I always like to say that sports are my first love. And when you’re passionate about something, it comes through in your words.
Today is the Super Bowl, and while all eyes are on the field, I can’t help but think about the time I spent writing a ton of NFL products early in my career.
It was one of those projects where the words just flowed.
The energy, the history, the emotions tied to the game—I knew exactly how to capture them because I’ve lived and breathed sports my entire life.
Writing about the game wasn’t about finding clever ways to speak to product features.
It was about making fans feel something.
I wrote about the moment when a die-hard supporter finds their favorite player’s jersey, how cheering for their team is a family tradition on Sundays where they can now wear this lucky hoodie, or how this championship beer glass will forever remind them of the night their team made history.
Great copy isn’t just words. It’s emotion, connection, and passion.
Okay. But what if you’re not super passionate about what you’re writing about? There are only so many things one can reasonably be passionate about.
I once had a copywriter joke about how there’s nothing exciting to say about a metal storage shelf.
I laughed and said, “I get it. I really do. What’s so exciting about a shelving unit, right? What I would challenge you to do, though, is take a moment to really think about the problem this solves for the customer. What does having extra storage do?”
“It lets you store things.”
“And that does what?”
“It gets things out of the way.”
“Right. And what is the benefit of that?”
“It looks cleaner and more organized.”
“Exactly. And how can that make someone feel?”
They began to smile. “Calm. Peaceful.”
“I think you just found your story.”
“Yep.”
So, whether you’ve always been passionate about something or you have to dig a little deeper, the name of the game is always finding a way to make your customers feel an emotional connection.
That is where the magic happens.
And it should drive every piece of copy you ever write.
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