A copywriter should write with passion

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

May, 2005
Volume: 20 Number: 5

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A copywriter should write with passion
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It seems that every business these days claims to be
"passionate" about what they do.

Take Microsoft for example. Their current tag-line is:

"Your potential. Our passion."

Frankly, I think this line is overblown and unbelievable.
I mean, let's ask a very fair question. Is Microsoft
really passionate about my potential or yours? Of course
not. In my view, "Your potential. Our passion" is pure
puffery.

(I think it would be far better for Microsoft to let ME
take care of my potential and for THEM to become more
passionate about operating system security.)

Or consider the large accounting firm, Grant Thornton's
tag-line:

"A passion for the business of accounting."

Is this for real? I mean, I can understand how you can
have a passion for saving the rain forests or ending
world hunger . . . but a passion for accelerated
depreciation? Give me a break!

If you are wondering why copywriters are giving "passion"
a lot of air-play these days, let me suggest a simple
answer: If you are a copywriter who doesn't want
to bother doing a whole lot of thinking, you write what
everybody else is writing.

That's the ticket. Follow the herd and you're
automatically "with it." You're contemporary, up-to-date,
and SAFE.

That's why writers who are asleep at the switch settle
for cliches like:

"Try American Widgets. You'll be glad you did." Or
"Experience the American Widgets difference."

The clients of unimaginative copywriters, of course, pay
the price. Banal, cliched copy is always invisible and
never gets results.

How much better it is when your copywriter THINKS!

Let me give you a wonderful example of some thoughtful
writing, not from my own work, but from a very unexpected
source.

I was walking in San Francisco last week and passed a
house painter's little van that was parked on the street.
Here's what the sign on the side panel said:

Persnickety Painters.
We care a little too much.
(415) 647-2198

I just love that! The name of the firm, Persnickety
Painters, is loaded with personality and suggests that
jobs are done carefully and professionally. The wonderful
subheadline is a little joke at the company's own
expense, suggesting that they're aware of their obsession
for persnickety perfection.

Delightful. And I bet other people noticed the van's fun
message too.

The take-away message this month?

Don't settle for the mindless phrase-du-jour that
everyone else is using. Work hard to find the magic words
that will motivate your readers and get them to ACT.

And don't forget to keep passion where it really belongs.

In the bedroom. Not in your headline.

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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