However, copywriting isn’t just about selling products at a commercial level. The ability to persuade your customers with words is a universally applicable skill.
Imagine a homeless man. His ‘homeless, please help’ sign sits soggy beside the empty plastic cup. People cross the road to avoid feeling awkward as they walk past him. Eventually, someone walks by and hands him a new sign: ‘parents killed by wizards, need money for magic lessons.’ This is a much more effective sign. Now this man seems more approachable and friendly rather than hostile or unsettling.
Copywriting is important. The professionalism of your writing says a lot about how serious and reliable your business is, creating a first and lasting impression. Spelling and grammatical errors are prominent indicators of negligence in copy. If you aren’t particularly good at it, ask someone with proof reading experience to look over it. Ask a member of the team about our sub-editing or copywriting services if you’re unsure about this challenge.
Effective copy is the result of following these five steps:
If your copy doesn’t make the reader feel like a part of your world, they won’t be interested. They need to know you understand them and their needs. The writing requires a certain level of informality and warmth, as if persuading a friend.
Create an Image
Writing can be dull and unimpressionable if the writer doesn’t breathe life into it. Strong images stick in the mind and make brands familiar to the public. For instance, when someone mentions Old Spice, most people think of the ‘I’m on a horse’ advert. It may have little to do with the product, but it works.
Your image should dance across the page with vibrancy, subtlety and grace – more of a metaphorical unicorn than a rhino.
You will buy this product! You will buy this product!
To make an impact it has to be memorable. If it’s memorable, your products will be the go-to brand in your field. Repetition of slogans and puns are useful techniques. Even terrible ones can make it big. They may be remembered for all the wrong reasons, but hey! They still drum up publicity. (Cough, Go Compare, cough).
If the copy doesn’t invoke some sort of emotion in your reader (other than boredom or hatred), it’s not doing its job. The writing needs to be filled with fiery passion for your product! You want the copy to inspire a burning desire to buy, or at the very least create mild interest.
Would your copy persuade you? If yes, that’s a good start. But be wary it’s not personalised just to you.
Negative is never good. Never. Unless you’re inspiring pitchfork riots, try to find a pleasant perspective. Unhappiness or unhappy truths make people feel uncomfortable, and more likely to avoid what you’re selling.