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What work would you do if money was no object? 👩🍳 👨🚒 👩🎨
A good copy structure lets your argument unfold in the reader's mind in a clear, logical way. It also makes the reader's experience easier and more enjoyable, so they're more likely to remember your message and act on it.
In problem/solution copy, it can be worth 'poking the problem'. Before you offer to solve it, spend some time making the problem sound really bad, pointing out deeper implications or the risks of not solving it.
Copywriting is really copy*thinking*. The actual writing is just capturing the results of that process.
Companies sometimes emphasise the unique points of their products even though they don't particularly help their customers. Make sure a USP justifies its place with true benefits.
People may never express the emotions that make them buy a product. They'll give a rational answer if you ask them, but it may not be true. So it's important to consider what they do, as well as what they say.
We listen to the views of people we like. That's why we're far more likely to follow product recommendations from our friends or family. It's also why we react against pushy, obnoxious salespeople, even if they're offering us some benefit.
The concept of cognitive fluency means we find familiar things easier to understand. So if you want to strike a comforting or reassuring tone, you probably don't want to use adventurous language.
Use the principle of scarcity by positioning the product as scarce in one or more dimensions: time (offer closes soon), quantity (only a few available), competition (get there first), exclusivity or invitation (just for you).
Tone of voice isn't fiction. It needs to reflect the experience readers will actually have when they buy and use a product, or work with a company. Otherwise it simply won't ring true.
Headlines set the tone for the rest of the copy. If your headline is jokey, or dark, or businesslike, that suggests that whatever follows will carry on in the same style. So you're not only telling the reader what you're going to say, but how you're going to say it too.
Anaïs Nin said, 'We do not see things as they are, we see them as we are.' You can present all the objective facts and rational arguments you want, but if what you say goes against your reader's beliefs, they're unlikely to listen.
I believe in you.🔥 Whatever you're feeling right now. Whatever you're set out to accomplish or do today, just know, you can do it. It doesn't matter what other people say about you. It doesn't matter what kind of family you came from. It doesn't matter how much money
Setting the brief is about convergent thinking: making either/or decisions to home in on a clear and simple plan. Once the brief is decided, you move on to divergent thinking: exploring the many different ways to answer the brief and write your copy.
Copywriting is writing with a job to do. And when it comes to being creative, your job has three parts: to dramatise benefits, answer the brief and sell the product.
You don’t always need to plan. Sometimes you just need to breathe, trust, let go, and see what happens. - Mandy Hale
Copywriting is like a bridge. On one side is the person who will read your copy. On the other side is you, along with whatever you're selling. Your job is to get the reader to cross the bridge and give it a try.
When readers come to a piece of copy for the first time, they're thinking, 'What's in this for me?' – not the product, but just reading the ad. So your headline is the 'ad for the ad', in the same way as a cover is the ad for a book.
One of the great things about being a copywriter is being able go for a walk or a coffee or a pint or a bit of dinner or a lie down and still be working. Cos it's all about the ideas, innit? If we're thinking, we're working.
To have good ideas, you need to gather lots of information, 'chew it over' and let your subconscious mind make new connections.
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