Basic Tips For Copywriting
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.
Copy needs personality. You may be writing for business instead of pleasure, per se, but the info you need to get out into the world still has to be attractive. For example, you can say, “It’s been said that cats can be great pets.” But that’s passive and boring. Instead try, “Cats make wonderful companions.” In the same way, go with a tone that matches the product or service you’re trying to sell. Kids, for example, need simpler vocabulary and would like a sentence such as, “Kittens love to play with feathers other soft goodies. With you by their side, they may even curl up a nap in your lap!” An adult, on the other hand require more forward language, like, “Cats thrive on spending time with their owners, be it a cuddle on the couch or a game of hide and seek.”
Don’t forget about Story. You may not be creating mythic fantasies or extraordinary worlds, but story is still a big part of copywriting. What I mean by this is that you need to get specific with your message and/or product in a way that lets the reader get closer to it and essentially wants it. Let’s stay with our kitty cat example. A general piece of writing like, “Do you love cats? We’ve got them. Come see if one is right for you,” does little to entice a reader to buy. This is better: “Do you love little whiskers, tiny pink paws, and the love only a kitten can offer? Otis would love nothing more than a companion to snuggle up with on the couch while watching Pet Story.” In this example, the potential owners get to see exactly what they’ll miss out on if they don’t act. The writing has given Story to the ad-there’s setting, character, and emotion. The more of this that you include in your copywriting, the more successful you’ll 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.
Remember these principles when you begin your copywriting projects, and you’ll be off to a great start. The more you practice these strategies, the better you’ll become. The more you can stretch these ideas and expand on them, the more groundbreaking your writing will be. And the more powerful the writing, the greater the number 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.