How To Write Better Copy (How To

1. Effective copy grabs attention, engages readers, and drives action

We pluck the lemons; you get the plums.

Effective copy is purposeful. It aims to cut through the noise of thousands of marketing messages bombarding consumers daily. By focusing on the reader's self-interest, effective copy achieves three crucial goals:

1. Grabbing attention
2. Engaging the reader
3. Driving desired action

To accomplish this, writers must:

• Understand their audience's needs and challenges
• Offer clear, relevant solutions
• Use compelling language and storytelling techniques
• Present information in an easily digestible format

Remember, your copy is competing not just with other advertisements, but with all forms of content vying for your reader's limited attention.

2. Understand your target audience and their problems

Readers become engaged with what you have written when they can see themselves in the story you are telling.

Know your prospect intimately. Effective copywriting starts with a deep understanding of your target audience. This involves:

• Studying demographic and psychographic data
• Analyzing customer reviews and feedback
• Listening to sales team insights
• Conducting qualitative research (with caution)

Don't just focus on surface-level characteristics. Dive deep into:

• Their fears and aspirations
• Daily challenges and pain points
• Decision-making processes
• Objections and hesitations

By truly understanding your audience, you can craft messages that resonate on an emotional level and address their specific needs and desires.

3. Craft a compelling problem-solution dynamic

If you don't want offices in la-la land, you need to accept that your copy is an exercise in competitive persuasion.

Frame your offer as a solution. The problem-solution dynamic is the backbone of effective copywriting. To create this:

1. Clearly identify the problem your target audience faces
2. Present your product or service as the ideal solution
3. Demonstrate how your solution solves the problem better than alternatives

Use this framework to:

• Create a sense of urgency
• Highlight the unique value of your offering
• Address potential objections preemptively

Remember, your goal is to show readers how your solution can improve their lives or solve a pressing issue they're facing.

4. Write attention-grabbing headlines using relevant abruption

I wish my son had cancer.

Disrupt expectations strategically. Relevant abruption is a powerful technique for crafting headlines that demand attention. It involves:

1. Creating a sudden, unexpected impact
2. Tying that impact directly to your product's benefit

Effective headlines using relevant abruption:

• Arouse curiosity
• Provoke emotion
• Challenge assumptions
• Offer news or novelty

However, use this technique carefully. Ensure your headline:

• Remains relevant to your message
• Doesn't mislead or offend your audience
• Delivers on its promise in the body copy

Remember, your goal is to intrigue readers enough to continue reading, not simply shock them.

5. Structure your copy using the AIDCA framework

Use just enough string to wrap the parcel.

Guide readers systematically. The AIDCA framework provides a proven structure for persuasive copy:

1. Attention: Grab the reader's interest
2. Interest: Build engagement with relevant information
3. Desire: Create a strong want for your offering
4. Conviction: Provide proof and overcome objections
5. Action: Clearly state what you want the reader to do

This framework helps you:

• Maintain focus throughout your copy
• Address different stages of the decision-making process
• Lead readers logically towards your desired outcome

Adapt the length and depth of each section based on your specific offering and audience needs. Remember, effective copy uses "just enough" content to persuade without overwhelming the reader.

6. Write conversationally and use active voice

Write with a specific person in mind. When writing Berkshire Hathaway's annual report, I pretend that I am talking to my sisters.

Speak to your reader naturally. Writing conversationally makes your copy more engaging and easier to understand. To achieve this:

1. Write as you speak (when concentrating on the conversation)
2. Use simple, familiar words
3. Employ active voice instead of passive
4. Address the reader directly using "you"

Benefits of conversational writing:

• Builds rapport with the reader
• Enhances clarity and comprehension
• Makes complex ideas more accessible
• Increases the likelihood of continued reading

Avoid jargon, overly formal language, and complex sentence structures. Imagine you're explaining your message to a friend or family member.

7. Edit ruthlessly and seek honest feedback

If you don't correct your mistakes, no one else will.

Refine relentlessly. The key to great copy lies in rigorous editing and objective feedback. Follow these steps:

1. Let your first draft rest before editing
2. Read your copy aloud to catch awkward phrasing
3. Cut unnecessary words, aiming for 25% reduction
4. Seek honest feedback from respected colleagues

During editing, focus on:

• Clarity of message
• Logical flow of ideas
• Engaging language and phrasing
• Grammatical accuracy

Remember, even experienced writers produce rough first drafts. The magic happens in the revision process. Be open to constructive criticism and willing to make significant changes to improve your copy.

8. Format your copy for maximum readability

If you care about being thought credible and intelligent, do not use complex language where simpler language will do.

Design for easy consumption. How you present your copy is as important as its content. To enhance readability:

1. Use clear, descriptive headlines and subheads
2. Break text into short paragraphs (2-3 sentences)
3. Utilize bullet points and numbered lists
4. Include ample white space

Additional formatting tips:

• Choose easy-to-read fonts (serif for print, sans-serif for digital)
• Use appropriate font sizes (11-12 point for body text)
• Avoid all-caps and excessive bolding or italics
• Ensure high contrast between text and background

Remember, your goal is to make your copy as effortless to read as possible. A well-formatted piece invites readers in and keeps them engaged throughout.

Last updated: August 12, 2024