Writing Gosh Darn Good Copy
Making Gosh Darn Good Copy
“Writing effective copy is both an art and a science”……..says Demian Farnworth of Copyblogger.
It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge.
It’s a science, because it exists in the world of tests, trial and failure, improvement, breakthroughs, education and predictability…..It’s how you know if your content marketing is working.
Here Are Demian Farnworth’s 10 Ways To Write Damn Good Copy
1. Plain copy
- The most basic approach to writing good copy is to simply introduce the product without gimmick or style.
- It’s a simple presentation of the facts and benefits.
2. Storytelling copy
- We like hearing about people — especially interesting people.
- People who’ve suffered challenges we can relate to, and can tell us how they overcame those challenges.
- Your story doesn’t have to be dramatic.
- It just has to be interesting to your target audience.
3. Conversational copy
- In this style of copy, you write as if there is a conversation between two people: the copywriter and the prospect.
- It’s a straightforward approach that tries to identify with the reader.
- Keep in mind that you don’t have to be a polished copywriter to create effective conversational copy.
- Often the sheer passion for what you’re trying to promote breathes off the page.
4. John Lennon copy
- When John Lennon asked us to imagine there was no heaven or hell, no countries, religion or war, he was using an effective tool of persuasion: imaginative copy.
- Imaginative good copy typically begins with words like “imagine,” “close your eyes,” “pretend for a moment,” “discover,” or “picture this”.
5. Long copy
- The fundamental premise behind long copy is “The more you tell, the more you sell.”
- Ads that are long on facts and benefits will convert well.
- Unlike a face-to-face conversation with a salesperson, a written ad has only one chance to convert a reader.
- If you get in front of the reader, you’ve got to lay it all out on the table.
6. Killer poet copy
- Killer poet copy sees writing as a means to an end (making a sale), and the ad as an end in itself (beautiful design and moving story).
- In other words, the killer poet combines style with selling.
- Creativity with marketing.
- Story with solution.
7. Direct-from-CEO copy
- It’s equally effective to position your selling argument as a direct communication between the company founder and his or her customer.
- This down-to-earth approach levels the playing field.
- It telegraphs to the customer, “See, the CEO isn’t some cold and remote figurehead interested in profit only. He’s approachable and friendly. He cares about us.”
8. Frank copy
- This approach doesn’t start with the jewels of your goods — it’s going to start with the warts.
- When you are honest and transparent about product weaknesses, the customer trusts you.
- When the reader trusts you, they will be considerably more likely to believe you when you point out the good qualities of your product.
9. Superlative copy
- There are also times when you can make outlandish claims.
- But you can only make extraordinary claims when you have the proof to back it up.
- The evidence can be in statistics, testimonials, or research — or preferably all three.
- The problem with superlative copy is that it’s often hard to make outlandish claims and not sound like you are hyping it up — so use this type of copy sparingly.
10. Rejection copy
- Rejection copy turns conventional wisdom on its head. and tries to discourage people from being interested in your product.
- This type of copy is a direct challenge to the reader that leverages the velvet rope approach — the idea that only an exclusive set of people are invited to use a product.
- This approach also keys into our sense of wanting to belong.
- It generates that curiosity itch and activates our pride.
- We think, “How dare they say I might not be good enough to get into their club? I’ll show them.”
In the end, good copy often combines several of these techniques into one ad.
If you enjoyed this post from Demian Farnworth Chief Copywriter for Copyblogger Media, and found TONS OF VALUE, please take a moment and share with all who you feel would benefit from knowing this information….Thank You!
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To Your Success,