“Affinity and Passion” is part of The Greatest Copywriter: Instruction and Inspiration from His Maximum Persuasion and Matchless Profit” (book is scheduled for publication at the latter part of 2017).
Since we have the same spirit of faith according to what has been written, “I believed, and so I spoke,” we also believe, and so we also speak.
2 Corinthians 4:13
The best copywriting is done when there’s real passion and a definite affinity for the product or service. It will shine forth throughout your copy. Instead of it being boring and a burden, it’s a joy and delight. Unless you genuinely believe in it, you won’t be able to passionately communicate it.
- Select copywriters who have passion and an affinity for your product or service
- Be honest with yourself and your client if you believe you’re not the right person
- Select a niche you love
- The best copywriting isn’t only about words and structure, but also about strong feelings
Imagine a preacher who doesn’t believe what he’s preaching. It won’t take long until the congregation realizes it and moves on, either replacing the preacher or going to another church. Throughout the Bible, God’s displays an infinite passion for what He stands and doesn’t stand for. There’s not the slightest question about how He thinks and feels about the issues of life, death, and eternity.
Furthermore, He used prophets and apostles who also had a strong passion for what He stood for. Their writings (and the lives!) abundantly testify of that. Today’s verse states that there was no speaking (or writing) unless they had “the same spirit of faith”—unless they deeply believed in what they spoke or wrote.
Would God have employed someone who didn’t genuinely believe His message? Of all the forty or so writers of the Bible, there’s no one who didn’t have an undying passion. Actually, some gave their lives for what they held dear. You cannot truly communicate with passion unless there is passion. Will a sportsman perform at his best if he doesn’t have a strong passion?
The Christian Copywriter
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