In my years working as a copywriter, I’ve learned a few things.
I’ve learned that there is no formula. If you write something you like, chances are, someone else will like it too. If they like it enough, they’ll listen to you, especially if you ask them to do something. Like buy this shebang, or visit this whatsit.
There may be no formula, but there are things you can do to make sure the writing does its job. You can’t be Hemingway, every day. No matter how ignorant you are.
Everyone reads differently
You read differently to me. She reads differently to him. We all read differently.
Some read fast. Some read slow. Some read, but don’t remember, then have to read again. Some scan for keywords. Some read between the lines. Some read everything, even if it’s boring. Most only read what’s relevant to them. And some don’t even read at all.
Please one person and you’re doing great. If you can work out different ways to speak to all the people I mentioned above, you’re worth your weight in bananas.
Say it straight, then say it great
I can write in a way that is hilarious and fun and wild and stoopid, but unless I get to the point, you’ll become lost in this long sentence, that has no real point, except that I get a chance to fill out space, and make you chuckle, and say things like pumpernickel and pizza, and now you can’t even remember where it began, or can you?, even though it’s been fun, and did you notice I put a question mark next to a comma?; your poor brain.
The point is, get to the point. It’s so much easier. Just do it with flair.
Call to action
The call to action is what turns regular ‘ol writing into copywriting.
Writing can be persuasive, but without instructions, it’s just writing.
But what makes a good call to action?
That’s hard to say. Click here is a good one.
Find out more works too.
They’re boring, but they work.
Call now used to be popular. But I’m not so sure it works these days. So don’t use that one.
Enter your email is one of the best ones.
As long as you ask them to do something, you’re calling someone to action.
Whether or not they do it depends only on trust. Building trust is something else altogether. That’s a blog post for another day.
You don’t have to yell to sell
I read that somewhere once. Just leave out the exclamation marks. They suck!
Everyone speaks differently
It’s called personality. Some call it tone of voice. In marketing/advertising/hell, it’s called brand.
Whatever you call it, it’s important, because everyone knows what they would and wouldn’t say, and it irks them if you get it wrong.
Some people want to sound serious, others want to sound funny, some want to be wacky, and some don’t even know.
All you have to do is be conscious of the voice you’re using. If someone says, “I wouldn’t say that,” or, “that’s not on brand,” they’re probably right. If you learn to enjoy, “try again,” it gets way more fun, I promise.
