Speak Up and Listen

By: Carol Dorman

Copywriting is very subjective, especially when it's your own. It is important, however, to allow yourself the freedom to regard your writing objectively. This can be a really hard thing to do and, chances are, you'll end up seeing either too few flaws in your work or far too many.

You may, of course, ask a friend or colleague to review your work and this can be very useful.You can also train yourself to look at your writing objectively all by yourself.

The tools you will need for this exercise are:

• An audio tape recorder
• Some junk mail or magazines
• Your copywriting piece
• Your voice

Begin by reading through the junk mail or magazines until you find three or four advertisements of a similar length to yours.

Read each one aloud to rehearse. Next, record yourself reading each advertisement, making sure you read yours second. That's right - second!

When you have recorded them all, rewind the tape, turn off the recorder and do something else. In fact, don't even go near it again until after your next meal.

When you do go back to the tape recorder, leisurely turn it on and listen. Make mental notes of what you like or dislike about each one.

• How does ad A differ from ad D?
• What do C and B have in common?
• Why would you buy from D and not from B?
• Why would you try B's product but not A's?

Listen to the ads' calls to action and evaluate the effectiveness of each.

At the end of this exercise you will have:

• A more objective view of your work
• A sense of how it compares with others
• Realised a career in radio is always another option ...

So don't be shy. Speak up and listen!