next iteration, we will go deeper.

Copywriting is a tool, a powerful tool. During its heyday in the 20th Century, it convinced us we needed things that we didn’t even know we needed.  (Maybe, as it turns out, we really didn’t need them…) Now in this paradigm-changing moment, we reshape the old tools to the new world. We reconfigure the tools to serve the highest purpose that we can manifest in our work and creations. The new reforged tools are malleable partners with you (more synergies magic!) to communicate the highest message, the conscious and mindful path that your project, venture or creation offers to your tribe. We are in the midst of a transformative and visionary moment. I urge you to reforge the tools at hand using the heat and fire drawn from your inner journey first.

There are plenty of practical tools and many great teachers. I was inspired to write about my own “missing keyword” when I read this post by my colleague Connie Ragan Green, the brilliant and diligent teacher who convened this 30 day blogging challenge. It seems keywords are a challenge for many of us.

For practical, hands-on insights around keywords for your tribe, check out Connie’s post: http://ebookwritingandmarketingsecrets.com/free-keyword-research-how-to-use-keywords-to-build-your-internet-business/#comment-4427

Hey #blog30: We are sprinting to the finish line. It’s been a blast!

Create and Implement

Create and Implement: Sounds simple. And it’s the heart of the matter, isn’t it? If you are a visionary author, writer, messenger, thought leader, or conscious creator with a mission to heal, the idea is to get the work (and its healing results) out there into the world, to start serving the people you came here to serve.

I just read a review for a creativity process book over at Amazon, and there are now comments on the comments. One of those subcomments really struck home. Do these creativity process books help you take action on making your art (whatever it may be)? Or does the process lull you into endless loops of reflecting on the process?

It’s a fine line, I think. Because the inner journey, as discussed in prior posts, is important to building a strong foundation for the outer expression of your work and gifts and greatness in the world. But at a certain  point, it’s time to just do the work, to build the house, write the book, call the clients. How can you use these “process” approaches to launch you into the doing of the actual work (art) you came here to do (make) — and not as an excuse for endless procrastination and preparation?

Note to self: Is this a potential danger of the Write Synergies Path work that I am creating? How may I structure this “process” so it’s more about moving my people forward with doing whatever is the important work/art/creation/venture?  How do I prevent myself and others from falling into the thrall of something completely impractical and tail-chasing as an excuse to avoid the work of creating?  How can I make sure there is practical traction?

My personal challenge IS in doing my “own work,” whatever that may look like. It looked for a time like poetry. And for time it looked a lot like collage/assemblage. Then photography. Now it seems to want to shape itself into a book. Or several. And collaborating with visionary thought leader clients to support and mentor them in creating their most important writing projects.

This post, “create and implement,” is really all about encouraging you in the doing of your work. To do full justice to “create and implement,” it really calls for more detail than a  single blog post here.

You ask, “Do I just start creating?”  Yes. Sometimes you just start. Sometimes, instead, the creation “starts” you–its call is so persistent that it seeps out of your pores and your pen or across the keyboard without your even being full aware of it. This is the luscious process of what I call “divine dictation.” Something comes out, flows out the pen and onto the page.  I know I wrote it, but I don’t have a clue where it came from. These are the moments of the gift. It’s important to grab the gift moments, treasure them, and build on them. They are the gold.

Then there are the other moments, when the engine is cold and it’s tough to start. These are the times when the “Just do it,” motto comes in handy. Times that call for the admonishment to be willing to write what Anne Lamott calls, the “shitty first draft.” Get something out there. Pen to paper even when you don’t really “feel like it.” (And here, a perfect time for acknowledging the gift of the 30 day blog challenge, to get stuff done and out in spite of resistance, procrastination. So thanks #blog30 community!)

Remember: It’s a stronger house with a foundation, and it’s a stronger creation when it has the grounding and foundation of having done the inner work first, tapping into the vision and building on your authenticity, gifts, and greatness.

Be grateful for the gifts and moments of golden flow. But keep on writing (creating) anyway, even if you feel like you are plugging along up a steep incline. Think of the view when you get to the top. Just make sure you are climbing the right mountain!

Writing Your Inner Journey–Blog Challenge Post 14

I came across marketing expert and coach, Tara Kachaturoff, on Connie Ragan Green’s 30-day blog challenge.  Her post today, “Marketing Your Book – The strategy may be in “why” you wrote your book,”  suggests that authors and would-be authors look at the reasons why writing a book was important in the first place. Tara explains, “You can often find hints of marketing strategies that might be a good fit.”

She concludes, saying,  “I believe there is value in taking time to explore your original intentions as you may find some highly aligned and inspirational strategies that are perfect for you!”

Tara’s insights are right on the money. What she opens the door to here is the deep dive, what I call the “inner journey.”  In particular for conscious creators, visionaries, thought leaders, and paradigm-changing authors, writers, messengers, healers, and soul-preneurs, this sort of reflection creates the foundational inner work that strengthens the creator and the project. But why, you may ask, does that matter?

What I have discovered and observed over my time in corporate book publishing and a decade-long self-employment journey helping all kinds of clients with their words,  is that all the fantastic outer stuff is great.  But using those juicy marketing tools alone can result in “bright shiny object syndrome” without the foundational grounding of this inner journey.  Both creator and creation become like a tree without roots, and just as unlikely to thrive.

Think about it. Without examining your underlying motivations, your vision, aspirations, and goals, without the inner clarity that comes  from envisioning your path and ultimate destination (or at least the next few steps), then you risk traveling the road that old saying describes: “If you don’t know where you’re going, any road will take you there.”

Ideally this inner work and inner journey takes place before the book is published.  But as Tara observes, it can be powerful at any point in the process. I like to point out the importance of this by saying “the inner journey IS the journey.”

Safe travels to all!

Post 14 in the 30 day blogging challenge. Follow the great collegiality on Twitter at #blog30.