In Holly Lisle’s How to Think Sideways Course we learned about the four thinking barriers that keeps us from becoming successful fiction writers.  She calls them SAFE, PERFECT, FEEL, and VICTIM.

As copywriters, we must break down these barriers within ourselves as she teaches.  And yet, at the same time, we must understand how to use these barriers to generate sales through our copy.  I’ve attempted to demonstrate what those barriers mean to us as copywriters here.

SAFE in ourselves: We break down this barrier and leap to believe in ourselves and in our ability.  We don’t let those who try to convince us that we cannot possibly make a living in this field stop us.  We devote our effort to learning all we can and then make our steps.  Perhaps we have to break through this barrier to gain courage to quit our day job and plunge into building our copywriting career path.  Then, once again, we have to summon the courage to market ourselves.

SAFE in our copy: People want to feel safe and secure.  They go with what makes them feel safe and secure, often not willing to take risks.  As a copywriter, we must make sure our copy makes them feel safe and secure in what the copy is presenting to them.  We have to make sure that we take away the feeling that they are taking a risk.

PERFECT as a copywriter: We have to use the right words, the right color, think of the right design when putting together our copy.  We become like a pit bull and refuse to let go of the copy until it’s perfect.  Long nights of no sleep and gallons of coffee lead to the perfect piece of salescopy.

The cool thing is that as we grow as a copywriter, so do our methods and techniques.  We find our voice and relax with a shorter work week (if we choose that route), knowing we understand the product or service our copy is selling, and that we’ve properly gotten to know the prospect.  We still nurture the PERFECT Barrier, but now we’ve learned how to use it to our advantage instead of having it hinder us.

PERFECT to the prospect: Often what our copy is presenting caters to the PERFECT barrier in the prospect.  Templates to build the perfect salesletters, building the perfect resume, self-editing books, quality assurance materials, etc.  In these presentations, sometimes using our copy to encourage the prospect to listen to their inner critic helps convince them to buy the product.

VICTIM as a copywriter: We all came into the copywriting field as a result of something else that happened in our lives.  We weren’t necessarily responding to how we love copywriting when we first entered this field.  Chances are we were responding to something as a VICTIM.  Life was hard in some way and someone came to us with the answer to SAVE us.  Through knowledge and practice, many of us no longer see ourselves as victims, but as someone who turned those circumstances around.  We are LEADERS – helping those below us to crash through their own VICTIM barriers.

VICTIM to the prospect: The emotions and dependencies of a victim are also a food source for copywriters.  Times hit you hard in the pocketbook?  Can’t lose the excess weight you put on over the holidays?  We’ll write copy that will show you how a product can help you through those problems and provide you with solutions, peace of mind, and success in turning this unwanted condition around.

FEEL as a copywriter: A copywriter will think in terms of feel and thought both.  A copywriter must be able to “think sideways” (as Holly calls it).  The sales copy must compel the prospect on the benefits (the emotional need for the product), and move the prospect to buy on the features, proof, and facts (the logical reasons to make the purchase).

Soon, I’ll have a download available with more detailed thoughts on this process.  If you’re a copywriter, telling a compelling story is a great technique to use in your copy.  Improve your writing and learn all you can.  Go to Be The Writer You Dream Of for more Holly Lisle resources recommended by me.  Whatever your writing goals are, her techniques and guides will improve your writing.