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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."
Copywriting needs Story. Maybe it doesn't need it in a traditional sense, like plot, but it's still there, if it's good copywriting. This means that your copywriting should be specific about what you're trying to sell to make it enticing to your readers. Let's continue with our bunny example. Blas writing such as "Do you think it would be fun to own a bunny? Check out ours," does nothing to make the reader want to buy it. A better choice would be, "Do you love bunny noses and bunny feet? Hop on over here to meet Lenny. This spotted Lop has ears that will perk right up at an owner who is willing to share a lot of carrots, a little affection, and a nice warm home." In this version the reader gets a sense for who Lenny is and what they're missing out on if they don't go snap him up. The more you engage your reader and tug at them to act, the better your copywriting will be.
Once Story is in place, add urgency. The idea is to generate sales, and including exigency in your writing will help that along. We've all heard commercials that say, "Sales ends on Friday. Hurry!" and "Everything must go." The copywriters here are trying to incite the reader to want their product and want it now! But they're not very subtle, are they? You don't want to say, "Our bunnies won't last long at these prices." A more interesting approach would be, "A bunny today keeps the loneliness away."
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.
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."
Copywriting needs Story. Maybe it doesn't need it in a traditional sense, like plot, but it's still there, if it's good copywriting. This means that your copywriting should be specific about what you're trying to sell to make it enticing to your readers. Let's continue with our bunny example. Blas writing such as "Do you think it would be fun to own a bunny? Check out ours," does nothing to make the reader want to buy it. A better choice would be, "Do you love bunny noses and bunny feet? Hop on over here to meet Lenny. This spotted Lop has ears that will perk right up at an owner who is willing to share a lot of carrots, a little affection, and a nice warm home." In this version the reader gets a sense for who Lenny is and what they're missing out on if they don't go snap him up. The more you engage your reader and tug at them to act, the better your copywriting will be.
Once Story is in place, add urgency. The idea is to generate sales, and including exigency in your writing will help that along. We've all heard commercials that say, "Sales ends on Friday. Hurry!" and "Everything must go." The copywriters here are trying to incite the reader to want their product and want it now! But they're not very subtle, are they? You don't want to say, "Our bunnies won't last long at these prices." A more interesting approach would be, "A bunny today keeps the loneliness away."
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.
About the Author:
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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