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THE PLEASURE PRINCIPLE

Pleasure-Inducing Techniques

A common mistake made by young writers is getting caught up in the wordplay of their copy. Writers must not forget that the aim of copy is different from the aim of other forms of writing. While it can still be fun to read, it must also include:

  1. Rhythm

  2. Pace

  3. Musicality

  4. Imagery

  5. Surprise

Intelligent leverage of these components can turn copy into something that is both entertaining and effective.

Engage Your Imagination and Free Your Creativity

For many copywriters, their creativity can be stifled by their environments. Their daily routines of sitting and working at a desk can make it difficult for them to come up with new and interesting ideas. Some assignments require a little something extra, and in those situations writers can find great ideas in their own subconscious minds. The goal of any writer should be to take in information by reading as much as possible, and to put out quality products by being unafraid to try new things. There are three ways copywriters can become more creative:

  1. Changing locations to find new places to think creatively.

  2. Working at different times of the day.

  3. Changing materials, such as pens or paper, or even trying new technologies.

Playing word games, using free association, and trying other similar exercises can also help copywriters generate new ideas.

Finding Your Voice (and that of Others)

Content marketing allows writers to find new ways to use their voices to best sell products and services. To find their best voices, copywriters must first understand what they are writing. Speeches, marketing slogans, or advertising copy should never be written in a copywriter’s own voice; however, a strong personal voice is highly effective for blog posts, eBooks, social media posts, and articles.

Several factors can help determine a writer’s voice:

*The length of words and sentences he or she uses.

*The presence or lack of personal pronouns.

*The use of slang, jargon, or humor.

*The use of punctuation and references.

Not only should writers know how to write in their own voices, they should also know how to modify their tones to evoke emotional responses from their readers. The tone of a piece of writing needs to be decided upon before writing has begun. This is an important step in planning and should not be dictated by emotional reactions.

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