The fact that we’ve all been writing since the age 5 should make us experts, right? Not quite. The reality is, writing is one of those undefined skills, that technically we can all do, and AI technology can have a bash at. But it’s tricky to produce original, snappy, human-crafted content well – in a way that has the desired effect.
This is especially true of copywriting, when you’re not just putting words to paper but combining it with the art of advertising too. At the end of the day, those words need to resonate with the reader to spark a reaction. From websites to ads, newsletters to social media, copywriting is a cornerstone of any brand so it’s important that yours isn’t letting you down. Don’t overthink it. Strip it down and go back to basics, starting with:
1) Finding your tone
Be direct but never dull. The most successful brands use their personality to do the talking. Tone is one of the most crucial elements of copywriting – without that, you’re just another voice getting lost in the ether. Look at aspirational brands and those with similar attributes or values – and take note of what makes them relatable and likeable – what they do and don’t do well.
2) Writing to your audience
If you think about how we converse, it’s likely you talk very differently to your 5-year-old niece than you do your best friend. Writing is no different. If you’re not 100% clear on who your audience is, connecting with them will be nigh on impossible. Put yourself in your audience’s shoes and ensure you’re writing to them, not at them.
3) Being concise
Can what your writing be read quickly and be clearly understood? If you’re having to re-read, pause for breath, or navigate a myriad of punctuation then it’s a warning sign to re-write. Often, with copywriting, you only have one shot – a flash of a web banner, a scroll of Instagram – if it’s too wordy, that could be your one opportunity missed.
4) Checking your syntax
It’s easy to fall into the trap of ‘lazy’ writing. If you find yourself needing to use exclamation marks, capitalisation, or italics for emphasis, then your syntax is off. A well-formed sentence speaks for itself – there’s no need for bells and whistles. Simply switching up the word order of a sentence can make all the difference.
5) Going easy on the cheese
We’ve had it drilled into us since school that adjectives are great and, while that’s true for a work of fiction, when it comes to copywriting, descriptive words can come across as fluffy and insincere. Customers can spot jargon a mile off, so while the odd pun is fine, try to stick to fact and leave the adjectives to the authors.
6) Being compelling
Sounds like an obvious one, but everything you write should have purpose. Start with ‘why’ you’re writing and, when you’re done, ask yourself whether it passes the ‘so what?’ test. What’s the goal, what value is it adding, is your audience going to engage and more importantly, are they going to care?
7) Being credible
Bold statements might garner attention in the short-term but if you can’t back up your claims then it doesn’t mean anything. Be an expert in your field, provide evidence for what you’re saying and demonstrate transparency. Customers appreciate honesty and openness, and building up a loyal customer base is all about developing trust.
