There’s more to copywriting!

Nikunja Bhandari

Has someone died reading your writing? I mean, metaphorically? Have you created a metaphor that even you couldn’t understand later? Well, that happens to all of us. Trust me, admitting that we have been the murderers of our readers (again metaphorically!) at some point of time carries no shame or guilt. And guess what? Many businesses and organizations continue to do the same. It is naive not to acknowledge that writing is a skill that one masters over time with great dedication. So, either you develop that skill or simply outsource it!

Finding a good copywriter is always a hassle. This is especially true for non-profits, such as non-government organizations and civil society. Why? Because, regardless of the nature of the project, the stories end up being the same. It seems that the piles of stories presented by non-profits are filled with the same characters repeated over and over again, with only their names changed. And the result? We all know it: we develop, print, and then keep them on a shelf, never to be read again. Don’t just take my word for it, give me the name of a story developed by a non-profit that has been well-received worldwide. Name a book they have produced that everyone has read. Now, imagine this and answer a few questions: a development project in Nepal or Ghana has an amazing transformation story, like that of the protagonist boy in Alchemist.

1. What would the book be called?
2. How many acronyms should the protagonist already know before he could set his foot out of his house?
3. What should his background be?

Comment if the answers are close enough:

1. The book would be titled “Marching Towards Change: The Story of Rama.”
2. Zillions! With all the terminologies and jargons development workers create, it is crucial for their characters to know them all, perhaps learn them by heart, even before they can speak!
3. He should a lowly boy, with all hopes dwindling as his life progresses until this project ignites a spark he has been longing for his entire life!

Enough with the criticism, right? We all know this, and we want to break this cycle once and for all. We have been longing to do so for ages now. But once again, we can’t! Why? Let me help express your reason (give me a high-five if you agree!).

Firstly, we have become too accustomed to it. I read somewhere that the terminologies and jargon we, the non-profiteers, develop serve as a ‘barrier to entry’ for newbies. Sadly, it’s true. Knowing these terminologies makes us feel superior, boosts our ego, and makes us bosses and others subordinates. This loop then creates an endless cycle. It is indeed a bottomless pit.

Secondly, we are afraid. What if I try something and others don’t like it? Why should I change my passive statements to active ones? Why should I confront the world with my piece? Why should we even mention the name of our project? After all, it doesn’t seem significant. We feel shy showing ourselves; we want our actions to be the focus; and why should we be involved in something that’s just a job? That’s the fear we live with. This fear has only hindered our mission. Just imagine Apple without Steve Jobs or Harry Potter without JK Rowling. How would their stories sound, let alone inspire, if they hadn’t been visible icons behind their stories? Boring, right? You wouldn’t have anyone to connect with their achievements. The same applies to the stories of non-profits. Readers can see the faces of the characters you want to portray but never see the faces that were instrumental in driving the change. With only one side of the story and struggle, the story is anything but complete.

Thirdly, we know it! Nobody cares! We have written hundreds and thousands of stories, but they have all vanished into thin air, without a trace, without anyone noticing them. We keep writing them, and they keep disappearing. We get our tasks done, and the stories end up being what they were meant to be!

If I keep giving reasons, you know there are countless. Feel free to add your own. But let me pause here. Now, let’s shift our focus to the solutions, shall we?

Let’s take a fresh approach to copywriting. Copywriting, at its core, is about connecting the dots between two groups of people: the characters and the audience. It’s about bridging the gaps so that these stories can travel through eyes and touch hearts. It’s about helping readers comprehend the impact that can be made when compassion is infused into support. And ultimately, it’s about allowing the characters to broaden their horizons, and hopefully inspiring millions of others. To achieve this, you just need to take a simple step of unlearning and learning a few things:

Firstly, let yourself shine through in your writing. Don’t hide. Regardless of who you work for or where you work, regardless of which ‘organization’ you represent, it all comes down to people. Projects, organizations, activities, goals, and actions—they all hold no meaning without people. The key is to recognize that you, as a human, are the one writing, and other humans are the ones reading. So be open. Make a promise to yourself that you will reveal your true self in your next piece of writing. You will bring a human perspective to it.

Secondly, make it simple! But let me warn you, achieving simplicity is actually difficult. Strive to present things in their simplest form, avoid jargon and acronyms as much as possible. Aim to portray stories raw as they could be. Put in a genuine effort to capture human emotions in your prose. Ensure that your data is readable and easily comprehensible. And, most importantly, keep your sentences short. You wouldn’t want to be accused of killing someone because they held their breath for too long trying to finish your sentence.

Thirdly, maintain a consistent tone and ensure that your writing flows in a logical sequence. Many of us tend to lose track of what we have said in the previous paragraph and jump to another topic without completing the train of thought. It’s like watching a movie where scenes jump randomly, and the pieces fail to connect. I don’t need to explain how frustrating that can be. The same frustration applies to your readers if your statements are disjointed. Try to organize your thoughts in a coherent order!

I just realized that I could write an entire book on the art of writing. The points I have mentioned above are just a few among many. There is so much more to explore. However, that is a topic for another time. Right now, there are more pressing matters that require my attention. Speaking of attention, writing and excelling in it demand constant focus, dedication, and perseverance. It is not a fleeting endeavor. So, if you truly want to become proficient, make it a habit.

When you make writing a habit, you will discover that there is so much more to copywriting. I didn’t title it without reason!