Copywriting, a skill often underestimated, is far more than just writing well. It's a distinct craft in the realm of business communication, requiring a unique blend of creativity, persuasion, and strategy. As a seasoned copywriter, I've experienced the nuances of this craft firsthand. Here’s a guide to how to write good copy.
What Makes Copy Really Good?
Great copy is like good writing: it's easy to read, makes sense, and feels smooth when you're going through it. But there's more to it when it comes to business. Good copy has a job to do.
-For emails, it's about getting people to click and see more.
-For websites, it's about showing up better on Google.
And for selling stuff, it's about making that product sound like a must-have.
All this needs to happen while still sounding like you're just chatting with someone, keeping it fun and interesting.
1. Write Like a Reader
Forget rigid grammar rules; focus on impact and readability. Write as if you're the user, favoring clarity and engagement over technical perfection.
2. Creative Even in Boredom
No matter how dry your industry seems, there's always room for creativity. Find unique angles to present even the most mundane topics.
3. Conversational Tone
Write as you talk. This approach makes your copy relatable and keeps the reader's attention, especially important in the distraction-rich online world.
4. Educate Your Audience
Your copy should inform and enlighten. Understanding and effectively using your product should be a natural outcome of your copy.
5. Balance Fun with Function
Highlight exciting features but always tie them back to the product's practical benefits. The key is to intrigue and then inform.
6. Embrace the Editing Process
Let your first drafts be creative and unrefined. The editing phase is where you balance creativity with the brand’s voice and goals.
7. Align with Campaign Goals
Remember, your copy should serve the larger purpose of your campaign. It's not just about catchy writing; it's about effective communication.
8. Use Personal Reactions as a Guide
Notice what type of copy engages you or turns you off. This self-awareness can guide your own writing style and approach.
9. Write for Your Audience
Understand and empathize with your audience. Your copy should resonate with them, answering their questions and addressing their needs.
10. Don’t Fear AI
Embrace AI tools to enhance your writing process. They can help with content ideas, grammar, and even research, augmenting your creativity.
Copywriting is an evolving field. Stay curious, keep learning, and continuously adapt to new trends and technologies. Remember, the journey to becoming a stellar copywriter is one of constant growth and adaptation.