In a nutshell, Copykiller is an idea.
It’s a concept, meant for writers, to inspire and motivate them to set goals and reach the next step of excellence in their writing careers.
Copykiller is a character, too. One I made up. Because, I looked deep inside my own writing life, found that I was feeling uninspired, and I realized I needed something compelling to motivate me to become a better writer.
If you’re the kind of person who likes weird ideas, and you know in your heart it’s those weird ideas that cause revolutionary change in the world, you’re going to love this.
So, you’ve watched a few horror movies in your time, or a hundred. You may love them, you may hate them, or, like most people, you may have a hyperactive curiosity about them — but you’re unwilling to go all in with the genre.
You know what a slasher film is, right? The kind of film where a group of ignorant teenagers and misfits hang out in a remote area for a weekend, and they’re all killed except for one strong, surviving heroine? And in the end, that survivor kills the killer, or at least makes the murderer disappear until the sequel?
Are you ready to make a huge, imaginative leap?
Step up to the precipice…
As a copywriter, imagine the beginning of the slasher film is your first attempt at writing your copy, your rough draft. You’re glad you’ve sweated out this first stage of writing, and you’re sort of happy with what you’ve produced, but you’re not sure what happens next.
That’s where Copykiller comes in.
When you write your first draft, you’re a copywriter. When it’s time to improve on all the mistakes you’ve probably made — when you revise, edit and proof your draft — the Copykiller comes alive in you.
Now it’s time to slice and dice all those unnecessary words, beating and choking and kicking and killing your copy until all that’s left is the most powerful copy. The lone survivor.
Once you know beyond a shadow of a doubt you can’t possibly improve the copy any more, the surviving copy defeats the Copykiller, sending it back to the dark abyss from whence it came.
Then you’re just an ordinary copywriter again. Your strongest draft gets published and you pat yourself on the back.
But you know, deep down, the Copykiller’s still out there, ready to pounce again once you’ve completed your next rough draft of whatever it is you’re writing. And this time, it’ll be stronger than ever, having learned from your tricks, your shortcuts and your weaknesses as a writer.
Copykiller dies each day, but it always, always, always rises from the ashes and comes back stronger the next day than the day before.
What that means for you is this: Make your next round of copy better than the last, so at least a few powerful phrases will be able to survive the wrath of a bigger, badder version of the Copykiller.
Sometimes, when you write, looking over your shoulder from time to time, you wonder if the Copykiller is just a figment of your imagination. Is it … out there? Or … does it live … inside me?
Even while studying your customers, you’ve noticed you’ve adopted the meticulous habits of a social freak, researching who these people are by stalking their social accounts, blogs, YouTube channels, Etsy stores, and begging the people around you for demographic data and tracking results. The way your colleagues look at you — you think, just maybe — you might be more like the Copykiller than you’d like to admit to your parents, your loved ones, even yourself.
Can it be? You create copy just to delete a lot of it? And leave only the best sentences and turns of phrase standing?
Suddenly, you remember, in a flashback, deleting words you knew and loved — yet you knew, deep inside, that your target customers wouldn’t relate to them at all. So they had to go … THEY HAD TO GO.
You get the idea.
I’m going to commit to that idea, too, and reference it often. Copykiller is here to help you become a more imaginative, inspired, faster, analytical and ruthless writer. Because those are some of the key traits it takes to survive when people are paying for your craft.
I don’t know what it is. I just find the idea of madness quite motivating. Anyone in their right mind wouldn’t be willing to revise the crap out of their copy. It totally goes against our childhood desire to create, show our work to mommy and have her go, “That’s so nice, honey!”
In the end, applying a critical eye to your own copy can be soul-crushing. That’s why I’m applying this creative idea to the process — copykilling — to help inspire you as you go through the process of evolving your craft.
Copykiller belongs to you.
Think of it like a secret chamber where you can delve into ideas about writing without anyone bothering you or telling you you’re crazy (newsflash: you are crazy, or you wouldn’t be here. But that’s okay. “We’re all mad here” … )
Just be careful.
The spirit of Copykiller lives on this site. So, whenever you come here, and you read a blog article, or look at an illustration, a little essence o’ Copykiller rubs off on you.
Now that I’ve explained all the conceptual stuff behind Copykiller, let’s dive into some actionable content. Let’s get inspired. Let’s feel free. Let’s be little kids again and show those stuffy adults how we kill it in the marketplace!
Animate your Copykiller, today.