The Copy Fairies?

Where Art Thou?

A brilliant and gifted marketing professional I know once referred to the "Copy Fairies" during a discussion about writing great copy for direct response.

I'm in the process of working on several projects that require significant copy writing:  A stewardship booklet, tent cards for our sponsor-a-camper initiative at the Crystal Ball, a newsletter and 22 grants that I need to get out the door sooner, rather than later.

Last night the copy fairies came to me at around 10pm (HURRAY!) and I was able to make some progress on MY creative copy to accompany my stewardship/giving levels booklet.  That's a good thing!  But now comes that moment of dread. *Que typical horror/mystery music here* (duh, duh, duh, DUM!) 

Today, I have to look at it and again and decide whether I was visited by the "good" copy fairies, or evil copy fairies.   Evil copy fairies are tricksters who make you think you've been blessed with sweetness and light!  You're under a spell which makes you think you're writing is inspired and brilliant, but under the cold hard glare of the next day - or an outside opinion... you discover you've written complete and utter crap.

Fear and Loathing in Copy Land 

If that's not frightening enough, now is also the time that you invite outside critique of your work.  So - while I may look at the copy today and decide that it is in fact yummy, happy, copy... my work, my effort, my pride is now subject to the critical eyes of multiple people who may cringe, roll their eyes, and *gasp* make recommendations for change (or toss the whole thing out the door!).  This is where you imagine sad love story music, tears, woe is me type stuff. 

The outside critique is necessary:  It's painful, it's mortifying - but sometimes it's the only way to remove yourself from your "baby" and discover which type of copy fairy visited you.  It's a bit like the mean Canadian/American idol judge giving you the straight goods.  If you listen and follow their guidance, you have an opportunity to improve.  If you don't - well, you get to go home and blame the mean 'ole nasty judge.  I'd prefer to stay in the game and succeed, even if it means being stripped bare in front of the world.  *Ok so it's probably only a few people - but "the world" sounds soooo much more dramatic!*

Naked!

Unfortunately, to reach that point of improvement - to achieve the inspired and brilliant copy that you're aiming for, you have to strip your pride naked and accept the brutal reality of an outside opinion.  So now I prepare to strip my copy pride to the core and wait to see if I will thank or curse the Friday-night Fairies...