03 Jan Killer Copywriting – How to Make the Most of These 9 Expert Tricks

A Short & Sharp Starter Guide for Better Copywriting

Written by Daniela Cavalletti

Writing. Most of us do it every day in one form or another. Some of us do it well, some not so much.

As Hemingway so eloquently said: “It’s none of their business that you have to learn to write. Let them think you were born that way.”

The Copywriter’s Litmus Test

What then are the differences between good and bad copywriting in business? Whole libraries worth of books have been written about how to write in a way that will captivate your reader. But as people it’s hard to find the time to make our way through gazillions of books.  Instead, here’s my short and sharp starter guide for better content writing.

Take your copywriting through the litmus tests of these basic rules – and you should come away with a piece of marketing writing that will please not just you, but also your readers.

#1 – Know Your Target Market

It starts with this simple question – do you actually know who you are writing for? Then think about what makes them feel happy, fearful, interested, curious, successful, miserable. Offer solutions, ideas and stories that will help, engage and inspire your reader.

#2 – Core Message

Make a one-sentence idea the hub of your copy-written piece; no matter whether it’s a blog post, white paper or an entire book.  What is the main idea, should be the main takeaway for your reader? Always ensure your words and structure are related to that thought.

#3 – Be Authentic, Be Real

“It ain’t whatcha write, it’s the way atcha write it,” Jack Kerouac famously proclaimed.  When you do your copywriting, don’t try to be someone you’re not. You’ll only get found out eventually and it will harm your credibility. Be yourself when you create content: don’t be afraid to write as you talk. It’s ok to be unique, different – and be proud of it. It certainly worked for Jack.

#4 – Get Emotional

Emotions connect. Encourage your reader to feel, no matter your subject. The most powerful way of doing this is to describe as situation and let the reader arrive at that emotion all by themselves – rather than telling them what to feel. “She was standing in the rain, all alone; her hair plastered to her forehead, small goosebumps forming on her skin” is so much more powerful than saying ”she was cold, wet and lonely”.

#5 – Clarity + Substance

Keep your message, language and sentences simple and clear. Cut unnecessary descriptors, use simple words. Don’t try to impress with unnaturally complicated terms or jargon. Keep sentences tidy and clear. Mix up the length of sentences a little to make it more interesting to read your piece.

#6 – Deliver On Your Promise

Ensure that what promise your audience you’ll deliver in your copywriting. When you set up your main idea and your structure, don’t drift off topic too much or too often. Instead give your reader what you promised them, be it a solution to a problem, a new idea or simply some entertainment.

#7 – Get Active, Baby

One big stumbling block is the use of passive over the active voice. When you say “The most powerful content in Australia is created by our expert copywriters” a lot of power and flow is lost. Instead stay with “Our copywriters create the most powerful content in Australia.”

#8 – Sleep on it

It’s done, it’s written … Now sleep on it. Copywriting is only half the ticket to an excellent piece of reading. Edit and proofread your copy-written piece with fresh eyes a few hours or days later. And if it sounds too much like planned writing instead of an engaging story, rewrite it. Sorry.

#9 – Practice Makes Perfect

Even Shakespeare had to practice to arrive at his brilliance. To become a better writer be curious about the world, read widely, question and discuss, be interested in people’s stories – ­ and write, write, write.

Enjoy your writing journey.

Do leave us a message in the comments section if you have any copywriting questions at all.

We’re happy to help.