Hey there cuzins, how are you all this fine day?
One of the most important areas of every marketing campaign is copywriting. Copywriting is basically the use of words, whether written or spoken, to promote a product, a cause or a person. Sales letters are usually the first thing that come to mind when you think about copy, but promotional emails, ecommerce page content, sales video scripts and other forms of promotional material also belong in the same category.
I get asked a lot about how important good copy is to my campaigns and I always tell people that copy is so vital that I credit most of the conversions I make to solid copywriting. After all. What good is a wonderful product if you can’t convince people that it’s actually worth anything?
So what exactly is it that makes good copy tick? The reality is that there’s no single style that always wins when it comes to copywriting. Language and semantics are very subjective areas and people gravitate to different styles for different reasons. Sometimes there’s an obvious explanation why a piece of copy wins, sometimes there just isn’t one. Fortunately, we’ve already established a certain set of general best practices when it comes to writing promotional content. Here are the ones I swear by:
Balance length against readability
Remember, what you’re doing is writing copy for purposes of marketing, advertising, or promoting something. You aren’t writing a novel, so write what you need to write in a bearable length. Don’t assume for a moment that you’re at liberty to test a reader’s patience by writing lengthy sales letters. The moment they stop reading is the moment you have failed your task in doing effective copy.
Use truthful and believable power words
Every copywriter uses power words: high-impact terms that really hit home on an audience. Popular examples include “massive,” “instantly improve,” “the astounding secrets of,” and other phrases of the ilk. I have nothing against using this to spice up your sales messages, but some writers get carried away while using them, making the content of the copy a little less truthful than it should be.
For instance, if you’re trying to sell a DVD player, it’s okay to write that it “delivers amazing video and audio fidelity,” but don’t tell your audience that “it’s so awesome, you won’t be able to tell the difference between this and a Blu-ray player.” Bottom line, highlight the good qualities of whatever it is you’re promoting but be sure what you’re saying is factual.
You can still use some power words such as “proven” and “tried and tested” and “trusted”, since these words convey enough assurance and force in them without sounding too much out there. Other words that make sweeping claims and statements such as being the “best” and “ultimate” can just come off as sounding arrogant, delusional, or even downright deceitful.
Stick to sincere conversations
You must know that there is a good number of people reading this blog of mine. Why? Because notice that when I write, it’s like I’m right there with you talking over a cup of coffee. It feels natural, relaxed, and sincere, without me shoving any fact or sales pitch down your throat. When you write, read it to yourself and see how it sounds.
Stories and substance sell
Everyone has a story about that popular mobile phone they bought. A lot of people would like to tell you how lucky they feel that they made that choice in buying their car. Stories where people get to know about products from other people who bought them are points of interest for the consumer. They would like to know more from people who bought the stuff rather than from people who sell stuff, this is a natural thing, and you should make your writing reflect this.
Reinforce the rapport with the reader
When you write and people read it, you are building a rapport with them, making them see things through your perspective. This, however, does not necessarily mean that they are without the conscious ability to see if they are being taken for a ride. The moment they feel like they are being had, or they disagree strongly with what you are saying, that rapport is destroyed. Writing for everyone, as is the case with copywriting, is sure to cause some conflict with other readers, since not everyone shares the same ideals or preferences. By building a good rapport and strengthening it through your writing, you can push the envelope about some ideas and notions and still not lose your reader, as they may be willing to give some thought as to what you wrote.
Know who you are talking to
If you happen to be writing for a certain demographic, maybe a more focused group, like businessmen, homeowners, or even kids, try and get a feel of the language which they are comfortable with. Taking liberties with your writing when talking to businessmen may not be the best approach, same as if you use very technical terms when you write for those not versed in it. Should there be a need to write in a manner which is not completely attuned to your reader group, determine the writing style that is suited to them and mix it liberally to your writing style, so as not to deviate too much from what they are used to or prefer.
I could continue further with a host of other points for writing, but these simpler point should provide the necessary “backbone” to writing in a manner that will actually get people to read what you write. Try them out a few times and put your final piece to the test with your readers. More importantly, ask for feedback, so you would know if you hit the nail on the head, or if you need more practice.
Happy hunting!
Andy “copious copywriter” Jenkins
