Great copy is the secret sauce of great communication campaigns. Whether you are an advertising copywriter or a journalist or a copywriter for websites, great copywriting is a skill you cannot do without. It gives form and meaning to the message you want to communicate to a target audience. Let’s dig a little deeper into six ways you can write a great copy.
1. Write Simple Copy
Avoid superlative claims in your copy. Treat your readers as intelligent beings as they often see through high-flying claims made by brands. So, write as simply as possible to convey your message. Stylized writing, full of gimmicks, or loaded words won’t work in copywriting. Readers are interested to know only the facts. Focus on the benefits of the product or service.
2. Choose Easy-to-Understand Words
Replace complicated words with simpler versions. If readers have to Google the meaning of words in a copy, you can expect them to not read at all. Besides, tough words distract readers from the message you want to communicate. Choose the simplest words to convey what you want to say. As exceptions are always there, you may use popular accepted acronyms, slang, and brevity when writing copy for Twitter for example.
3. Write Goal-Oriented Copy
Be very clear about why you are writing the copy. If you want your readers to take some action, mention that clearly. Do you want them to visit the landing page of a website or subscribe to a newsletter? Do not lose focus of your goals when writing the copy.</p>
4. Play on FOMO
FOMO or the fear of missing out is a big motivator for people to buy or subscribe to a product or service. Play around with this human emotion in your copy through interesting deals to encourage sales or subscriptions. Have you noticed how countdown timers on e-commerce websites help increase sales? Infusing a little sense of urgency will work wonders for your copy.
5. Help Them Visualize
A great copy helps readers to visualize the ideas conveyed. A famous example is the copy for Rolls-Royce that David Ogilvy wrote in 1958: “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.” This copy makes the reader feel the speed of a car at 60 miles per hour. You can actually hear the occasional tick of an electric clock at the back of your head when reading the copy.
6. Write Naturally
Whether you are a copywriter or a blogger, writing in a natural way, helps you quickly connect with your audience. The target audience should be familiar with the words you use in the copy. Don’t sound like a robot. Your genuine interest in helping the reader with information or product knowledge should reflect in your copywriting.
Interested to learn more about advertising and how great ads are created?
If you want to learn more about advertising and copywriting, check out the courses at Unitedworld School Of Liberal Arts & Mass Communication (USLM). As one of the AICTE approved colleges, we offer comprehensive and well-planned courses both for Liberal Arts and Mass Communications.
