Pull up a pile of newspaper, grab a beer, and get comfortable. We’re talking about crawfish, and the qualities it shares with copywriting.
(I’ll admit I was late to the crawfish-eating game. Despite growing up in New Orleans, I didn’t peel my first crawfish until college. But now I’m making up for lost time.)
Last night, I went to a boil, where I ate far more crawfish than I should have. Originally, this was going to be a post about crawfish boil etiquette…but when you’re diving face-first into a pile of tiny, dead lobsters, you can pretty much leave manners by the wayside.
So what do crawfish boils and copywriting have in common?
No pain, no gain.
I developed a bad case of “crawfish thumb” last night around batch three. New Orleanians know that this is when the boil spices begin to creep under the quick of your nails, making the process of peeling each little crustacean a bit more painful.
Similarly, sometimes you have to grit your teeth and chip away at a copywriting assignment, no matter how much it might be hurting your brain (or aggravating your carpal tunnel).
The spicier, the better.
There is nothing more boring than an under-spiced crawfish boil. It’s like traveling to the Grand Canyon and turning the other way. Okay, I might be exaggerating. But if the potatoes aren’t going to make my gums burn, what’s the POINT?
Copywriting is the same way. You’re writing for a purpose. That purpose is to persuade, inform, build trust, create a relationship. Boring writing just isn’t going to get those things done.
When it comes to eating crawfish, ice-cold beer is your friend. When it comes to writing, beer will help you come up with ideas, while coffee will help you refine them.
Any other ways crawfish and copywriting are the same? Leave ’em in the comments.