OK, so perhaps I’m a bit past being a “barely” older copywriter. That’s what occurs once you’ve been writing copy for over 45 years.
You additionally stumble upon one thing else at my age… ageism.
Yup… there’s a concern amongst some potential shoppers that I’m too previous. I’m undecided what I’m too previous for – or why – and to date I’ve been too well mannered to ask.
However sure, it stings when individuals take a look at you and make assumptions about your skill to do good work.
I take a opposite view (shocker!).
My age is a large benefit.
First, clearly, is the 45 years of copywriting expertise I carry to the desk.
Second…
I’ve many years of life expertise…
Throughout my first yr as a copywriter, on the ripe previous age of twenty-two, I keep in mind writing a junk mail bundle for a monetary firm. Our viewers? Folks of their 50s who have been fearful about falling behind with their retirement financial savings.
What did I find out about being concerned about retirement? Nothing! I used to be 22. So I needed to think about what it would really feel like. I needed to fake I knew. I dare say I did an affordable job… I’m certain I pressed all the proper buttons in my copy… the concern of operating out of cash, and so forth.
However to recommend I may really empathize with my viewers could be stretching the reality.
Immediately? No drawback. I do know all about planning for retirement.
I additionally know rather a lot about conventional and different well being . (Bear in mind, I’m barely previous).
I’ve been on a number of holidays of very totally different varieties.
I’ve moved house over a dozen occasions.
I’ve bought extra cameras than any sane particular person ought to.
I’ve raised 5 youngsters.
I’ve mourned each mother and father.
And so forth.
It’s the identical for anybody with a number of many years of life behind them. We’ve skilled many issues firsthand. And we are able to faucet into these experiences after we write copy and content material.
Our life experiences give our writing authenticity, and empathy.
Been there, felt that.
That is one thing our youthful colleagues can’t supply.
We will inform compelling tales too…
Tales have a novel energy in the case of copy and content material.
Tales bridge the divides between individuals. They join us and bind us.
Take heed to a household dialog, or buddies speaking at a bar or in a espresso store, and also you’ll possible hear somebody sharing a narrative.
“Do you keep in mind the time when…”
“Did you hear about…”
The older you’re, the extra tales you accumulate. And the extra you may share.
I’m not saying you must share private tales in your copy. However having such a big library of tales at hand makes it simple to create model and buyer tales with extra depth and authenticity.
Once more, in the event you’re barely older than most copywriters, your richer life story offers you a bonus.
Does this make us higher than youthful copywriters?
Not essentially. Our expertise as writers – and in life – give us a bonus. But when we go head-to-head with some super-talented younger copywriters, that age benefit won’t be sufficient.
Some younger writers are simply actually, actually good.
However one factor is for certain.
Being barely previous doesn’t diminish our abilities. It provides to them. And don’t let anybody let you know any totally different.
Observe: I’m an enormous fan of utilizing tales and anecdotes in copy and content material. Actually, I created a course on this subject… Promoting With Tales. Test it out right here…
