10 Copywriting Tips From An Expert Copywriter
1. Write less, say more.
People have short attention spans, so your copy should make its point quickly and clearly.
Short sentences are easier to read; try and breakup run-on sentences and don't worry about broken ones. Feel free to start a sentence with And, But, or Because.
Having said that... know when it's appropriate to use short vs long copy.
Shorter-style copy is best for promotions, discounts and offers, but only for well known products and brands that people already love.
A general rule of thumb is: if your product is something everyday and inexpensive, keep the copy short and simple. If it's an unusual product that isn't very well know, opt for longer copy.
Bonus tip: rely on verbs instead of adjectives, even if it makes the copy slightly longer. Verbs are specific and harder to ignore.
Example: “I know this guy John who is intelligent, hard working, and really insightful” VS “John founded a successful brand, he created a popular Instagram page, and he leads a talented team”
2. Sell the sizzle, not the steak.
A.K.A. Sell the benefits, not the features.
If you're selling... let's say... a cordless vacuum for example, demonstrate what life looks like without it vs what it would look like with it.
For example, you could highlight the fact that the customer will no longer have to play musical chairs with their wall outlets, making the daunting chore less of a hassle.
3. Use the 'three reasons why' formula.
Chances are, you have strong competitors (unless you're Jeff Bezos, because let's face it... who doesn't buy from Amazon). Highlighting the answers to these three common consumer questions will give you a leg up on the competition.
1. Why are you the best?Highlight what you have to offer that your competitors don't.2. Why should people believe you?Show testimonials/reviews of your product.3. Why should they buy right now?Incentivize your customers using FOMO (Fear Of Missing Out) with a discount or stating limited quantities/production.
4. Make people cry.
Okay, maybe don't. But you should make your ads memorable, sometimes by being emotionally triggering (without causing distress). Putting peoples concerns in the spotlight is a great way of doing so. An example of this could look like: “Many of you are probably worried about ___ right now."Another option is to persuade buyers with problems. Features and specifications are cold, hard facts... And they can be a little boring. Readers will pay more attention if you can present features as solutions to their problems, as problems are eye catching and relatable.
5. Make your brand look professional.
This one's pretty simple, but requires some work. When designing your website or social platforms, stick to a theme for your imagery, colours, and copy. Oh, and please spell check everything... nothing says "this brand is sloppy" more than poor grammar. Staying on-brand and writing professionally will not only make your company appear more legitimate, but it will make your brand more memorable to customers.
You know an ad is an Apple ad before even seeing the name.
6. Get inspo from your high-performing competitors.
They're clearly doing something right. If you're having a hard time coming up with new creatives, take a look at the competition and see what they are up to (and replicate what you like without making it too obvious).
7. Make ads that don't necessarily look like ads.
Using raw, organic content of the product(s) in use is what makes an ad more personal. Using a non-sponsored video testimonial of the product relates to the public more than just a brand telling you to buy it.
8. Make the best of those 50 characters in your headline.
You can write up to around 75 characters in a Facebook headline before it gets cut off, but try to stick to 50 or lower.
"On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar." -David Ogilvy
In layman's terms: the headline is 80%. If you’re going to be perfect in only once place, make sure it's the headline.
9. Don’t make false promises or bogus claims.
You may have to spell out your product's specifications and benefits to people... but they aren't stupid, so don't treat them as such.
Making promises such as "use this product and you'll lose 10 pounds in a week" makes your brand look as phony as that claim is.
10. Use humour & relevant social trends.
Remember when that "WHASSUP?" ad was a thing, back in like 2002? Do you realize it's been over two decades since it first aired, and yet people still remember it?
An ad that stems from humour and/or is inspired by relevant social trends makes your ad more memorable... And a memorable ad is a profitable ad. Try looking to popular social media sites (Instagram and TikTok are my two favourites) to see what's trending, and if you can relate it back to your brand and/or products.
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