Killer Copywriting

Whether you are writing your website, marketing materials or a simple email, copywriting is critical to getting your message across effectively. Good copywriting makes a connection with the reader, arouses emotions and provokes a reaction. It can also bring your product or service to life.

The First rule of copywriting

The first rule of copywriting success is that it’s not all about ‘you’. It doesn’t matter how wonderful your business is or what a brilliant product you have. Your writing is about the reader and what’s important to them. So before you start writing, imagine that you are the reader. Try to understand their needs and wants, and write your message in the context of that information.

Whether you are writing your website, marketing materials or a simple email, copywriting is critical to getting your message across effectively. Good copywriting makes a connection with the reader, arouses emotions and provokes a reaction. It can also bring your product or service to life.

The First rule of copywriting

The first rule of copywriting success is that it’s not all about ‘you’. It doesn’t matter how wonderful your business is or what a brilliant product you have. Your writing is about the reader and what’s important to them. So before you start writing, imagine that you are the reader. Try to understand their needs and wants, and write your message in the context of that information.

The best way to do this is to highlight the - ‘what’s in it for me?’ Whoever your audience they always want to know what the benefits are for them. Understanding your audience will help to determine ‘what’s in it for me?’ What does your typical visitor look like? Are they male or female? What age are they? Why would they be interested in your product or service? If you don’t know the answers to these questions, do your research first.

Ten tips on how to become a killer copywriter

Anyone can become a killer copywriter when they know the tricks of the trade. Here are my top 10 tips to help you write copy that sells.

1The best way to write great copy is to imagine that you are talking to someone. Write as you would talk – use plain, conversational language with emotion.

2Work out the three key messages you want your reader to remember. Most people aren’t going to remember more than three messages – so make sure your writing supports and reinforces your top three points.

3Stay clear of ambiguous words and phrases like ‘innovative’, ‘value-added’, and ‘transformation’.

4Change your language from “we offer” to “you’ll receive”. Remember it’s all about the reader and they want to know ‘what's in it for me’.

5Don’t overwrite your message. Keep your writing crisp and concise by avoiding long sentences and using short paragraphs. Each sentence shouldn’t be longer than 27 words. If your sentences are long, read them out loud. You’ll soon be able to work out where to insert a full-stop.

6Keep it simple. Always use a short word in place of a long word, and a plain word instead of a technical or fancy one. For example use ‘across’ instead of ‘traverses’, ‘achieve’ instead of ‘accomplish’ and ‘cost’ instead of ‘expenditure’. It’s simply easier to read.

7Always write in an active voice – it gives a sense of action and immediacy. Passive voice can make the copy seem slow and boring. For example ‘the tree was hit by the car’ is not as direct and clear as ‘the car hit the tree’.

8Use humour if you can. Humour creates a reaction and interest in your message. It might not always be easy to find the funny side of your message, but it’s worth trying. My problem is trying to stay serious.

9Check grammar, spelling and punctuation. There’s nothing worse than reading something with a typo or incorrect punctuation. First tip – always use a spell check. Second tip – have someone else proof read your work.

10End your message with a call to action. It entices the reader to think about taking action and makes clear what the purpose of the message is.

Using these 10 tips will help you improve your copywriting skills. It takes time and practice, and it’s important to be in the right frame of mind. There’s no point sitting down to write something when you are tired or angry – it will be reflected in your work. And if you’re still not happy with your writing, then hire a professional.