Bob Bly Direct Response Copywriter Official Banner

Enthusiasm: the key to great writing

January 10th, 2017 by Bob Bly

One of the factors that can elevate your writing to the next
level of effectiveness and power is enthusiasm.

By that I mean enthusiasm both for the subject matter as well as
the particular piece you are writing, whether it’s an essay,
article, book, ad, blog post, or sales letter.

When you are enthusiastic about what you are writing, that
excitement and caring will shine through in your words.

But some writers tell me that mustering enthusiasm is a problem,
because they don’t think what they are writing is unique,
valuable, or important.

A sales trainer writing a book on selling so he could get more
speaking gigs said to me, “There are already so many books on
selling, I question why I am even bothering to produce one more.”

And I see his point.

A copywriter working on a promotion for a prostate supplement
told me, “There are so many products in this category, and they
all seem to have the same ingredients — plus, not having prostate
problems myself, I can’t say from personal experience that this
one actually works.”

Well, the great novelist John Steinbeck had a simple solution to
putting enthusiasm into your writing even in situations such as

He said: “The writer must believe that what he is doing is the
most important thing in the world. And he must hold to this
illusion even when he knows it is not true.”

For instance, I am not a truck mechanic, so I am never going to
use the tools for fleet maintenance my client sells. I wouldn’t
even know how.

But DS, my client, loves what he sells. Tools and truck
maintenance are his passion. He communicates that love to me when
I interview him, and so I am able to muster what I call
“temporary enthusiasm.”

You see, you do not have to love everything you are writing
about. What you DO have to do is become excited and jazzed about
it during the weeks or months you are writing about it. I call
this “temporary enthusiasm.”

And that you can do. I do it all the time. You can too.

Now, there are two additional methods in addition to “temporary
enthusiasm” that can help you have a more positive attitude
toward your writing assignments.

The first is to gravitate toward clients whose products or
industries you absolutely love, or if not love, at least really
like or are interested in.

For instance, one of my copywriting clients is a major science
fiction publisher. I love SF (I am a published science fiction
writer), so doing their work is pure joy for me.

Another makes chemical agents for fire suppression. While I don’t
“love” fire suppression, I am a chemical engineer, and I DO love
writing about interesting technology — and theirs is indeed

The second technique for avoiding lack of enthusiasm in your
writing is to turn down projects in which you have zero interest
if not outright disdain for.

In 1982, the first year of my freelance copywriting career, when
things were lean, a mainstream book publisher asked me to write 5
direct mail packages, one each for a different book.

Thrilled to get the call, I asked him the subject matter.

When he replied that it was hunting, I was crestfallen, and —
painfully, because I needed the work, the portfolio samples, and
the money — I turned it down.

Why? Because I love animals, and knew I could not write with
enthusiasm or credibility about the joy of killing them —
something I would never do.

The client was actually offended, because he thought I was saying
hunting is wrong or evil.

(Quickest way in the world to start an argument: tell a hunter
you think hunting is wrong. He will immediately say: “You eat
meat, right?”)

I was not saying that hunting was immoral. If people want to
hunt, they have the legal right to do so. I just don’t understand
why they would do it … or how they could get pleasure out of it.

Some say, “Well, I like to be out in the woods and nature.” I
say, “So go out and enjoy nature — but don’t kill it.”

I simply don’t like the idea of hunting, and while I am not doing
anything to stop it, I certainly am not going to promote it,


This entry was posted on Tuesday, January 10th, 2017 at 11:33 am and is filed under Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

68 responses about “Enthusiasm: the key to great writing”

  1. David B. WBI said:

    I would call the article “Enthusiasm: the key to great EVERYTHING”.

    Really, passion, or enthusiasm, is a source for drive, wanting and taking action on the most important things in life, including writing! (even if you only blog 🙂 )

  2. essaywritingcenter said:

    Still, until you fix the deeper problem (by assuring that students know what subjects and verbs are, and can construct grammatically correct sentences), you’re putting bandages on symptoms, not treating the illness.
    The real fix has to happen in second, third and fourth grade, and we need to stop letting kids move on from one grade to the next in elementary school without acquiring the skills taught in each grade.

  3. Kel Mohror said:

    David B. commented- “Even if you only blog”. Enthusiasm is *especially* important in that effort in order to overcome the glut of verbiage assailing readers on the Web. One’s product has to compel continuing attention, understanding and especially action. That demands heart and the strength of one’s convictions.

  4. mohan rao said: metservice newzealand

  5. rio said:

    hi there

  6. duck life 3 said:

    You can go directly without your life 5 allow you free and easy access,you can conned=ct wit it directly so please click and enjoy lots of funny games.

  7. Nishant Gaurav said:

    WOW!! Wonderful and interesting facts regarding snapchat. how to hack snapchat this is really very interesting and good information to go through. Nice and helpful post.

  8. JohnWinebrenner said:

    allow you free and easy access, Visit This Link you can conned=ct wit it directly so please click and enjoy lots of funny games.

  9. harry oscar said:

    womens always looking beautiful of their breast if your breast is small then want to grow up your breast because its looking sexy.

  10. Scott Dennis said:

    Surely one of the great ways for writing is enthusiasm. Although there are many aspects of writing such as experience and knowledge but for those who are new to this, enthusiasm is the best way to get started. If anyone requires assistance in writing college work, university assignments or research paper writing, do my research paper for me
    can provide you with the perfect help and guarantee quality work.

  11. argegeag said:

    My artificer is burning to urge conifer State to move bent on .net from PHP. I’ve continuously disliked the hypothesis as a result of uses. anyway he’s needing nevertheless. i am abuse Mobile compose on various sites for regarding twelve-month to month associate degreed am affected regarding dynamical to an alternate framework. I’ve seen prime decisions of perhaps there’s a technique i actually might copy all my WordPress articles engaged? Any encourage would be appreciated.
    digital marketing course
    seo course in pune

  12. everyday said:

    thanks for this it’s really helping me
    Want Whatsapp group link
    whatsapp group all country

  13. priya said:

    it is an amazing and helpful post. vpn-gate

  14. downloadbyme said:

    this is an amazing post. vpn-gate

  15. teatv ios said:

    I like this post very much.
    vizer app for iphone

  16. Tracy Wyvern said:

  17. Amna Khan said:

    Nice post

  18. Amna Khan said:

    Thanks for sharing google

  19. nestleaudi said:

    As a lawyer in a big city, I excelled in my profession thanks to this site which helped me cope with a lot of writing at the university.

  20. w88ok said:

    There is also no way to send different thank you emails for different registration types.

  21. ashia khan said:

    There is also no way to send different thank you emails for different registration types.dang ky w88

  22. Athena Morgan said:

    I have been an old user to your website and would like to thank you for the knowledge we have gained by you.

  23. Johnny English said:

    Great article! Really helpful!

  24. Ali & associates said:

    asd as d sa
    court marriage in pakistan
    court marriage in pakistan

  25. divorce lawyer said:

    asdsad as d asd as
    online nikah service

    divorce procedure for overseas pakistani

  26. court marriage said:

    asd sa das d as d as
    court marriage in faisalabad
    court marriage in faisalabad

  27. divorce faisalabad said:

    dsa d sad sa
    criminal lawyer in pakistan
    civil lawyer in pakistan

  28. court marriage said:

    asd sa d as d as das d sa d s
    court marriage in lahore
    online nikah service

  29. divorce lawyer said:

    sad sad sa d sa d sad dsa
    corporate lawyer in pakistan
    property lawyer in pakistan

  30. nikah registration said:

    dsa d as d sad sa d
    court marriage in pakistan
    nikah procedure in pakistan

  31. property lawyer said:

    asdsa d asd sa d
    divorce and khula lawyer in pakistan
    children custody lawyer

  32. One Dasty said:

    Home Pug puppies task. You want one that is healthy but also comes with a pleasant personality and is adaptable to your lifestyle.

  33. McOrlando said:

    All of Pitbull AKC registration guarantee year genetic health guarantee. They have been raised in our home around small children, kittens and dogs of every size to help them develop well round personalities accustomed to daily home activates. We encourage families to ask question and to stay in contact with us.
    All puppies sold as pets will go home spayed-neutered! We also sell puppies along with breeding right. Note this will an additional fee.

  34. robert said:

  35. balimicorp said:

    Balimicorp is a Purpose-Driven Digital Marketing Services Company.Creative solutions to improve your business!

    Offering Best Internet,Online Services Leading with Digital Marketing Agencies in Hyderabad. SEO PPC SEM SMM Content & Email Marketing
    A tech and consulting service company based out in Singapore (2014). B?LIMICORP is Onestop solution for all your Business Services in hyderabad

  36. SUNITA SHIKARI said:

    Hi, this is really informational content do check my website as well. this will help you to know more about digital marketing and a career in digital marketing.

  37. SUNITA SHIKARI said:

    I have been an old user of your website and would like to thank you for the knowledge we have gained from you.

  38. Sorav93 said:

    A splendid job! Thank you for blog. you write very nice articles, I visit your website for regular updates. For more information visit Cabin Crew Training Center

  39. Matka API said:

    Thanks for this article.
    Satta Matka API
    Matka API auto result
    Matka API

  40. ShopECS said:

    ECS is offering heel shoes for girls which are trendy and best footwear on parties and functions.

  41. Real Estate Agent In Long Island said:

    Real estate Agent In Long Island offers the best services in house selling or buying. Both house selling and buying can be time taking. We strive to save your time and provide the best rates in town. We help you discover beautiful places at the most prime locations. Explore and see to find what we are offering. Here’s how we are working to make our services reliable for everyone.

  42. ashia khan said:

    There is a bartering of roughly 2,170 Bitcoins reported by the US Marshals Service that were held onto throughout various government criminal,

  43. said:

    alongside the forthcoming digital currencies,d with Bitcoin or other altcoins. All of the latest market costs, surveys, news with respect to the digital money world is being introduced in an easy to understand way.

  44. ShopECS said:

    ShopECS is offering fancy shoes for girls online in Pakistan. Check out quality and trendy women shoes online at ShopECS.

  45. Chinyere said:

    Visit Chinyere for casual dresses to make your outfit extravagance. Chinyere provide casual dresses for girls as well. Check Now

  46. Chinyere said:

    I have research it for your guidance that the dupatta design in world is getting on trend so I offer you Chinyere for chiffon dupatta. to make you look aesthetic in gathering and occasions.

  47. Metro Shoes said:

    Metro shoes offer their customers the highest quality loafers and loafer shoes Get only the best available loafer shoes for men in Pakistan, today So, buy the best loafer shoes for girls online from Metro shoes We bring you only the highest quality loafers for women ‘

  48. Metro Shoes said:

    The best perfume for women are available with ease to buy online. Best and elegance perfume.

  49. Enem Mall said:

    Enem store is offering men suits in Pakistan which are extravagance in look which make your outfit manly

  50. Borjan Shoes said:

    Borjan offers its customers the best shoes for men in Pakistan. We have the highest quality mens shoes and leather shoes in Pakistan for great prices.

  51. Black leather jackets said:

    What a remarkable composition, I look forward to visiting Here .However, I would like to apply for admission into this great institution, if possible. Also for those looking for an admission process into the or eligibility, you can look up this composition Black leather jackets

  52. Rios Cosmetics said:

    Rios is a multi-brand store providing amazing Lipsticks and lipstick shades. The store aims to provide satisfaction through high quality products like lipstick colour. Their lipstick shades are perfect and are just what you need Rios fulfills your every demand, with their items like Lipstick kits.

  53. Murphy Family Mover said:

    Murphy family Movers Provide professional packing services Chicago and in St Charles, Illinois. Get our hassle-free moving services now.

  54. Rivaj UK said:

    Rivaj offers great cosmetics and related products like makeup remover and makeup remover wipes. So, grab the best makeup remover from Rivaj today and enjoy. Their makeup remover kits are truly unbeatable and offer a high degree of satisfaction. Rivaj offers the best makeup remover to their customers every day.

  55. Servis Shoes said:

    Servis PK is an Online Official Store, where you can buy formal shoes for men in all sizes with various colors at reasonable Prices. We deliver a product on COD in all Metro cities like Lahore, Karachi, Islamabad across Pakistan.

  56. Sakshi said:

    This is your site that provides every important need, such very time to time I check your web post. Hotels in Electronic city

  57. gil12 said:

    best Shisha in Dublin offers you a wide range of shisha with flavourful drinks to go with it. Bring in your friends and family and enjoy the secluded atmosphere we offer you. We are offering amazing deals on drinks and shisha combos throughout the week.

  58. carls12 said:

    Python Web Developers who want to explore the world of innovative software product development within a next-generation enterprise platform. The project involves both transformation and building new services to be offered to customers. We are looking for team players who want to be part of this challenging project working in a high-performance Agile Engineering team.

  59. BSNS Consulting said:

    BSNS Consulting provides comprehensive digital marketing services in Islamabad. We offer a wide range of services including search engine optimization (SEO), social media marketing, content marketing, and more. Our goal is to help businesses in Islamabad thrive in the digital landscape.

  60. SMM panel said:

    A social media marketing panel, often known as an SMM panel, is a platform that offers social media marketing services to businesses and people. SMM panels provide a variety of services, including likes, followers, views, comments, and shares on prominent social media platforms such as Facebook, Instagram, Twitter, and YouTube, among others.

  61. SMM Marketing said:

    Welcome to our SMM panel India, the go-to place for enhancing the reach of your social media presence! We are dedicated to guiding people and organizations through the complex world of social media marketing with our cutting-edge solutions and professional tactics.

  62. Dropwarez said:

    Step into the world of e-commerce mastery with our collection of the best Shopify dropshipping stores. These beacons of success have mastered the art of curating exceptional product selections, fostering customer loyalty, and creating seamless shopping experiences.

  63. BabyBoxShop said:

    Explore our delightful collection of pink gifts, perfect for welcoming a baby girl into the world. From pretty dresses and soft blankets to charming toys, our pink-themed selection offers a variety of choices to celebrate the new addition to the family.

  64. smm reseller panel said:

    A Smm panel board in phillipines is a stage or administration that gives different virtual entertainment showcasing arrangements customized to the Philippine market

  65. Tiptop-Einrichtung said:

    A Barber Herrenstuhl is a specific chair for male clients in a barbershop. This chair is intended to provide both comfort and functionality while the barber performs their services.

  66. CAvpshost said:

    VPS Windows $5 signifies a VPS hosting service that offers virtual servers running the Windows operating system at a price of $5. It suggests that users can enjoy the benefits of a VPS, such as dedicated resources and control, specifically tailored for Windows-based applications, all at an affordable price point.

  67. Vallee Real Estate said:

    Experience urban living at its finest with apartments for sale in Richmond. Discover a diverse selection of stylish condos and apartments in this bustling city, known for its rich culture and convenient amenities. Start your journey to homeownership in Richmond today.Explore our listings to discover modern condos with stunning views, conveniently located in this thriving community. Your ideal Richmond apartment awaits.

  68. BSNS Consulting said:

    Based in Pakistan, BSNS Consulting is a leading Digital Marketing Agency Islamabad. Our talented team of marketers, designers, and strategists collaborates to create impactful digital campaigns that resonate with your target audience. With a focus on innovation and results, we empower your brand to thrive in the digital landscape.

Leave a Reply