When you think of copywriting tips, it isn’t Shakespeare who typically comes to mind.
Maybe it’s because he wrote in King James English or that we study him in advanced English classes. But whatever the reason, we forget that Shakespeare was a man of his time.
Like modern writers, he was trying to make a living doing what he loved. He was also challenged with finding creative ideas fast… connecting with his audience… and producing enough quality material to earn a decent living.
Obviously, he succeeded. Centuries later, Shakespeare is one of the most recognizable names in literature and drama.
So it makes sense that throughout the month of his birth and death — both on April 23 — we glean a few writing tips from one of the best writers of all time.
“To thine own self be true”
As copywriters, we face a unique challenge. If we write only what we’re interested in, we run the risk of not connecting with our readers. If we “play the game,” focusing solely on what sells, we may lose the joy of writing.
And with it, the spark that makes our writing work.
So what’s a writer to do? Let’s turn to Shakespeare…
This above all: to thine own self be true,
And it must follow, as the night the day,
Thou canst not then be false to any man.
Hamlet Act 1, scene 3, 78–81
In this bit of fatherly advice from Polonius to his son Laertes, we get a strong word to writers as well. Regardless of the concessions you must make to create salable work, you must, above all, remain true to yourself.
For me, that means three things:
Stay true to your passions
When selecting your niche, pick something that you enjoy, that you’ll enjoy spending all day every day researching and writing.
Don’t simply let circumstances direct you. Take the time to explore every option available to you. Try new things and stretch your limits, to be sure. But as you do, always stay true to yourself.
Don’t try to write copy that doesn’t feel natural to you. Don’t write for a company whose voice isn’t comfortable for you. And don’t choose a niche just because it pays well.
You need to wake up every day excited about your work. So your projects need to line up with your beliefs, values, and even your personality.
For instance, are you an eternal Pollyanna who sees every glass half-full? Seek out self-help, motivational, or fundraising projects. Are you fascinated by Wall Street and international trade? Go into financial or political copywriting.
Whatever your interests and passions, stay true to them.
Develop an authentic voice
As a writer, your voice is tantamount to your brand. It must be distinct and recognizable.
The only way to develop your voice is to write. A lot. Over time, you’ll develop a characteristic way of talking, of getting your ideas across.
To be sure, starting out, you’ll do a lot of imitation. But being able to write like Shakespeare (or Eugene Schwartz) isn’t the end goal. You must learn how to write like YOU, only better. (I’m assuming you, like me, never feel that you’ve arrived. Our goal is to make every page better than the last.)
So follow all the rules. Be conversational. Be real. Keep it accessible, interesting and readable. But in the process, make sure it’s still you.
Don’t waste your time (or your readers’)
The bottom line in writing is this: Have something to say, then say it well.
Every writing project, whether a sales page, an email or blog post, should have a point. Otherwise, why ask anyone to read it?
But just as your voice must be authentic, so must your message. If you don’t believe in the Law of Attraction, for example, don’t write for a company that’s built around that belief. Because, let’s face it, if you don’t believe in your product, you’re wasting your time and your readers’.
You’ve got to be true to yourself as a writer, and that means writing copy that you’ll be proud to showcase in your portfolio. To do that, focus on acquiring clients who fit your style, whose message and voice are comfortable.
In the long run, you’ll enjoy your work more. And hopefully be as successful as Shakespeare.
This month, in tribute to the bard, we focus on writing (and business) lessons from Shakespeare. Be looking for tips that derive from his own life as a writer and a few that he put in the mouths of his characters.
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Interested in taking your copy to the next level? Look for a copywriter with a similar strategic focus and a strong voice. Or better yet, give me a call. I’d love to help.
