Jean Boucher's Profile

It comes from obsessively focusing on what your reader wants. What’s bugging her? What problem is she having a hard time solving? What does she want more than anything? What’s she dreaming about? What wakes her up at 3 in the morning? What makes her feel like a beautiful and unique snowflake?

It comes from studying proven techniques, trying them out, and watching what works best for you and your readers.

Most people are afraid to improve their writing because it looks like work.

And I’ll tell you the secret the scam gurus never will. It is work.

It’s work the same way that sailing is work. Or learning to play a ruthlessly good game of poker. Or mountain biking. Or cooking your way through every recipe in Julia Child. Or beating your best score in Rock Band.

Good copy and content writers don’t pore over our favorite writing references just to gain an advantage in our marketing. (Although that’s nice.)

We do it because it’s fun. We do it because we’re obsessed. We do it because it’s a fantastic game. We do it because we love to watch the human mind at work. We do it because we can. We do it because it’s an awesome high when it works.

Don’t let learning copywriting intimidate you. And don’t create content that sucks because you think it’s too hard to make something worth reading.

Instead, get intimidatingly good. You can, you know.