With dwindling attention spans and screens getting smaller, it is definitely a challenge to engage users with content for long. Writing short sales copy, in itself, is a creative ‘task’. When we think of copywriting, we often feel the lesser, the better. This is not untrue, it is difficult to crack a good campaign line which is crisp and concise
For many long form copywriting seems counterintuitive in today’s time. But the truth is that smart copy can win hearts and turn out to be a huge success for the brand. Good copy can help sell the product or service. The art of writing can powerfully persuade people to take action. Depending on where and how many words you choose to write, copywriting can work wonders.
Here are three ways to ace copywriting and an additional secret tip.
Good copy is born out of great insights. We cannot emphasize enough on the importance of well-researched copy. You should have a proper brief of what and for whom you are writing. You must also be aware of the platform and mode of the message that is to be conveyed. Your copy will be different for an emailer, a whatsapp creative, a hoarding and a social media post. The idea could be the same, the audience might change but the copy must be tweaked for each of these communication mediums.
We always hear things like “think out of the box” and “don’t get attached to first thoughts”. Once you crack a good campaign line from a helpful insight, you will know that this is a job well done.
There is nothing wrong in getting inspiration from other competitors. In fact, it is good to keep a tap on how similar brands & businesses are performing. Good research will never go to waste.
The image below is a good example of a copy drawn from a good insight.
Write your heart out & read it thoroughly
When you are brimming with ideas do not stop. Let it all flow on paper or your screen. This is the time you should go with the flow and jot down every thought that comes across as a good line. You never know which line may do the magic.
Do not strike out or incessantly use the backspace button. Let your ideas exist in its raw form. When you write, you must not think of the grammatical mistakes or alignment while writing. Once you have all lines in one place, you can now wear the editor’s hat and make as many changes as required. You can rephrase and tweak it till it feels perfect. Once you make these changes then you can check what fits the best and communicates the message brilliantly.
Don’t shy away from feedback. Constructive feedback makes you a better writer and helps you navigate better. It also helps you speed up and maintain the essence of your copy.
The image below depicts a good copy and smartly communicates the message.
Show, don’t tell
As you keep writing, you feel the creative aspect is not yours to worry about. However, if you start incorporating the design part of it in mind, the creative will turn out to be absolutely spot on!
Let your copy paint an interesting picture in the reader’s mind. In some cases, it should be able to produce powerful imagery. This is how your copy will certainly stand out.
If you are writing about nature, make sure your copy is like a symphony of various aspects of nature. The chirping birds, rustling of trees or the babbling brook, your copy needs to bring alive all these elements.
If it’s about food then all five senses can come into play ( or just tune into one of the episodes of Masterchef Australia). The strong emphasis on the crunchiness of your crispy chicken burger or the aroma of a steamy cup of coffee, should be a complete sensorial experience for the reader.
After all the hard work, make sure you have proof checked your copy. Make sure that it is ‘and’ and not ‘anndd’. Ensure there are no grammatical mistakes and the punctuation marks are correctly placed.
The art of copy check gets better with time, so even if it is tedious, keep at it. This is not when you read between the lines, you have to read each word.
At 3 Dots Design, we strategise, ideate and come up with amazing copy together. We ensure our creatives align with brand values, are creative and conceptualized by the best ones. To know more https://www.3dotsdesign.in/