Let’s talk basics and then figure out how to make them better. That way, whether you are just starting to lean about copywriting or you’ve been at it a while but for some weird reason your boss is making you read this, then everyone can still come away with something useful. What we want is for you to be able to make a good impression with your copywriting. It’s not too hard.
Great copy requires a writer who can bring Personality to the table. True, you probably don’t want to adopt a writing personality that is too “out there,” but you do need to choose language that is inviting and interesting. Stay away from passive boring language like, “Bunnies are said to be nice pets.” Choose an active voice like, “Bunnies make for sweet and lively companionship.” Similarly, go with a tone that suits your audience. For a child audience you’re better off using recognizable words and playful tones. For example, “Bunnies love to snack on veggies, find a hiding spot in your pocket, and will love leaping all over the room.” For an adult audience, you’d change the edge on the language to something more like, “Our bunnies have been raised with love and enjoy being handled. They’re smart too, and have been litter box-trained, so that your relationship will start off on the right foot.”
Story is important. Just because you’re not writing the next great American novel, you still need to consider the story. What stands out about what you’re selling? Getting specific about a product or service will tug at the reader’s emotions. Staying with the dog example, which of these bits of copy is richer and more enticing? Example A: Do you love dogs? We’ve got a great one with a nice personality right here. It’s a puppy and puppies are irresistible. Or Example B: Do you love little pink paws, tickly whiskers, and companionship only Man’s best friend can provide? Murphy already knows how to sit and he’s waiting for a loving owner to impress with his obedience and charm. Of course example B is better, and that’s because now we know Murphy and we’ve engaged with his personality and his plight. That’s story. The more Story you can incorporate into copywriting, the better it will be.
Now add in some pressure to act. When copywriting is good, it causes the reader to buy the product or service. No doubt you’ve seen ads that say, “Supplies won’t last!” and “Call now, before it’s too late!” This is a copywriter who is trying to get a reader to feel “need.” It’s also not very creative copy, but it does work. What also works and is creative in it’s subtlety, is what you want to strive for. For our cat example, avoid copy like, “Our cats go fast.” Instead, try something more specific like, “Only 3 kittens still need homes.”
Another aspect of effective copywriting is offering proof. This is sometimes called “social proof.” When 4 out of 5 doctors agree that a Medex is the best drug on the market, you know the copywriter is using this strategy. It makes the reader feel secure in their purchase. The general public wants an authority to tell them a product is good, and safe, when they have limited knowledge of it themselves. Another version of this is the testimonial. Readers recognize themselves in these ads and relate the product success they see to themselves. There’s a sense of trust there. For the copywriter, it will be most effective to, again, include specifics like where the person lives, and the person’s name if possible. This way, the connection is deep.
Now you know the nuts and bolts of creative copywriting. Use them as suggested and you’ll be off to a great competitive start in the copywriting business. However, take the ideas and improve on them, and you’ll be ahead of the game. Make your writing unique, work on it until it’s effect gets noticed, even groundbreaking. Quality writing will make quantities of sales.
Chris Kincaid is a twenty year marketing professional and writes extensively on business including local topics such as graphic design in Michigan and Ann Arbor web design.
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