As a copywriter, you know that words have power.
You know words can influence, inform, and inspire.
They can persuade your fellow humans to do some amazing things (or to do the wrong things, but we won’t go there today).
What you may not realize is that your words can change the world.
Here’s something else that’s really cool that you might not have realized …
The keys to world-changing writing are also the keys to damn good copywriting.
But as you know, good writing doesn’t happen all by itself. So let’s talk about what it takes to be damned good … and what it takes to change the world.
Your words must be meaningful
As Hugh MacLeod said, the market for something to believe in is infinite.
Your writing must give your readers something to believe in.
Some writers are called to create a great masterpiece like Martin Luther King’s “I have a dream” speech. If that’s you, that’s awesome.
But most of us are doing something much more humble. And there’s nothing in the world wrong with that.
It can be as simple as the promise of SEO Made Simple.
You know that nasty, frustrated feeling of being overwhelmed by something like optimizing content for search engines? Maybe for you, it’s another topic. But we all have a thorny problem like this. It feels complicated. It feels kind of scary. It feels like it’s going to be very easy to mess up.
For readers who are feeling that same kind of overwhelm, the promise to make search engines simple gives something to believe in.
That they can do this. That they can keep moving forward and get over this stuck spot.
Whether you’re telling a grand, heroic story or just solving a frustrating problem, the concept is exactly the same.
World-changing writers and copywriters both begin with the meaning.
Your words must be sticky
But meaning isn’t enough.
Meaningful words that aren’t also sticky will slip silently into your readers’ left ears and swoop swiftly out of their right ears. (Or would that be eyes?)
Your words must stick inside your readers’ heads. Your reader will be changed by words that stick, and will share your words with others.
No stickiness = flash in the pan.
Some stickiness = successful marketing campaign.
Mega stickiness = world-changing movement.
This is where all your copywriting tips and tricks carry over to the craft of world-changing writing. Headlines. Subheaders. Bullet points. Specific details.
And most importantly, storytelling.
World-changing writers and copywriters both strive for a sticky story.
Your words must be authentic
There’s a lot of smarmy social media kool-aid out there about authenticity. That’s not what we’re talking about.
What we’re talking about this this: No one will care about your meaningful, sticky message if it smells like bullshit.
If your readers suspect you’re trying to sell them something they don’t want — whether it’s a product or an idea — you’ll lose their attention forever.
That’s why your words must be authentic.
“Authentic” doesn’t have to mean sharing intimate details of your personal life. (In fact, if you could refrain from letting us know what your cat had for breakfast, that would be awesome.)
But it does mean that you have to believe in what you’re writing. You have to let a piece of yourself shine through in your words.
You have to give a damn.
World-changing writers and copywriters both let authenticity into their writing.
So where’s the world-changing?
The world isn’t changed in one fell swoop. (Or even a swell foop.)
The world gets changed one person at a time.
One reader who reads your meaningful, sticky, authentic words. One reader who is a little bit different after reading your words than they were before.
If you’ve done your job well, that one reader will share your words with one more reader. Then two, then ten, then a hundred.
That’s how the world is changed. By spreading ideas that are meaningful, sticky, and authentic.
So how about you?
What idea will you spread? Will it be grand or humble?
Whatever your idea is, Pace would love to give you a hand with making your message a little more meaningful, a little sticker, and a little more authentic. To do that, check out her free video course, The 6 Steps to World-Changing Writing.
And let us know about your world-changing idea in the comments.
About the Author: Pace Smith is the co-leader of the Connection Revolution, where she helps dreamers blossom into world-changers. Click here to get her free video course, The 6 Steps to World-Changing Writing. Sonia does a lot of writing around here, and is pleased as punch to be one of the teachers in Pace's workshop.