Reality Copywriting: Secret Weapon of a Cheshire Cat

Ecolumn - Monday, January 15, 2007

Secret Weapon of a Cheshire Cat

Copywriting can get intense. That's why I prefer to have two or three projects on the go. Sound contradictive? Well, if you've ever worked on the same project, day after day, for 4-6 hours, you know it can get mentally exhausting.

I'm not sure why. Nonetheless, alternating projects sure makes the day fly. I guess I just like change.

Even then, it can feel tough once in a while. When that happens, I have a secret weapon that helps melt away the toughness...

Years ago, I visited a friend of mine when he was attending college, learning how to be a professional illustrator. He gave me a tour of the entire campus and introduced me to many of his mates.

Now, my friend, Jimmy, is a bit of a crazy guy. He always leaves projects to the last minute. He has this incredible ability to find new ways to get distracted. Even in a locked room, at 3am in the morning, with only his paints and canvas before him, and

a deadline in 4 hours.

Anyways, I remember he was showing me the projects he was working on. Not only were they of high quality, but they showed he'd been putting in the hours.

"You've suddenly become industrious."

"I have a mentor," he told me.

"One of the teachers?" I asked.

"No, one of the students," he said.

"What did he tell you?"

"Nothing," Jim said. "I've never even talked to him. I just watch him. He can sit in front of his easel for four hours without getting up. Not even to go pee."

"Show me," I said.

Immediately, Jim took me around to where this student was working. A curly haired fellow, about 20, with a Hawaiian T-shirt, sat straight in front of his canvas. The smells of oil and turpentine already filling my sinus cavity didn't seem to bother him.

"Look at his face," Jim said.

The guy was smiling. Not a big Joker smile. Just this subtle Cheshire cat grin. Like he'd eaten the canary and was relishing the flavor.

"He just keeps on grinning," Jim told me. "It works. I've tried it."

I never forgot that. Anytime work starts getting heavy, I realize I'm not smiling. I go back to smiling and I'm good for another half-hour.

So whether you're writing copy or studying the masters, use this secret weapon, available at a moment's notice, to keep charging forward. What you're seeking is just around the corner.

Capture, captivate, convert,

John A. Manley

p.s. Now, having a positive mind-set is great. Combine that with a thorough understanding of how to write copy and you'll be unstoppable. For a 9-step formula that anyone can use to write advertising copy 100 times more potent than the best Madison Avenue ad agency, click the link below...

www.realitycopywriting.com/9-step_formula

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