Copywriting Nuts And Bolts

Writing interesting copy isn’t all that tricky. There are simple and solid principles upon which you can build a good base of knowledge about copywriting, which you can then fancy up with your wit, charm, and humor. Let’s discuss some of these nuts and bolts of the business.

Copy needs personality. You may be writing for business instead of pleasure, per se, but the info you need to get out into the world still has to be attractive. For example, you can say, “It’s been said that cats can be great pets.” But that’s passive and boring. Instead try, “Cats make wonderful companions.” In the same way, go with a tone that matches the product or service you’re trying to sell. Kids, for example, need simpler vocabulary and would like a sentence such as, “Kittens love to play with feathers other soft goodies. With you by their side, they may even curl up a nap in your lap!” An adult, on the other hand require more forward language, like, “Cats thrive on spending time with their owners, be it a cuddle on the couch or a game of hide and seek.”

Copywriting needs Story. Maybe it doesn’t need it in a traditional sense, like plot, but it’s still there, if it’s good copywriting. This means that your copywriting should be specific about what you’re trying to sell to make it enticing to your readers. Let’s continue with our bunny example. Blas writing such as “Do you think it would be fun to own a bunny? Check out ours,” does nothing to make the reader want to buy it. A better choice would be, “Do you love bunny noses and bunny feet? Hop on over here to meet Lenny. This spotted Lop has ears that will perk right up at an owner who is willing to share a lot of carrots, a little affection, and a nice warm home.” In this version the reader gets a sense for who Lenny is and what they’re missing out on if they don’t go snap him up. The more you engage your reader and tug at them to act, the better your copywriting will be.

Pressure is a good thing. Good copywriting (mostly for sales purposes) calls the reader to action. I’m sure you’re familiar with ads that use phrases like, “Hurry! Limited Time Offer, ” and “Call Now. Supplies Won’t Last.” Sellers want a buyer to feel the urgency of needing to act and needing it now. A great copywriter will create a sense of exigency without it being obvious as in the above examples. Continuing with our puppy example, a mediocre call to action would be, “These puppies will sell fast!” A better action phrase would be, “Only 2 puppies are still available.”

Another aspect of effective copywriting is offering proof. This is sometimes called “social proof.” When 4 out of 5 doctors agree that a Medex is the best drug on the market, you know the copywriter is using this strategy. It makes the reader feel secure in their purchase. The general public wants an authority to tell them a product is good, and safe, when they have limited knowledge of it themselves. Another version of this is the testimonial. Readers recognize themselves in these ads and relate the product success they see to themselves. There’s a sense of trust there. For the copywriter, it will be most effective to, again, include specifics like where the person lives, and the person’s name if possible. This way, the connection is deep.

Now you know the nuts and bolts of creative copywriting. Use them as suggested and you’ll be off to a great competitive start in the copywriting business. However, take the ideas and improve on them, and you’ll be ahead of the game. Make your writing unique, work on it until it’s effect gets noticed, even groundbreaking. Quality writing will make quantities of sales.

Chris Kincaid is a twenty year marketing professional and writes extensively on business including local topics such as graphic design in Michigan and Ann Arbor web design.
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