Much as copywriting is a fine art, the logic behind it is pretty straightforward.
Yep - that’s right. Once you nail some of the basic concepts and formulas, your whole copywriting process will be easy breezy. To get you started on your journey, here are five top tips the Trufflers follow to make sure their copy is in tip-top shape, every time.
Ditch the fluff. Get right to the point.
Remember, you’re not writing an essay, an article or a novel. People reading your copy likely aren’t going to be in for the long haul - if you dance around the point and waffle on incessantly, there’s nothing stopping them from moving on. Give them what they want, and they’re more likely to be interested in what else you have to say.
Start with a good hook.
We’re living in the age of social media. People’s attention spans are dwindling by the day, which means you need to capture your readers’ attention FAST.
The best way to go about thinking up a hook is to analyse what captures your attention during your daily scrolling. Take the most interesting or alluring part of your point and write it in a short, snappy way that invites questions, thereby encouraging people to keep reading.
The only caveat to bear in mind here is that there is a fine line between a good hook and clickbaiting. Remember, you’re trying to create a relationship of trust with your readers. You’re pretty unlikely to succeed in this endeavour if your readers feel tricked or deceived.
Don’t underestimate the power of the word ‘you’.
The purpose of marketing is to get through to your audience. If you want to connect with people, the logical thing to do is to speak directly to them. Addressing your reader directly in your title or hook is an effective way to capture their attention and create a more personal reading experience for them.
At the end of the day, we’re self-centred creatures. Generally speaking, people will care a lot more about things if they directly concern themselves. Capitalise on that! Give them something to care about by making it about them.
This is potentially one of the biggest misconceptions about the professional writing world in general. Copywriting addresses the average person. The average reading age for the UK is 9 years old. Therefore, making your copy as simple and clear as possible will bridge the communication gap and prevent your audience from feeling alienated. Ditch the embellishments and keep it straightforward!
People trust numbers over vague statements. Being as specific as possible, particularly in your titles and hooks, is an incredibly effective way of not only enticing your readers but also validating your point. It never hurts to sprinkle in a few statistics here and there to emphasise and back up your statements. This will likely make much more of an impact than exaggerated assertions.
These are just a few tricks of the trade that we have found particularly effective with our clients over the years. Copywriters of the world, what are your go-to hacks for making your copy as impactful as possible? Reach out to us via our social media to let us know!