I have been a copywriter for 10 years and I still find it astonishing how much new copy I learn about every day. I often get inspired by watching TV shows or reading books and then I will learn something new that will help me do my job better. Although there are some fundamental rules you need to learn in order to be a successful copywriter, at the end of the day, it is all about breaking down the language barriers so that you can become more creative and efficient with your writing.
The ABCs of Copywriting
The most basic rule you need to learn about copywriting is the acronym, “A B C”. These are the three different types of copy you will always find when you are writing an article or press release. The first type is the abstract, the second is the appeal and the third is the conclusion. Having these three parts to your writing can make all the difference in your success as a copywriter. People have this notion that you just throw sentences at the wall and magically know what will stick. Sadly, that is not how it works. You have to learn to plan and structure your sentences in such a way that each part supports the other two and keeps the reader interested.
The Appeal
An appeal is just what it sounds like; the appeal of your article. Why should someone read your article when there are thousand others just like it? The appeal is your chance to stand out among the masses and convince the reader that they should care about what you have to say. It is usually the first part of your article and it sets the tone for the entire piece. Some of the key tactics you can use to grab the attention of your reader is to utilize headlines that are both intriguing and concise. You want your headline to be a short, punchy sentence that both draws and retains the attention of the reader while still being intriguing enough to make them click on your story to find out more.
The Conclusion
Every piece of content needs a conclusion. Although you may think that your article is at an end once you hit “send”, in reality, your article is likely to be picked up by another publication in need of a lead story and this is where your conclusion comes in. The conclusion is a section that ties up the loose ends of your article and provides some additional supporting information. Think of it as the icing on the cake. You want to leave the reader with a smile on their face and a warm feeling of contentment that you have given them good value for their time and that you have done your job well.
How to Write an Effective Headline
An effective headline is vital to the success of your article. Just like the appeal of your article, your headline is your chance to grab the attention of the reader and persuade them to click on your article. However, instead of getting a thousand other articles to compete with, you have one singular article to beat out the rest. Your headline is the first line of your article, the line that will catch the eye and invite the reader in.
You should write the headline for your article several weeks in advance, in case you change it at the last minute. That way, you can make sure that everything fits perfectly and that you have not wasted any time.
Here are some tips to writing an effective headline:
- Keep it short and sweet. The better your headline, the shorter it will be.
- Make it actionable. Tell the reader exactly what they will get from your article.
- Include a call to action. What do you want the reader to do after they read your headline?
- Avoid overly used words. Try to use a language the average person understands.
- Never use a colon, semi-colon or exclamation point in the headline. Just like with the rest of your article, use these words to strengthen your argument, not to show emotion.
- Personalize. Treat the reader like they are a person and not a group of eyes on the screen.
How to Write an Effective Metaphor Or Simile
An effective metaphor or simile is a comparison that makes the process or the subject of your article or news story more tangible to the reader. You are trying to make the reader visualize your subject and create an image in their head, so you can persuade them to accept your point of view. To do this, you will need to choose an object that is directly related to your subject and then find a way to compare it to your subject.
Some examples of metaphors and similes:
- “The cloud has a silver lining”- Since the cloud is already a commonly used metaphor for uncertainty, comparing it to silver is already making the metaphor more effective.
- “Picture a sunset by the ocean”- When you combine the image of a sunset by the ocean with the commonly used metaphor of “a peaceful setting by the seaside”, you have effectively invited the reader to create an image in their head of a sunset by the ocean.
- “This dress looks like a nightgown”- When you compare a dress to a nightgown, you are creating a parallel between the two and comparing the former to the latter, making the metaphor more effective.
- “Silence is golden”- There is already an effective proverb relating to silence, which you can use: “Silence is golden. Never talk about politics or religion.” By comparing silence to golden, you are creating a metaphor for valuable information that should not be shared.
- “This gift will be the best present for your loved ones”- For those who argue that metaphors and similes are simply figures of speech, consider this: Would you rather give your loved ones a figurine or a bag crammed with useful and thoughtful presents?
How to Write Creative Opinions
Whether you agree or disagree with the opinions expressed in an article, you should be able to write a persuasive essay on the subject. If you have a strong opinion about a certain topic, you should be able to express that opinion in a way that will make the reader agree or disagree with you. If your writing is highly persuasive, your editor may ask you to write an opinion piece on a subject you are otherwise unfamiliar with.
Here are some tips on how to write creative opinions: