How Being A Good Listener Can Make You A Successful Copywriter
Know your prospect. You hear this over and over -- and it truly
is the most important secret of powerful, successful copywriting.
You can find out about your prospect from a number of sources.
Your client is one of the best. You can also tease some
information out of the data cards. And you can get glimpses of
your prospect from previous controls and even from the technical
specs of the product.
But there is one perfect place to go to learn who your prospect
is . . . to understand his fears . . . to get to know his hopes
and aspirations. That place is your prospect himself.
When you have the opportunity to talk with (NOT interview, but
really talk with) one of your prospects, you've hit upon the
richest possible vein of material for crafting your sale that
you could hope for. But if you want to squeeze every gram of
potential from your prospect, you must listen actively to his
words. That's why learning to be a good listener is one of the
most important skills you can develop in becoming a great
copywriter.
You can become a better listener - whether you're talking to a
prospect, a client, or anybody else - by using these five
techniques:
1. LISTEN . . . DON'T JUST HEAR.
Most of us are reluctant to come right out and say what we mean.
So it's important to listen for both literal and hidden meanings.
Listen to the cadence of the other person's speech and the words
and phrases he uses to express himself. These let you peek into
his real feelings. (And if you're talking to a prospect, they
can also give you exact words and phrases that you can use to
hit at the emotional heart of your sale.)
Ask yourself if his words and tone agree. He might be saying
something positive, because he thinks that's what you want to
hear. But if his tone and words give you a different message,
pursue it . . . without being pushy.
Listen for ideas and words that the person repeats. Listen for
changes in his voice that indicate he's excited about something.
And listen for pauses and changes of tone that indicate
something he's not interested in.
2. STOP THINKING ABOUT YOU.
Don't plan a response while the other person is still talking.
You might miss a really important point that could mean the
difference between mediocre and blockbuster results. Instead,
when he's finished speaking, take a few minutes to gather your
thoughts. Don't be afraid of silence.
3. TAKE MEANINGFUL NOTES.
You can improve your ability to remember by making a brief
record of the other person's main points. Efficient note-taking
requires practice. Make your notes brief, easy to interpret, and
easy to review.
But do NOT let your note-taking interfere with your listening.
It's better to listen actively and ask the person to explain a
point than to get lost in your note-taking and lose an important
idea entirely.
4. RESIST DISTRACTIONS.
If you're talking to the other person on the telephone, sit
where you can hear without being distracted. Resist the urge to
look at your computer or check email. Concentrate on
concentrating.
5. PRACTICE REGULARLY.
Practice listening and taking notes by paying attention to
difficult or unfamiliar material that challenges you -- for
example, the longer news stories that you hear on NPR or Sunday
morning news programs. (This skill will particularly come in
handy if you're talking to a prospect or client in preparation
for working on copy for an industry that's new to you.)
There's no doubt that being a good listener will make you a
better copywriter. Just remember that being a good listener is
more than being there while someone else is speaking. It's
hearing -- and understanding -- the message that's being sent.
Reprinted from the American Writers & Artists Institute's weekly
e-zine, "The Golden Thread"
http://www.awaionline.com/thegoldenthread