It’s easy to recognize good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack.
Would you like to know what they are?
Of course you do 🙂
1) It tilts your perspective.
- Sometimes, all a message needs to break through is a slight shift in angle.
- Every story has a myriad of angles — your job as a copywriter is to find the one that resonates.
- The next time you sit down to write, try out this approach:
- Don’t take the topic head on.
- Instead, ask yourself why it matters.
- Each time you write down an answer, challenge yourself to push it further.
- Find the larger story happening behind your message.
2) It finds connections.
- “Creativity is just connecting things. When you ask creative people how they did something they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after awhile.” – Steve Jobs
- What you need to do is to figure out what the connection is between the product and the experience it evokes.
3) It has a stunning lead.
- There’s an adage in copywriting that’s loosely credited to copywriter and business owner Joe Sugarman which roughly states that the purpose of the headline is to get you to read the first line.
- The purpose of the first line is to get you to read the second line and so on.
- In short, if your first line doesn’t enthrall your readers, all is lost.
4) It is born out of listening.
- By understanding your core audience.
- “Humble yourself and truly serve your audience, listen to their needs and desires, listen to the language they use,” he said. “If you listen carefully, your audience can eventually give you everything you need, including much of your copy. Get out of their way.” – Robert Bruce (CopyBlogger)
5) It avoids jargon and hyperbole.
- Groundbreaking. Revolutionary. Business Solutions. Targetable Scale. Ideation. Evidence-based approaches. Industry wide best practices.
- When writers struggle to convey what is truly special about their company, product, or service, they sometimes fall back on jargon or hyperbole to underscore their point.
- The truth is, good copywriting doesn’t need dressing up.
- Good copywriting should speak to the reader in human terms.
6) It cuts out excess.
- Good writing gets to the point.
- This means cutting out excessive phrases and rewording your sentences to be more direct.
- Reduce verb phrases: For instance, turn “The results are suggestive of the fact that” to “The results suggest.”
- Reduce wordy phrases to single words: You can change “in order to” into “to.” Another example: Turn “Due to the fact that” into “because.”
- Avoid vague nouns: Phrases formed around general nouns like “in the area of” or “on the topic of” clutter sentences.
- It is all about making sure every word counts in your writing.
At the end of the day…….Words matter. So, every time you sit down to write an ad, webpage, video script, or other content for your business, you have the opportunity to break through to people. Find those opportunities in your marketing and make sure that you’ve made the most of them.
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To Your Success,