Copywriting forms the basis of any ad.
Copy refers to text or words generated by copywriters with the intention of converting or attracting customers.Good quality copy is sharp, easily understood and attractive. While some say that a picture speaks a thousand words, a well-written phrase or tagline is crucial for sealing the deal.Unfortunately, the world of advertising has become inundated with wannabe ad gurus and so-called masters of copywriting. This coupled with the fact that people often underestimate the power of words means that good copy is often sacrificed in the name of cost.Hence this has led to some of the
cringiest copy ever being produced. Hilarious as it may seem, terrible copywriting can be detrimental to your business and hamstring any attempts at converting customers.So, what can you do to avoid becoming another internet meme or failed marketing statistic?Well for starters, you can take a look at our guide to producing razor-sharp copy that sells and converts.
1. Tighten up your copywriting
It can’t be overstated how important it is to keep your copywriting tight. This means avoiding obvious blunders such as spelling and grammatical errors. Also, you’ll do well to remember that your copy should be a pleasure to read. Sudden jarring shifts of tone can really throw off your audience. Something which will surely result in your audience rapidly losing interest.Sentences need to flow from one segment to another and tell a story. This ensures that your message is communicated
clearly and effectively.Read and reread your work repeatedly while also editing along the way. Remember: if it doesn’t sound right in your head, chances are it’ll sound the same to your audience.Tools such as the
Hemingway editor are a free and easy way for even the most novice of writers to tighten up their work.
2. Be open to feedback
One of the biggest pitfalls that can befall a copywriter is a reluctance to accept feedback or criticism. While you may be the foremost expert in all things ad-related, it’s also important to hear what others are saying.After all, a good ad needs to engage and relate with members of the audience. Amazing copy that sails over the heads of its audience is still worthless.Engage with focus groups to determine how your work is able to resonate with them. From here, you’ll be able to make the appropriate changes to your style.While it may be difficult to accept this feedback initially, you’ll be surprised to find out how much more effective your copy becomes.
3. Practice
As the old saying goes, practice makes perfect. To master your craft, you’ll need to put the time and effort into improving yourself. No horse jockey expects to win the Kentucky Derby on their debut and they know that they will need practice before achieving such merits (
click here to know the current odds to the Derby).Whether you’re writing taglines or product descriptions, the more you write, the better you’ll become. With time, you’ll be able to train your mind to effortlessly produce top-quality copy
4. Build quality headlines
The headline is the first thing that your audience reads. If you’re able to secure that, 80 percent of the job is done.In what is considered by most to be the greatest ads of all time, the legendary David Ogilvy tells us this “At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock”.Written simply and direct to the point but loaded with meaning. With just one sentence, we know that the new Rolls Royce is quick, quiet and comfortable.Now that the attention of the audience has been seized, the ad is able to convert a reader into a potential customer. True enough, this Rolls Royce was able to
increase sales in 1958 by up to 50 percent.Top-notch copy represents the culmination of hard work, creativity and a desire for excellence. With the right mindset and plenty of practice, you can draft masterful headlines and compelling copy that sells.-