The biggest writing mistake people make when they write about themselves & their work
Who gets to call themselves “writer”?
I’ve been writing, and reading about writing, and talking to writers, and working with writers, for over ten years. And in all that time, I’ve noticed something weird about the way copywriting, blogging, and “internet writing” is treated…
Writing for the internet, specifically copywriting or anything that hints at (dun dun dunnnnn) SELLING, is seen as somehow “other” or “less than.” If I’m at a writing conference and an author asks me what I write, and I tell them I’m a copywriter, I can instantly sense their disdain. Eyes glaze over, and they start glancing around, looking for someone else—a “real” writer—to talk to.
On the other hand, I cannot tell you how many talented business owners I’ve worked with, who show up with a pretty legit About page, a stellar email, a great offer—and then tell me, “Well… I’m really not a writer.
Where does this disconnect come from?
I have a theory, of course. 😏
One, I think authors are especially afflicted with the (wrong, outdated) idea that selling yourself is dirty and icky. They often think of platform-building as “selling out,” and they tend to put a lot of work into studying and honing their craft. Internet-y writing can sometimes seem cheap and easy to them, especially if they don’t spend a lot of time in online spaces (like you and I do).
I know, I know, #notallauthors. I’m making a general point here.
Two, in the online marketing world, copywriting is usually taught as an exercise in persuasion, with very little connection to the principles of actual good writing. The first time I taught THE CRAFT, for example, I was honestly taken aback by the cohort’s answers to the question of what “showing vs. telling” means in writing:
Showing means including a testimonial that SHOWS your results, instead of just ‘telling’ someone what the benefits are.
On its own, this statement is not wrong—although it IS a bit problematic in a way that requires a deeper discussion on the proper ethical use of testimonials, and some new FTC regulations that we’re not going to get into here.
The problem I have with this is that it doesn’t teach the writer anything about showing vs. telling.
What do these two terms mean?
How and when would you employ one vs. the other?
How do you know which is more appropriate for the thing you’re writing?
Why is “show, don’t tell” terrible advice?
(Raise your hand if you want me to write a Coffee Break about showing vs. telling.)
In both fields, things are happening that widen the divide between literary writing and copywriting, when the truth is, they are just different ways to approach the same thing—WRITING.
This hurts authors and academics, because they NEED to build platforms, submit pitches, and write about themselves and their work in a coherent, compelling way. Authors can and will absolutely benefit from learning (and appreciating) the craft of writing for those mediums—not just because it will help them succeed on Instagram, but because it will make them better writers. How ‘bout them apples?
And it hurts creative business owners who write their own copy, because it gatekeeps knowledge. It feeds into the self-doubt many people feel around their own writing ability, and self-doubt leads to lackluster writing, and lackluster writing does not tend to make sales.
I have news for you—and remember this comes from a decade of swimming in words:
If you are deeply connected to the work you do; if there are a handful of topics in your field that ALWAYS elicit a spicy soapbox rant; if your clients and community members think you’re deeply brilliant and cool; if you believe in what you’re doing; if you’ve studied and trained and worked super hard to deliver the best possible service; if you’re proud of your work…
Then you already have everything you need to write GREAT copy.
A writer, by definition, is not someone who gets paid to write full-time. A writer is just someone who writes.
i.e. YOU.
So. Now that we’ve gotten that out of the way, whatchu workin’ on?
I’d love it so much if you’d reply to this email and tell me a bit about your writing. Something you’re working on, something you’ve been meaning to work on but haven’t started yet, something you’re finished with and feeling some type of way about… I’m here for all of it.