There is a myth in the marketing world that anyone can write good copy. When this myth is spoken, it’s usually followed by the advice that all one needs is a good swipe file (successful ads of the past that one can “borrow” from).
This myth has always struck me as false — or at least only partially true.
I believe that when it comes right down to it, you must have some writing talent. If you don’t, your copy will not be brilliant. It may not even be good. In most cases, it will just be bad.
I see plenty of evidence that the last is the most common result.
There is another myth that if one studies enough of the right manuals, or attends enough of the right seminars, one can learn to write well. Frankly, if you don’t have some native talent — a “knack”, if you will — I don’t think all the classes, courses, or seminars in the world can help you much.
Stephen King would agree with me, I suspect. In a recent article he penned for the Washington Post, King wrote: “The only things that can teach writing are reading, writing and the semi-domestication of one’s muse.”
So there it is, then.
My opinion is that not everyone can learn to be a great (or even good) writer. Everyone is born with a certain aptitude (or lack of it), and they’re pretty much stuck with that aptitude. They can take classes or be taught to make the most of it, but they are always limited to a certain range in the development of their craft.
What do you think?