Without passion, you don't have energy - without energy, you have nothing

The above quote is by Donald Trump and has resonance with regards to copywriting. I know I’ve mentioned the need for energy in copy before, but it really is the bedrock of great marketing. If your sales material merely explains what you do, you’re missing the whole point. Who is going to get excited about your products and services? No-one – apart from the odd student perhaps. (And I do mean odd.) Because without passion, and hence energy, the words on the page will simply leave you cold and uninterested.

So make sure you inject passion into your writing – giving it a vibrant energy that  attracts and draws the reader in. Energy that keeps them interested and carries them through your sales pitch on a wave of enthusiasm. From headline to call to action, your energy should radiate from the page, making your message easy to read and act on.

As a copywriter I have to believe in the products and services I sell for my clients because otherwise I can’t even begin to do them justice. It means I lack the necessary energy and enthusiasm. And it’s one of the reasons why I don’t work with companies whose business operates outside my moral code – and I’ve turned down several pieces of work because of this.

So make sure you ignite your own energy by thinking about what it is that excites you about your products and services and get that down on paper tout de suite.  And by the way, if you’re not writing the copy yourself, it also helps enormously to inject energy into your brief to help inspire your writer who will pass it on to your audience.