Imagine you had the necessary ingredients to ensure your copy was doing a better job of selling your products. What would you need for it? Perhaps you’d hire a copywriter, but if you insist on doing it yourself – you can follow the list below and start becoming a copywriting wizard.
1. Short paragraphs
Short paragraphs make your copy more inviting to the reader. Huge blocks of text put us off, as it becomes harder to reader. And tends to discourage people reading your copy.
Go for 3 sentences instead, 4 max. And don’t be afraid of one sentence paragraphs either.
2. Short sentences
Long sentences over-complicate what you want to say. And ends up confusing and frustrating your reader. Aim for sentences with 10-16 words to make things easier for your audience.
3. Use plain English (i.e. simple words)
Use language your target audience understands. You’ll communicate more effectively with simple words than with big ones.
4. Emphasize benefits
While features may be good to know. They don’t tell you what it does for your customers. Here’s where benefits come into play.
They tell you exactly what the product does for them as a result of the feature. For example, Apple’s iPad 2 is twice as fast as its predecessor with a dual-core A5 chip. Allowing you switch between apps more fluidly.
5. Attention grabbing headlines
Headlines can be thought to be the most important part of your copy. At the risk of sounding like a broken record. Headlines are the first thing your readers see when scanning reading material.
They’ll decide whether to continue reading based on whether the headline appeals to their self-interest.
6. Be friendly
As a general rule for writing copy, don’t write anything you wouldn’t normally say in person. That is, to write like you talk. Writing in a conversational tone makes your copy personal, more inviting and easier to read.
7. Reader’s perspective
Always remember you are writing to somebody. Think of it as writing a letter to your friend and put yourself in the shoes of your reader. Ask yourself: Why would they want to read this? Will they understand what I’m saying? Would I want to buy the product I’m selling with my copy?
So there you have it, the 7 essential ingredients to copywriting success. These tips can be applied when you’re writing a brochure, promotional emails, press releases, sales letters and other marketing collateral.