Although it may appear simple, Copywriting can be a complicated process. You need to make sure your words are entertaining, in order to captivate your audience, but not so entertaining that it comes at the expense of specific details.
Toeing the line between informative and uninteresting is a difficult job in all industries. You need people to want to read on, but you also need them to retain the key points of your copy; weather it be educational or that all important CTA (call to action).
Luckily, there are a few basic steps you can take to make sure your copy is compelling and clearly delivers your point.
1 Think Simple
No matter what industry you’re writing for, or about, not everyone who read your copy will be familiar with all of the aspects you cover; but that doesn’t mean you need to leave them out completely. There’s nothing wrong with replacing ‘technical’ terms with more common alternatives, or even placing quick definitions in brackets. I used that second option a few paragraphs ago. As you write always keep in mind the simplest way to express yourself. In the long run it will help keep your audience engaged, while not losing the message of the text.
2 Break Up The Copy
When it comes to best copywriting practices, it’s always good to avoid big walls of text. They are daunting to the reader, and will immediately make them switch off and go back to google to find a search engine result that's easier to understand. Just think about your own reactions to information when you’re researching topics. Always think about how best to break up each paragraph; bullet points, numbered lists, images. Anything goes to make it easier to digest.
3 Speak To The Reader.
Talking directly to the reader is a very common copywriting tip, but always worth mentioning. Some people feel uncomfortable talking directly to the reader, but it’s a trick that makes all the difference to copy. Especially if you’re trying to get them to complete a CTA. Using ‘you’ engages the reader by holding their attention. You’re more likely to read on when something feels personal.
4 Don’t Be Afraid To Use Humour
Sometimes, you’ll be given a copy brief about a topic that is just dry. Thanks to copywriting, I know more about gas fireplaces and Lino flooring than anyone else I know, despite not owning a house, let alone flooring options. I’ve also created a lot of copy for financial businesses, an industry that lets face it, doesn’t naturally lend itself to humour. However, just because a topic is ‘dull’ doesn’t mean the copy should be too.
The mark of a good copywriter is the ability to make anything interesting. When used in the right places, humour can be very persuasive and help to keep the reader engaged in the topic. Just make sure you consider the brand and topic fully before you start to write, you don’t want it to come off as satire (and then get fired…).
Need help crafting copy that is fresh, compelling and informative? Book in a call with me to see how I can help you find your brand voice.