Nothing irritates me more than being told that there are '3 Secrets' to great copy. Worst still are those marketing promises that say something like, "3 Secrets that the copy gurus don't want you to know".
Here's an example I received just the other day...
"Just imagine... a report with the *exact* words to use to maximize your influence and communication effectiveness..."
For me to believe that I could write good copy simply by having access to these *exact* words, I would also have to believe that if I had access to the *exact* set of brushes and paints used by Picasso, I could become a great painter.
It's all nonsense.
However, there are some simple steps you can take which, when taken in the right sequence, can improve your copy.
Step 1: Figure out WHAT to say
A great deal of copy, for site pages, emails and newsletters, fails simply because the writers didn't pause long enough to figure out what they should be saying.
When you miss the 'what to say' stage and jump straight to the 'how to say it' stage, you usually end up with very vendor-centric text. You end up re-wording the brief, highlighting the great features and benefits of your client's products and services, and telling your audience that they really should buy everything right now.
Adding rouge and powder to the brief doesn't result in great copy.
When you make yourself spend time on 'what to say', you'll find yourself thinking more about the people to whom you are writing. Your copy becomes more reader-centric. What do they bring with them when they open that page or email? What are their expectations? What do they want from you? What are they hoping for? What can you say that will make them think, "Yes, I'm in the right place. These guys might be able to help me."?
Achieve that, and everything else becomes a great deal easier.
For myself, I try to spend as much time figuring out what to say as I do on the actual writing of the copy. I have a scrap of paper on the wall in front of me, on which I have written, "What is it that I am really trying to say?"
Step 2: Write well
Again, don't get all bent out of shape over 'how' to write great copy, or which 'power words' to use. Simply focus on taking 'what to say', and saying it well.
Here's a simple tip that you might find useful.
When you are writing the first drafts of your copy, write it in a program like Notepad, which has no formatting features - no bold, no underline, no color.
All too often, we format our copy to make up for poor writing.
For instance, if you write a sentence and then immediately feel that you need an exclamation point at the end and a couple of words emphasized in bold... what does that tell you? Very often, what it should be telling you is that you didn't write that sentence very well in the first place.
Good writing, through its own structure and rhythm, already places emphasis in the right places. If you feel the need to format a sentence for emphasis, take that as a warning that you should, instead, be rewriting that sentence until it works a little better.
Good writing can stand alone, without the crutch of formatting to make up for the deficiencies in the writer's craft.
Step 3: Now you can add the final touches
I'm not a rabid purist when it comes to writing copy online. And because of the nature of the online experience, you will need to take note of the formatting of your copy.
Online, readers are becoming more and more impatient. So you really do have to say, "Look! Here's the copy that answers your questions."
Work with your designer to make sure that the layout of the page throws emphasis on the key messages. Check out the column widths, and make sure none of your paragraphs look too long. Add those bold headings, and maybe some bold words within the body, here and there.
And yes, even pay attention to those 'power' words and phrases - like Free, Buy Now, Click Here.
In conclusion...
I'm not preaching that you never use formatting and particular words to help your readers get the information they need.
I'm simply saying that these finishing touches should be just that, the final, finishing touches to a great message that is written well.
Good copywriters say the right thing well, and then add final touches to make the copy work online.
Mediocre copywriters skip the part about the right message and writing well. They simply jump to the part about 'power' words and formatting.
Like any other from of writing, online copywriting is about connecting with your audience and expressing your message clearly.
No short cuts. No secrets. Just lots of hard work and a love for your craft.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
Many people feel they have a story to tell or... Read More
1. Address your reader as a friend, not as "Friend."When... Read More
If you write for a living, you deal with deadlines.... Read More
In order to get ahead in your copy writing business,... Read More
Think quick. In 10 seconds, can you list the 5... Read More
Much of today's accepted copywriting wisdom comes from old books... Read More
Building a professional reputation requires a campaign founded on your... Read More
In a previous article I talked about a few similarities... Read More
Have you wondered how you can make a career writing... Read More
You have to choose a character or an angle that... Read More
Lately, I've been getting emails from other copywriters who ask... Read More
Every day, more and more of us begin new online... Read More
Several years ago, when I was working for an agency,... Read More
In order to maximize your sales efforts and fully seize... Read More
Many of the solo professionals whom I coach are people... Read More
I imagine you are the type of person who really... Read More
Chances are that you are making many, if not all,... Read More
Knowing how to write, and write well, is a skill... Read More
How can you gain credibility and exposure for you and... Read More
You're ready to launch that new product or promotion, &... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
Writing headlines for your ads is the most important part... Read More
When you sit down to write a sales letter to... Read More
About once a month I fly off somewhere to give... Read More
If you have children, you will doubtless remember saying to... Read More
Copy is all about words. Or is it?Copy is about... Read More
In this article, I am going to reveal a dozen... Read More
One of my most powerful marketing weapons costs me less... Read More
Every week I receive a couple of emails from people... Read More
1. Isolation technique It doesn't matter how good your... Read More
Listen, consider this scenario.You have a deadline to honour. Time... Read More
I know, I know. Times are tough. You have to... Read More
Whether you run a home-based business or Microsoft, one thing... Read More
Your initial freelance writing assignments are the best way to... Read More
Everyday when I read promotional emails and advertisements, or listen... Read More
Have you seen those copywriting gurus, working it on the... Read More
Freelance children's writing positions are always advertised. Rather, the schooling... Read More
Just because you're running a small business doesn't mean you... Read More
Many people feel they have a story to tell or... Read More
One of the best marketing tools available to your internet... Read More
Every person has secrets that only he or she knows,... Read More
Hi everyone,Been ruminating on this one for a little while... Read More
Quality is what you need. What you don't have is... Read More
Year after year people make the same mistakes in direct-response... Read More
When you want to sell something?anything? you need to first... Read More
Copywriting ChecklistOkay, you know you have your product (or service)... Read More
IntroductionA pencil. Yes, a pencil. In my opinion, every great... Read More
Do you possess the qualities of a good proof reader?... Read More
If you write for a living, you deal with deadlines.... Read More
When you sit down to write a sales letter to... Read More
Unless you know the secret motivational secrets that make people... Read More
One of my most powerful marketing weapons costs me less... Read More
Think quick. In 10 seconds, can you list the 5... Read More
A passionate debate is currently raging in the Copywriters Forum... Read More
Hone your writing skills to project a more professional business... Read More
If you are interested in creating information products, you will... Read More
Your prospect has emotions? and you MUST touch these emotions... Read More
Whether you're an executive or a small business owner, chances... Read More
When you are going to write a press release probably... Read More
Thinking of hiring a staff writer? Think again. Below, I... Read More
So, you have something you want to sell. It may... Read More
Your goal is to land a few nice, secure freelance... Read More
Say the word "emotion" to a man, and he'll immediately... Read More
Tech-writing is a tricky business. It's not a very high... Read More
When I write copy for my advertising clients, I always... Read More
My name is Ann and I'm a grammar geek. There,... Read More
Copywriting |