Halloween comes but once a year. But for copywriters, the spirit of the holiday should be kept alive all year long. No, I’m not talking about the candy (although that would be much appreciated). It’s all about the costumes.

It’s the idea of becoming someone else that is a vital part of any copywriter’s arsenal. When I’m writing, it’s in a very specific voice. It could be the voice of my client or the intended audience. The point is, it’s very rarely my own voice.

And that voice will change. One day I could be writing as an expectant mother. The next, as a retired businessman. Or I could have to switch from a fast-paced, techno-savvy teen to writing for my own parents.

It can be difficult finding just the right tone, just as it can be as hard to find that perfect costume. But if you get it just right, everyone will notice and soon you/your message will be the center of attention. Get it wrong, and you’ll get noticed for all the wrong reasons. You may even end up looking like that poor guy up top.

That’s one of the things I love about my job. I get to be so many different people in my writing. I’ve always been curious into how others think, and my work as a copywriter continuously feeds that curiosity.

It starts with a lot of research, from reading other pieces targeted to the same audience to talking directly with someone in that audience. Recently, it has also included using Twitter. I’ve been able to reach out to many different people. This has helped me understand their points of view, which in turn has made me a better writer.

All I need now is the perfect costume for tomorrow night.