That’s right. And like method actors, there are good ones and bad ones – and it’s pretty easy to tell the difference. But why the analogy?
Well, good copywriters and good method actors will develop a thorough understanding of the message or character they have to convey, and the story behind it. Then they’ll find the best way to express it, and ensure the audience reacts positively. Both get the best results by putting themselves in others’ shoes.
But that’s not the whole story. Being convincing is the key here. As is consistency in how they adopt their temporary persona – be it the proposition, the brand, the product, the campaign, or the essence of the character and their world.
It all comes down to influencing the audience – getting them clapping, crying, investing or buying, or just talking about it with their friends and colleagues. And you can’t do that if you’re ‘hamming it up’ and overdoing it – the clearest and most fatal sign you’re lacking confidence, conviction or both.
In business writing, that usually means jargon, waffle, repetition, being too cheesy or gushy, or generally forgetting about the most important thing – the reader. The moment you do that, it’s curtains.
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