Anyone can write copy. Throw in a few words like “limited”, “custom business solutions”, and “exclusive” and you’re already halfway there.
But writing copy in the same way everyone else does isn’t going to inspire your audience to read more, share your content, or even remember it. Your copy needs to be unique, fresh, and inspiring.
It’s sort of like cooking a meal. Expert copy always includes a dash of conversational tone, a pinch of personality, and a splash of value. Without those “spices”, your copy will be bland.
That’s why today, I’ve pulled together five secrets to help you start crafting expert copy. If you can start adding in these elements to your next blog post, ad campaign, or website feature, you’ll notice some dramatic results.
1. Showcase Your Sense of Humor
When writing sales copy, you should be writing to one niche audience–not casting a wide net in hopes of reaching every possible client. Within that niche, your community has some shared qualities–and one of them might be your sense of humor. By adding in pop culture references, making a pun, or getting your audience to chuckle, you can start to break down the barriers that keep people from letting marketing copy enter their minds.
2. Stick with a Unified Voice
An easy way to throw your audience for a loop is to be all over the place with your copywriting voice. If your tone is engaging and relaxed on social media, but extremely formal and cold on your website and marketing materials, it appears that your brand doesn’t really know who it is. Keep your writing voice consistent across all platforms and present a unified front.
3. Don’t be Afraid to be Different
How many websites have you visited where the home page uses the exact same words but in different arrangements? I can think of about 10 off the top of my head. If you want to stand out, try something new. For example, instead of giving a standard “About Us” biography section for your organization, try presenting it in a narrative format instead. Tell the story of how your company got started and built up a history instead of using the monotonous book report style.
4. Give Readers a Reason to Read
Every time you write copy, you should have a goal in mind. Whether it’s encouraging someone to try a new product, educating with insightful material, or just relationship-building, build your copy around that goal. For example, imagine you’re promoting a limited release edition of perfume. When you write your copy, you should be using words that compel the reader to buy the product–and buy it now.
5. Address a Pain Point
Much in the same vein as #4, your readers are looking for value in your copy. One way to do that is by addressing a pain point with your copy. If you’re selling an orthopedic shoe, for example, your copy could focus on how that amazing shoe solves all of the (quite literal, in this instance) pain points caused by other shoes. List the benefits, showcase how the product solves the user’s problems, and give readers a real reason to buy.
This is just the tip of the iceberg when it comes to writing great copy, but if you start here, you’ll start to see more ways you can use your words to influence your audience. The bottom line: great copy shines. Make every word count and start writing copy with a strong, defined purpose.
About the Author
Kaleigh Moore is the Founder of Lumen, a social media, copywriting, and design firm. You can find her on Twitter or Facebook.
