Have you ever been on the other side of the counter and thought to yourself, “I really wish they’d stop coming in and ordering all these small things. It’s really taking the cake.” You probably have. After all, who wants to spend all day serving small orders when you could be doing something more fun?
It’s happened to us a few times. We’re a small fish in a small pond, doing our thing and serving the local community. But it’s also happened that a big fish has swum in our pond and eaten some of our customers. One day, we get a call from a food delivery service explaining that a couple of their trucks have just driven off without paying. Their loss is our gain, right?
It’s happened. We won’t name names, but it’s happened. A couple of times, in fact.
So, in order to avoid this sort of thing from happening again, we have to ask ourselves: Is there any way we can shock our customers with our copywriting?
What do I mean by that?
I mean we have to write persuasive copy that will make our customers sit up and take notice. Maybe that means we need to find a way to stand out from our competitors. Or, maybe it means we need to find a new approach to reaching our audience. In either case, we have to be brave enough to try something new.
Here are some tips for giving your copywriting the shock of a new approach:
Make It Compelling
One of the easiest ways to shock your customers is to make your copy compelling. That means using language that will draw them in and keep them reading. You want to make sure your writing style and language are suitable for a wide audience. However, you also want to avoid using words and phrases that are overused or meaningless. For example, we could all use the words “the best” a lot. But it doesn’t mean much. What does it take to be the best? Be specific. Say what you mean. And mean what you say.
Use Statistics
If you’re writing for a business audience, you can assume they’re pretty familiar with statistics. It’s not always easy learning, but you get used to it. It’s like cooking. You learn how to make a particular recipe, and then, all of a sudden, you discover a new ingredient that can make it better. The same goes for numbers. You may know that a majority of your customers come from Google searches. You can use that fact to your advantage by including relevant statistics in your article.
For example, let’s say you are writing about the best vitamins for hair growth. You might begin your article with:
“Hair loss is a very common problem among men and women alike. According to the American Hair Loss Association, over 40 million Americans have some type of hair loss problem. This includes both men and women, with the majority of sufferers being over the age of 40. The good news is that there are various proven solutions to this problem. One of the best and most affordable options is vitamin E.”
In this case, the statistics about hair loss and vitamin E prove that your article will be both relevant and compelling. You’ve established your credibility with the reader and given them a good reason to continue reading your article. Of course, the key is being able to prove the point you’re making. You can’t just make bold claims about something you don’t know much about. It’s fine to say you’re an expert in your field, but it takes specific examples to prove it.
Avoid Common Phrases
“Common phrases” are words and phrases that are overused and don’t necessarily mean anything. You’ll see these all the time in print and on the internet. They’re often followed by a colon, like this: “common phrases”:
That’s just bad copy. Avoid using these words and phrases. They might make sense in your head, but they won’t necessarily translate to a meaningful and compelling piece.
Use Action Verbs
Action verbs are words that reflect actions, states, or occurrences. For example, “She threw a fit.” Action verbs make your writing more compelling because they establish a clear action that the reader can relate to. So, instead of writing:
“The patient lay in bed, quietly crying.”
You can write:
“The patient lay in bed, angrily crying.”
The same goes for headlines. You want your readers to take some kind of action. Maybe they’ll call your business or a business like yours. Maybe they’ll click a link or button to find out more about the product you’re promoting. Whatever the case may be, you want to write a headline that will draw them in and make them take some kind of action. The best headlines begin with an action verb.
Avoiding Tricky Words
Certain words and phrases are inherently tricky to write around. You might use these words and phrases in your everyday speech, but you don’t want to use them in your copy unless you’re absolutely sure that you can explain their meaning. Some examples of tricky words and phrases are:
- organic
- affordable
- free-range
- gluten-free
- cage-free
- vitamin C
- all natural
- vegan
- sustainable
You’re better off avoiding these words and phrases. Not only is it difficult to write compelling content using these words, but you might also run into difficulties when speaking with customers or prospective customers. Knowing when to use which one is key to avoiding any confusion. And remember: you can always explain what a word or phrase means. Just know that there are times when you shouldn’t use them, and you need to be careful if you do.
Find The Right Balance
One of the best copywriters I know always says this about writing compelling content: find the right balance between being too scientific and being too fluffy. You don’t want to trick your reader or make them think something is more complicated than it actually is. This is why you need to find that balance. Sometimes you need to back up a bit and use more common phrases or even simple words. This way, you’re not coming off too much like a doctor giving medical advice. Especially since, well, you aren’t. You’re writing for entertainment purposes. But, at the same time, you want to use specific terms that will make your writing more compelling. This is why good writers fall back on statistical data and examples from their own life. It makes everything easier to understand. You’ll know what you’re talking about and your audience will appreciate your expertise. This is why you want to make sure your statistics are relevant to your argument and that you don’t just use them to make your point.
And remember: don’t be afraid to write in a way that will make your customers feel reassured. In case you’re wondering, doctors aren’t generally encouraged to use jargon or complicated scientific terms when explaining things to patients. So, if you’re looking for a different kind of writing experience, copywriting might be a good fit. And if it doesn’t feel right to you, there are plenty of other areas you can write in. Just don’t be afraid to experiment with different styles and see what works best for you.