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!

Author: Bobbye

Bobbye Middendorf, MA, partners with evolutionaries as mystic-catalyst, healer, and poet -- evoking experiences of hope, self-grounding, self-trust, resilience, and joy. Spoken Word Alchemy opens portals for Yin Arising via mentoring; she offers inner wisdom guidance and word altars. With WayMakers, this award-winning wordsmith regenerates their clarity and expansive expression to live life as a work of art.

6 thoughts on “Copywriting: The Case of the Missing Keyword — Blog Challenge Post 26”

  1. Hi Bobbye,

    Oh, my, where would we be without words, without copy, without copywriters? Communication is what makes the world go around, and when we can’t be seen, we have to be able to rely on these tools. It’s the dang keywords that always trip me up!

    You are a beautiful writer who uses these tools to their best advantage. Thanks for the thoughtful post.
    Marcia

    1. Marcia, Thank you for your kind words. Words are indeed powerful. While there are tricks of the trade, if you know your content and the problems/issues/challenges of your clients, then offer your products/services heart-fully to your customers, you will almost always get at those keywords almost by accident. I really appreciate being in conversation with you.
      ~Bobbye

  2. Ah yes, that keyword thing! As a writer who is definitely in the copywriting learning curve, it is good to read a soul-full approach to the craft. What I have learned about the nuts and bolts is important, but in writing consciously we remember WHY we are doing it. Makes all the difference to me as a reader and a writer.

    Nice blog!

    1. Janet, Thank you! There’s a new approach out there, and you’ve really identified the key: To constantly return to the deeper why we are providing our services/products, and our most passionate wish for how we serve our clients/customers. I appreciate your feedback. Bobbye

  3. I think two of the most important things in getting a message out are keywords and copywriting. There, I said it. Oh, and content. The three most important things in getting a message out are…

    1. Rob, Absolutely! Content is key. I would be hard-pressed to prioritize the list: keywords, content, copywriting.
      Hmmm…Maybe an idea for a new blog post!
      Thanks Robert

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