What you say – and how you say it – really matters!

The effectiveness of your marketing campaigns can be made or broken by the quality of the copy you use… whether you write it yourself or employ a professional.

It’s harder than you might think, but if you are going to try your hand at copywriting, follow these 12 steps to help you create great copy which gets you results!

Audience

1. Know your audience – what are they passionate about? What job do they do? Where do they live? What do they NEED? The more targeted your copy is the more relevant and salient it will be to them. And don’t base this on assumptions. Regular customer research is vital in helping you understand your customers’ wants and needs.

Structure

2. Create a catchy headline –use numbers, interesting adjectives, trigger words such as “what” and “how”; even promise something… for example: “How you can become an accomplished copywriter in 24 Hours”.
3. Keep copy clean and concise. Use regular hard returns – give your words space to breathe. White space makes copy appear less intimidating and easier to read.
4. Use bullet points, sub titles and bold text to emphasise key points or paragraphs.

Language

5. Tone is key. Talk to them in the second person – “you”, “your”, rather than “they”, “theirs”. They then interpret your message as though it’s directed right at them personally, which resonates harder.
6. And be positive. Avoid words like “should”, “could”, “perhaps” and “may”.
7. Write in the present tense, not the past.
8. Mind your adverbs – keep it punchy. If you want your writing to grab people, replace that adverb-verb combo with a single punchy verb. For example, instead of “she’s very mad” you could say “she’s furious”; or “adverbs are very, very good at weakening your writing” could become “adverbs sabotage compelling sentences.”
9. Use the word ‘because’. “Because” is another trigger word. It lets people know they’re about to hear a justification – a reason why (“Which is why” is another good one too!)

State your features and benefits

10. What’s your USP? Why should they buy from you? Make your call to action clear, concise, compelling and easy to spot.

Review it

11. Check, check and check again –check your spelling and grammar – read it aloud, or ask somebody to read it back to you.
12. Take your first draft, and then reduce it down by half – aiming for concise, whilst retaining all your key points.

Great copywriting is a skill; it will take time to learn; the techniques are different for different platforms… and they’re evolving all the time too, just to add more complications!

The psychology of copy and how to make it deliver the results you need is a complex subject; but keeping these tips in mind will help you improve your copy, making it easier for readers to understand and respond to your campaigns.

And of course, at Juicy we live for words! We love writing fabulous copy for our clients – brochures, websites, training programmes, scripts, webinars, brochures….you name it, our experts can write it… and make it compelling for your customers too!

Check out some recent examples:

So if you find the words just aren’t flowing like you need them to, simply give us a call or drop us an email: we’re always here to help.

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