When I think about this, it makes me think of all sorts of examples, positive and negative:
- uplifting school reports
- love letters
- condolence notes
- poison pen texts
- and the worst, the ‘I’m dumping you’ one
Yet, wasting time writing copy for the sake of filling a web page because your competitor is doing so is pointless.
Instead, talk to your audience about your business or service by crafting compelling copy. Avoid littering your content with jargon unless you are writing for a specific business.
Write as you would talk. Don’t write to impress others or to please yourself.
If you can get your brand fixed in your reader’s mind and make your message memorable, then you are doing something right.
Getting the tone right throughout your content is vital too. How is that done? Consistently writing content which reflects the personality of your brand helps your reader connect with you. That enables them to recognise your brand character and builds value.
Remember, less is more. Writing pages of copy will kill your reader. Break up blocks of text with graphics, videos or screenshots to illustrate your message.
So, whether it is optimised web copy or an explosive feature piece, make it clear, concise and easy to read.
If it is witty and raises a smile, even better. Not all business copy needs to be formal or starchy.
Then there is the secret weapon of copywriting – the strapline.
Simple. Persuasive. Memorable.
We all know them: Think different – Apple. This is one that has stood the test of time.
Whatever you do, write to get your audience’s attention and get them hooked.
You want that phone ringing, emails flooding your inbox and enquiries converting to orders.
After all, powerful copywriting must:
- connect
- communicate
- convert
Let’s face it. People will only remember a brand if you keep coming at them with content that solves their dilemma, is persuasive and gives them the answer to their problem.