How I Write... And Why.

Joshua T Boswell ~ "The Spellbinder"

From his office in the quaint town of Springville, UT, Joshua Boswell has mastered the art of weaving compelling stories into his copy. Rich with emotion and real life, his stories move donors and buyers alike to action today and leave lasting impressions for tomorrow... a tremendous benefit for anyone looking to create repeat business.

He has made a specialty of direct response, he says, because it allows him to reach out and effectively assist companies organizations in accomplishing their mission statements. The results of these direct mail and fundraising efforts are measurable and have a clear impact.

Here is an insight on how and why he does what he does...

WHY DO I WRITE

It's an impulse bordering on addiction. I have a passion for worthy causes and products that change people's lives. I love writing and communicating in ways that move people to become better.

THE PROCESS OF CREATING MY COPY

For copywriting, I bury myself in extensive research until I find a story or a core message that has intense emotional appeal. I weave those powerful emotions into my headers and build an outline. A first draft is created, reviewed an polished.

Most work is done on a PC, though I do print out and read hard copies after each draft. Then Margie (my dear wife and on-site editor) goes at it with a red pen. Alternating between hard copy and PC for draft review helps keep me fresh.

EYE ON THE CONTROL

For copywriting, I continually study the market. By studying what others are mailing and taking note of which direct-mail packages are being mailed over and over again, you can find out what is working and adapt those winning techniques. A direct-mail package that is successful and is mailed repeatedly is called a "control."

Studying controls is the best education you can get about what works and what doesn't in direct mail.

THE SEARCH FOR GOLDEN NUGGETS: RESEARCH

The more, the better. You are not trying to be clever; you're trying to be relevant: Find out what about this particular product would make people want to buy it. You can never do too much research.

SELF-PROMOTION IS KEY

In freelancing copy-writing, the people who are busiest and most successful are those who are the best at marketing and promoting themselves, and providing excellent client service. Lots of people can write copy, but they don't know how to get clients.

ANOTHER SECRET

You don't want assignments; you want clients. Too many freelance writers fail to realize the profits are in repeat orders from the same client, and don't do nearly enough to cultivate good client relationships.
Another tip: Specialize in an industry (e.g., health care) or style (e.g., storytelling as I have). Specialists are more in demand and get paid better than generalists.

HANDLING WRITER'S BLOCK

I don't get it because I use a method I learned from Robert Bly: Work on many different projects at one time. If I get stuck on a direct-mail package, I can turn to my book project and write that until ideas for the direct-mail piece start to flow again. If I have to stop the book because I need more research, and don't have an idea for the direct mail yet, I turn to another project, like writing a Website or ad. And so on.

READING RECOMMENDATIONS

Reading a book by someone in the field can shave years off your learning curve. Whatever you decide to write, make up your mind to be the best. It's the only edge you have over your competitors. Be a student of your craft and art. Bob Bly's Secrets of a Freelance Writer and Peter Bowerman's The Well-Fed Writer are two I recommend.