I don’t know exactly why it is, but I love well-written restaurant reviews. Good food writing does what ads are supposed to do “make you feel something, then do something.” I sometimes feel the same way about Cathy Horyn, The New York Times style writer. When reading Ms. Horyn, typically during Fashion Week, I find myself wishing for a touch of style. The do something part of the “feel then do” may be to go out and buy another pair of 501 jeans, but at least someone is benefiting.
Copywriters need to treat ads as food writers treat food. They need to persuade through a love of the product. A juicy scallop grilled perfectly, described loving and attentively, can make a person hungry. A JPMorgan Chase Mastercard piece in a #10 envelope should be similarly treated. It wouldn’t surprise me if there were robo- copywriting going on out there with the amount of direct response dreck being published. In fact, some of the robo-copywriting might be better than that of the human variety.
Hey copywriters, find the time to love the products about which you write. Savor them. And love the craft. If you don’t, it’s time to step away from the keyboard and take a sabbatical. Peace!