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tagged copywritingtips

What makes great copy? ✍⠀

First up, rule #1 and the bedrock of great copywriting: don’t tell your customers how great you are, tell them what you’ll do for them.⠀

Because as consumers that’s ultimately what we care about, right? How a product or service will add value to our lives. ⠀

Sofa? Sell the ultimate night in, not the sprung seating. ⠀

Bed? Sell sweet dreams, not the memory foam mattress. 🛌⠀

Talk about the things your customers care about – what goes on in their day-to-day lives, their pain points, their hopes and dreams – and you’re on to a winner. ⠀

I don’t actually mean the best copy is the copy written in the smallest font, of course.

I mean the best kind of copy is the copy that doesn’t draw attention to itself. ⠀ ⠀

The kind of copy you don’t even realise you’re reading until you’ve read it. ⠀ ⠀

The kind of copy that lets the story you’re telling, breeeeeath, rather than suffocating it under a tonne of long words and sub-clauses.⠀ ⠀

My advice is: keep your sentences short and your words simple – just like you do when you’re having a chat with someone in real life.⠀ ⠀

Because a reader can spot a writer who’s trying to show off from a mile away – and that’s not good copy because it’s taken the reader out of the story.⠀ ⠀

Same rules apply, whether you’re writing ad copy, product descriptions, a newsletter or a novel.

We’ve all been there, wanting to impress our reader with our favourite new long word, finding excuses to shorhorn it into our copy – but I’ve learnt from experience that actually, keeping it short, is keeping it sweet!