Kent, arghhhhhhhhhhhhhhhhh
Been there and still go there sometimes. You said ...
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My challenge is that I don't have nearly the same enthusiasm for my client's product as I have for my own. Their project does not fire me up the same way my own do.
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Every product has a new angle. Can you find the angle. Try not to go down the same old street everyone else would. If you know John Carlton you'll know his headline about the one legged golfer with the perfect swing ... thats what you call a new angle.
Now if its simply the fact you cant jump for joy about the product you can do a few things.
#1. Is it due to the fact you dont really understand the product?
#2. Is it due to the fact you think it sucks?
#3. Is it you just cant spit out that first line that leads on to the rest?
DONT PANIC ... we all get that.
Try and get into the character. Become the creator, the user or whatever it takes. Wrie in a different accent.
One of my faorite letters I wrote was for a Tree Aborist in Texas. His accent was so strong I could barley understand what he was saying to me on the phone.
So I wrote the letter in his accent. Does that make sense. I tried to become him in my mind. His passion, love and over the top enthusiasm spilled out all over the place.
Beyond that there are time when you can simply tell the cleint it isnt the job for you. He will respect you for that.
Tell you what I have done and still do. I have other copywriters I work with. If its a project that I hate I pass it over to them and heavily edit it later on my my own style.