Copywriting is arguably one of the most important aspects of marketing and advertising. It involves creating compelling text, either written or spoken, designed to get people to take some kind of action. It’s basically a call to action but on a much larger scale.
The job of a copywriter is to get people to feel, think or respond, and ideally, get people to research the brand that they are writing about. Whether that’s online or through word of mouth.
The fact is that copywriters, unlike content writers, don’t have the luxury of writing long explanations and wordy blog posts like this one. They only have a few words in which to make a strong case.
But keeping things short and sweet isn’t the only mark of a good copywriter, there’s a whole lot more to it, as you’ll learn below.
The 5 traits of good copywriting
1. Cultivate a fresh perspective
Sometimes all messages need is the ability to approach them from a fresh perspective. People have become so accustomed to blocking out marketing messages that they don’t even seem to see them anymore. One of the most disruptive things a copywriter can do is jolt the reader out of the everyday mundane by using an unexpected approach. Every brand has an infinite number of angles and it’s the job of a copywriter to find one that resonates with the audience.
When copywriters write about topics, they ideally start the process off by asking themselves why the topic matters. They then go on to write down some answers and challenge themselves to find the bigger narrative behind their message.
2. Find connections
As the late Steve Jobs once said: “Creativity is just connecting things. When you ask creative people how they did something they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while.”
So let’s say that a copywriter is tasked with writing an ad for a new winter jacket that’s just been released on the market. They could focus solely on its functionality and how the jacket acts as a windbreaker and an insulator at the same time, or they could come at it from a different angle and draw the connection between the product and the experience it evokes. For example, alluding to the idea that the jacket does much more than protect, it fuels the wearer’s hunger for adventure!
3. Write catchy headlines
There is a saying in the advertising world, taken from copywriter and business owner Joe Sugarman’s book called Advertising Secrets of the Written Word, that states that the sole purpose of the first sentence in an advertisement is to get you to read the second sentence of the copy. Basically, the first sentence/headline needs to encourage people to keep reading. Grab their attention and set the stage for what’s to come. If your first line fails to enthral the reader the rest is all in vain.
4. Listen to what people are saying
Making an effort to understand your core audience before writing an ad to launch a new product or service is crucial. A great example of a company who did just that is a gym named GymIt. GymIt had plans to expand and launch another gym in a new region but observed that the market was already flooded there.
This new region, complete with luxury gyms offering massage services, smoothie bars, and a whole host of personal trainers proved quite competitive. But the one thing that GymIt had on its side was an understanding of its core audience.
Before the launch, GymIt decided to do some listening and focused on its primary target market of gym goers. They soon learned that for many, the added benefits and luxury offered by other gyms in the area were seen as over the top. They also learned that these luxurious gyms came with expensive rates and overly complex contracts. As a result, GymIt decided to simplify the gym-going experience for gym-goers whose main focus was just to work out. And the copy in their advertising clearly reflects that.
Image source: Behance
5. Avoid jargon and hyperbole
Sometimes copywriters struggle to easily describe what is special about a particular brand or business and as a result, fall back on jargon or hyperbole to make their point. But the truth is, great writing doesn’t need to rely on those things. It should speak to its readers in simple, clear human terms.
That’s not to say that writers should never celebrate accolades or achievements, just that they shouldn’t dress it up. One of the most common copywriting mistakes that writers make is to use jargon and hyperbole that the audience may not understand or relate to.
Conclusion
Words matter. Every time you sit down as a copywriter to write something, whether it be an ad, web page, social media post or any other form of content, you are afforded the golden opportunity to speak to people in a meaningful way. So don’t waste those opportunities, rather seek them out in whatever you write and make sure you make the most of them every single time.
