The phrase “copywriting” can mean different things to different people. To some, it’s the art of selling. To others, it’s the science of persuasion. But for aspiring copywriters, it can mean much more than that.
What does effective copywriting have? Let’s take a quick look.
It Has Structure
The most basic and essential element of any type of writing — be it prose, a press release, or an ad campaign — is structure.
People want to read and absorb information quickly and easily. They don’t have the time to wade through pages of text, buried under piles of unimportant words and fancy sentences. So to create content that will be easy to understand and memorable, you need to make sure that the structure of the writing reflects the logic of the conversation you’re having with the reader.
For example, if you’re writing about car insurance policies, you might start your article with an easy-to-understand breakdown of how car insurance works. You could then proceed to discuss the various options available to consumers, and how these options vary by state. You might even throw in a few tips on how to save money on car insurance without sacrificing coverage.
This might seem like overkill to explain the simplest and most fundamental principle of copywriting. But the fact is, without a solid structure, even the most well-intentioned content can seem dull and unappealing to the reader. Your call-to-action should always be clear and concise, and you should never put off the decision-making process until the very end of the piece. Beginnings that don’t pull the reader into the article are usually a sign of a weak article.
Grammar, Spelling, And Punctuation
Grammar, spelling, and punctuation are all important aspects of effective copywriting, and they’re interrelated. You’ll find that using simple and easy-to-understand language, and avoiding unnecessary and fancy words, will increase the persuasiveness of your writing.
People have a hard time processing complex sentences. To keep your audience interested, you’ll want to minimize the use of complex words and phrases. And whenever possible, you should seek to eliminate the use of punctuation, replacing it with simpler and more effective wording.
Many beginning copywriters make the mistake of overusing exclamation marks, placing them wherever they think might be funny or exciting. While you may find that writing in an entertaining manner can be quite the challenge, using exclamation marks in content can certainly appear over-the-top. And when this happens, your entire piece can come off as too much like a marketing pitch rather than a genuine attempt at entertaining the reader. The fact is, your piece doesn’t need to be funny or exciting to be effective. It just needs to be written in a way that will make the reader willing to absorb the content and act on the information you are providing.
If possible, you should aim to write without any passive verbs: instead of “The house seemed messy,” try using “I noticed that the house was messy” or “The room seemed chaotic, so I put it back in order.” When you use passive verbs, the writer is essentially giving the words and actions of the subject, which in this case would be “the house.” But when you take the active voice, you are implying that you have the power to change or control what is happening. This provides a greater illusion of agency, and makes the reader more engaged with the content.
Visual Appeal
One way people decide what to read and what to discard is based on the visuals associated with the content. If your writing is boring and pedestrian, with no style, color, or imagery, then it’s probably not going to hold the reader’s interest. Just like with any piece of marketing or advertising, you should seek to engage your audience by any means necessary.
Consider the type of content you are creating. Is it a sales piece, an article for the general public, or something in between? Whatever your reason for writing, you want to make sure that the content will appeal to the person reading it. Your call-to-action should always be accompanied by an image that will compel the reader to take action. If possible, you should try to use visuals to help tell your story: if you’re writing about a product you can provide an image of the product, if you’re writing for the general public, you can use a mix of imagery and text to illustrate your points (and save on the amount of paper you’d need if you were simply providing a written piece).
When it comes to marketing and advertising, many businesses and entrepreneurs still treat their websites as if they were brochures or business cards. These days, websites are much more than “web brochures.” They’re tools to engage with customers, provide them with valuable information, and convert them into paying customers. But to do this, the website needs to appeal to the user. This means it needs to be easy-to-use, visually appealing, and filled with valuable information. If you have a large audience, you can leverage your blog to teach and engage your audience. In addition to appealing to the eye, the overall design of your site should reflect the visual style and tone of your content.
Whether you’re a business or brand, a journalist, or an academic, your website needs to reflect your brand. And remember, your brand is more than just your logo or name: it’s everything about you and your business, including your voice, your style, and your approach to doing business. To create a solid brand, you need to take the time to find your unique selling proposition (USP): what makes your product or service different from that of your competitors?
Entertainment
No one wants to read a boring or plain-spoken article, especially when they expected something exciting or amusing. To keep your audience engaged, you should look for ways to entertain them. This could be through language, through illustrations or photos, or through a combination of both.
If you’re writing for the public, you might want to consider using the “Punchline” technique: create a funny or entertaining anecdote to accompany your call-to-action, and weave it into the body of your text. When you use this technique, you’re not asking the reader to take an action (i.e., buy a product or service), you’re asking them to simply laugh or smile at the odd little story you’ve told them. This technique can be quite effective, as long as you use it appropriately. If you go too “light” on the jokes, or tell them too often, your readers will begin to feel like you’re being manipulative.
On the other hand, using vivid and colorful language can certainly help, as long as you know how to use it correctly. Even academic content can often benefit from a healthy dose of humor: after all, nobody likes to read an article about philosophy and ethics that is completely devoid of any wit or humor.
Citation
In case you were wondering, a citation is when you pull information, either in the body of your text or in an attached document, and link to it. When you use citations, you’re telling the reader that you’ve found information valuable enough to warrant inclusion in your text, and that you couldn’t have gone into detail about your subject matter without including this reference.
For example, if you’re writing an article about the history of modern art, you might look into including a number of significant works by leading artists, along with a short description of what the piece is. At the end of the piece, you could include a citation of where you found this information. In this way, you’re not only providing a clear call-to-action (i.e., “read more”), but you’re also giving the reader credit for being intelligent enough to seek out this information independently. You’re also demonstrating that you’ve done your research, and know your subject matter inside and out. By citing your sources, you’re also showing that you’ve acquired a certain level of expertise that makes you an authority in your area of study.