One of the biggest, perhaps most important, parts of creating good copy is finding an angle.

The writing bit is generally pretty easy, but sometimes it’s the angle that is hardest to come by.

Copywriting for a living can leave you feeling, like the annoying Forest Gump, that life really has some startling resemblances to a box of chocolates – when it comes to subjects you can never be sure what you are going to get next.

Many products that we are employed to promote have also been written about extensively – done to death in some cases.  While this can help from a research angle, it can leave you wondering what else there is left to say.  These are some of the approaches I’ve found useful to finding that often elusive angle.

Negative Thinking

List all the reasons you can possibly think of relating to why you shouldn’t buy the product.  I’m a great believer in turning things upside down and shaking them until something useful falls out – this works in most areas of life I think, though I do have more grazes and cuts than is entirely respectable.  When you have your list of reasons not to buy, study it closely.  You may well find an angle in there that would never have been obvious had you looked at the compelling reasons to acquire the product in question.

Avoiding The Obvious

If you are dealing with a product or subject that has been written about until there’s just too much information out there, have a good read of what everyone else is saying.  Normally you’ll find that it’s all much of a muchness and there are only really a few key points that are being covered.  Avoid these as far as you possibly can.  That isn’t always easy with some products, but the more original you can be the better.

Historical Findings

Read around a subject and its history.  Most products have a few quirky skeletons in their cupboards and it’s these facts that can prove most interesting.  The quirkier the better is usually the case, and if you find these little nuggets interesting, the chances are that other readers will to.  Good places to hunt for them are industry websites, forums and blogs.

Go Create

Usually, it’s small details that have been overlooked by other copywriters, which will provide you with that much needed angle.  Copywriting is generally a case of short word length pieces and for most projects a single idea or angle should be all you need – armed with that the rest should (should) be straightforward!

 

Finding the right angle can be difficult and thats exactly where the best copywriting service can help.