A conversation with copy writer extraordinaire Demian Farnworth
Towards that end, in efforts to learn more about how to communicate effectively on the internet, we tapped the shoulder of one of the best, Copy Blogger’s Chief Copywriter Demian Darnworth. With years of experience in the realm of writing for the web, Demian’s cut his teeth as a writer, penning engaging messages for a variety of online publications as well as direct marketing firms. With the internet as our medium and new media the new game, we talked to Demian about how to write effectively, create compelling content, and the future of self-employment.
What’s the difference between good writing and great writing?
Good writing is getting the job done. The curb reporter stating all the salient facts. Great writing is stating those facts in a story you can’t stop reading. Great writing is clear, concise, and compelling. This is true for any discipline: psychology, economics, theology. Not just journalism or marketing.
Why do you like to copy write?
It’s a great way to earn a living. I get the perks of a researcher, the lifestyle of a chronic reader, the opportunity to mine the human condition like a philosopher, and the chance to persuade, entertain, and inform people like a novelist. And watch myself get better at it.
Another perk to [being a] copywriter: it’s taught me the value of clear, concise, and compelling writing. The value of being audience first. I recommend anyone who wants to get better at writing — no matter your discipline — take a course in or read a book about copywriting.
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How in your eyes is writing for the internet different than writing for other platforms?
It’s not. What makes for great writing in print is the same for the web. Of course there are subtle nuances around topics like search engine optimization and social media, and you have the ability to monitor traffic with analytics, but I’ve found all great writers are audience-centric. And have TONS of personality. These online writers will routinely break all the “rules,” but build a powerful audience. Think “The Bloggess.”
You’ve written to your readers once, stating, “there’s a good chance by the year 2020, you’ll be self-employed…” How did you come to this conclusion, and for what fields do you find this especially true?
I came to this conclusion based upon the American economy, the global market, and the remote-workplace trend. Company loyalty isn’t what it used to be. The internet allows you to work with clients anywhere in the world. The technology has been simplified for most anyone to launch a website, and there are so many low-to-no cost tools out there. And the remote-worker trend gives most of us what amounts to a freelancer’s lifestyle. The difference is that rogue gene known as entrepreneurship.
Nowadays it seems like people don’t read, but they scan? How do you suppose web writers make their content sticky?
Seductive headlines suck people into the article, sub headlines pull a reader down the page, and short words and sentences invite them to read (large blocks of text drives them away). This is nothing new to journalists, particularly of the yellow variety, which is why I say there is little difference between writing for the web and print. We’ve leaned a lot upon the newspaper industry.
Better options to earn a living from their content are to create paid membership sites, sell digital products like ebooks or audio courses, or sell services (or all of the above). Build the audience first with great content, then figure out what they need. Then sell it to them.
Ernest Hemingway once advised to, “Write drunk, and edit sober…” Do you find any truth to that?
I do. If by drunk he means “reckless and without restraint,” which is how he meant it. A rough draft should read like a letter from a lunatic. Rewriting is where you earn your money. And that’s best done in full control of your senses.
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