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| Credit: pixelperfectdigital.com |
You can’t put your finger on it but there’s something
about your copy that isn’t working. It might lack impact. Or simply not flow quite
right.
In copywriting we have a few tricks of the trade to make copy engaging and believable.
Add tempo and rhythm
In poetry and song-writing pace and repetition creates a hook. The same is true in copywriting. To draw attention to an important point use similar sounding words in a sentence. In order to build pace make sentences short. This ensures there is some momentum and beat to the copy.
Use emotion
Copy needs to appeal to the senses. Messages have more impact if they make us feel something. So rather than have lines such as ‘saves time’ inject some emotion the reader can latch onto like ‘more time with your family’.
Don’t go OTT. Make it believable
Is your product really the best in the world? Is that product feature you're describing truly incredible or amazing? Be honest. It’s important not to get too excited about your product in your copy as over enthusiasm can easily lead to overselling. Too many superlatives are off-putting, so use them with caution.
Have a strong call to action
The target customer needs to be in no doubt after reading your copy about what to do next. So along with all the methods of responding such as telephone and email sum up why they should respond. And make the ending snappy and memorable.
Get to the point quickly
People don’t hang around for longer than a few seconds to get to the crux of the copy. If they find the copy is rambling they will at best skim through the rest or at worst stop reading it altogether. Therefore ensure that the key points you want to make are in the first couple of paragraphs.
Make it personal
Readers of your copy are mindful that the copy addresses their own situations and motivations. Do your research on why customers would want to choose your brand or service over another and then construct the copy around it. You can pose questions to draw attention to certain issues you customer may face and provide solutions to those.
Write copy with benefits
Let’s say you’re writing about your company’s new product in a direct mail leaflet. This isn’t the opportunity to describe all of the comings and goings in your company. Focus on something newsworthy that sets you apart from the competition, for instance the introduction of a pioneering manufacture process that keeps costs low and enables you to turnaround orders quicker. The important thing is to make sure everything included has a tangible benefit to the reader.
Don’t be cheesy
In this multimedia age, with messages bombarding us in all directions, we've all developed a level of cynicism to the exploits of advertisers. What could pass a couple of decades ago as a clever or sophisticated advert could be seen hackneyed attempt at trying hard to be funny now. So don’t rely on puns too much especially if they are as old as the hills. As a rule the best puns are those which take modern phrases and give them a twist. The strapline emblazoned on Tesco’s grocery delivery vans - ‘Shop ‘til we drop’ - works because it reflects modern life, striking a chord with target customers.
Keep sentences and paragraphs short
I wish people were more interested in reading copy. But it isn’t top of people’s list of priorities. Attention spans, especially online, are short so keep sentences short accordingly. To catch the eye of skim readers use bullet points to focus on important benefits and selling points.
Do a final chop and change
No-one can bang out copy in one go and expect every word and sentence to be spot on. Often copy benefits from some chopping and changing here and there. Be bold with the delete button, if need be, to make the copy more punchy and direct. Then go on to fine tune it, ensuring it flows well and communicates relevant points succinctly. If in doubt leave it out or leave it for an hour or so and return to it afresh.
In copywriting we have a few tricks of the trade to make copy engaging and believable.
Add tempo and rhythm
In poetry and song-writing pace and repetition creates a hook. The same is true in copywriting. To draw attention to an important point use similar sounding words in a sentence. In order to build pace make sentences short. This ensures there is some momentum and beat to the copy.
Use emotion
Copy needs to appeal to the senses. Messages have more impact if they make us feel something. So rather than have lines such as ‘saves time’ inject some emotion the reader can latch onto like ‘more time with your family’.
Don’t go OTT. Make it believable
Is your product really the best in the world? Is that product feature you're describing truly incredible or amazing? Be honest. It’s important not to get too excited about your product in your copy as over enthusiasm can easily lead to overselling. Too many superlatives are off-putting, so use them with caution.
Have a strong call to action
The target customer needs to be in no doubt after reading your copy about what to do next. So along with all the methods of responding such as telephone and email sum up why they should respond. And make the ending snappy and memorable.
Get to the point quickly
People don’t hang around for longer than a few seconds to get to the crux of the copy. If they find the copy is rambling they will at best skim through the rest or at worst stop reading it altogether. Therefore ensure that the key points you want to make are in the first couple of paragraphs.
Make it personal
Readers of your copy are mindful that the copy addresses their own situations and motivations. Do your research on why customers would want to choose your brand or service over another and then construct the copy around it. You can pose questions to draw attention to certain issues you customer may face and provide solutions to those.
Write copy with benefits
Let’s say you’re writing about your company’s new product in a direct mail leaflet. This isn’t the opportunity to describe all of the comings and goings in your company. Focus on something newsworthy that sets you apart from the competition, for instance the introduction of a pioneering manufacture process that keeps costs low and enables you to turnaround orders quicker. The important thing is to make sure everything included has a tangible benefit to the reader.
Don’t be cheesy
In this multimedia age, with messages bombarding us in all directions, we've all developed a level of cynicism to the exploits of advertisers. What could pass a couple of decades ago as a clever or sophisticated advert could be seen hackneyed attempt at trying hard to be funny now. So don’t rely on puns too much especially if they are as old as the hills. As a rule the best puns are those which take modern phrases and give them a twist. The strapline emblazoned on Tesco’s grocery delivery vans - ‘Shop ‘til we drop’ - works because it reflects modern life, striking a chord with target customers.
Keep sentences and paragraphs short
I wish people were more interested in reading copy. But it isn’t top of people’s list of priorities. Attention spans, especially online, are short so keep sentences short accordingly. To catch the eye of skim readers use bullet points to focus on important benefits and selling points.
Do a final chop and change
No-one can bang out copy in one go and expect every word and sentence to be spot on. Often copy benefits from some chopping and changing here and there. Be bold with the delete button, if need be, to make the copy more punchy and direct. Then go on to fine tune it, ensuring it flows well and communicates relevant points succinctly. If in doubt leave it out or leave it for an hour or so and return to it afresh.
