Pathway #3: Negative Capability is...

Caring.

Negative Capability is caring.

Caring more than you’re supposed to…

Caring more than others expect from or demand of you…

Caring because it’s who you are and what you do, not because someone asks you to.

I’ve been working with this company, and their founder wrote a book. He also runs a pretty popular podcast and regularly posts content on social media.

He knows what their audience loves, and can speak to them.

But writing copy is a whole other ball game, and that’s where I come in as a copywriter. My job is not just limited to writing. As I always tell my clients, 70% of the work is the research. All good copywriters know it.

But what many don’t know is the extent to take your research to.

If you want to be a great copywriter or craftsman in general, not just a good one — you have to dig in. You have to care.

That’s why as I work with this client, I’ve read the book, I’m listening to the podcasts, I’m watching the videos and I’m reading the content. I’m going the extra mile, because I know 1) they’ll appreciate it and 2) my work will be better for it.

The reward for now is their smile and appreciation when, in passing, I refer to something they posted online. They know I’m inside their world and that I care about it.

Are there any practical, measurable or even immediate rewards for this extra work?

No.

But I still do it and not only the work, but I, myself am becoming better for it.

Negative Capability is going the extra mile with care and attention to detail, with the certainty that you’ll make something great. And that will be the reward.

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