Hi there,

My name is Kent and I've studied Gary Halbert, John Carlton, and other top copywriting material.

I've accepted my first paid copywriting job for a software project.

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.

It really is showing up in the copy as my copy is falling flatter.

My question to the real pros and in particular Michael: How do you get enthusiastic about your client's product? What do you do to get in that emotional state?

Thanks for any and all advice.

warmly,
Kent

Hi Kent,

I don't have near the experience as some of the others here, but I do understand your challenge.

Obviously, if the product is a dog, you might be having difficulty because you can't believe in it? Thus, feel like you are not being sincere? Those of us that have the sincere desire to help others in this way can find themselves in a bit of a pickle with these situations... better to NOT accept the job if this is the case.

On the other hand, if the product is good (perhaps not the best), and a guarantee is offered, and it is evident that the company in question is not intending to pull a fast one, then I use my desire to help others to motivate me. In other words, I see the company's success as my success - I imagine them as dear friends that I want to help out, not just a faceless client. Plus, I love to write, and I love writing copy - so this isn't an issue - is it an issue for you?

I refuse to work by the hour, as this puts unneccesary pressure on me, I would much rather take my time and get it right, then try and rush something through - sometimes it flows beautifully, sometimes I am as dry as 10 day old bread and have to fight for each sentence, despite my love for the trade.

I may be wrong, but I think a big key is being cautious with who you accept jobs from. If a person turns me off, I will not work for them - there has to be mutual respect. The desire to help others, combined with love for the trade are extremely powerful motivators.

My $0.02

I hope this helps,

Tim

Kent, arghhhhhhhhhhhhhhhhh

Been there and still go there sometimes. You said ...

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.

Well, let me echo some of the sentiments already expressed.

Often, I love a product by itself. Sometimes, I don't. But my enthusiasm is not generated by the product itself but in finding something unique about the product. A "hook." An angle. An interesting twist. A USP (a unique selling position as well as a unique selling PROposition).

Sometimes it can take days for me to find one -- or to create one, if there are none. This is what gets me going. I'm a big fan of positioning, and trying to position an offering in my copy is what really inspires me.

Why? Because doing so helps me to: 1) be different so that the prospect feels there's something unique and of value, 2) communicate to the prospect at a personal level where the USP ties with what the prospect is looking for, and 3) serve the prospect like no other product has.

The idea is not to be better than the competition. It's to be different.

This morning, copywriter Nelson Mendez sent me a quote that sums it all.
<blockquote>
A good copywriter isn't in love with words (or products).

He is in love with people. All kinds of people, everywhere and anywhere. He is intensely interested in people. Watches them closely, listens when they talk, lives their bad moments with them, and rejoices in their victories.

He is so interested in other people he forgets all about himself, his own needs and wants, and after a time he knows why they think as they do. And he recognizes himself in them and knows what they do he is capable of doing whether is good or bad.

The way to write believable copy is to love people. Know what every living person fears, hates, loves, and rejoices just as you do. Let everything you write say to your reader, "I understand you. I have been in your shoes, I can help you, please let me try."

— Paul Bringe
</blockquote>

What a _great_ question.

For me at least, motivation management is a core issue of a
self employment lifestyle. There's no boss around to
provide this service, eh?

Kent, I can't offer the pro advice you seek, I'm just a
visiting tourist here, an experienced Net reader perhaps.
With that understood, here are my thoughts if you want them.

First, I'll briefly second the great comments already
offered above regarding using people as motivators.
The best job I ever had was in and of itself not all
that fascinating, but the people who bought my services
were. That made it work for me.

Honestly, if I was you (and I'm not obviously) I would be
concerned that this is your first copywriting job and you're
already bored.

No, scratch that.

Maybe you're learning exactly what you need to be learning
about yourself and your career right now and your lack of
inspiration is a gift from your deeper intuition?

Would it help if I shared why one Net reader shares your
lack of inspiration with your project? If not, stop now,
read no further!

As I understand it (I may not) you are attempting to
serve your client with a technique that in theory,

"Lets You Talk Anyone Into Anything, Anytime...Guaranteed!"

Hmm. If this is true you should be able to sell your
client's product to millions of people, and you and
your client both make millions of dollars in the process.
Surely that would be interesting.

If it were true.

(Sidebar to other posters: please observe I have not
accused Ken of anything, nor implied any kind of
moral failing on his part. I am simply addressing
his self reported lack of motivation as constructively
as I know how.)

Maybe the first person you need to sell on your writing
style and services is yourself, and you haven't closed the
deal yet?

This could be (I am only guessing) because the techniques
you have learned are somebody else's writing style, and
somebody else's techniques, not yours. Maybe your
inspiration will be found not in someone else's
mechanical formulation, but in your own unique mind, heart,
and soul?

I was sincerely interested in reading about the "Shy,
28-Year-Old Computer Geek Turned Master Hypnotist" until
he promised me something I know for sure no person
on earth can deliver. You lost me there, and maybe
yourself as well?

Just a theory, if the shoe doesn't fit, feel free
to toss it back at me.

Phil

Thank you for your advice everyone.

warmly,
Kent