Who says that writers don’t know science? Writing is a science! If it weren’t, then anything that was ever written for marketing or advertising purposes would do its job and make you fast cash.
Know your audience.
The more you know, the better targeted and relevant your copy will be. Ask yourself:
- What does their everyday life look like? Who do they work with? What websites do they read?
- What are they passionate about? Hobbies?
- What past products/services have they purchased and how does your offering compare? Once this is identified, however, it’s ineffective to use comparison words in the copy itself. For instance, instead of saying “Our vacuum cleaner is better than the common household brand.” You identify how it is better, ie., “Our vacuum cleaner has five times the suction as other brands.” Now you’re showing them, not just telling them.
Identify key motivators.
Great copy motivates people to feel, think or do something. One way of achieving this is by addressing them personally. I don’t mean to say that you should call them out by name – I mean that they need to trust you. They need to like you.
- You can reach users by speaking directly to them – be conversational and as specific as possible. Avoid sweeping statements.
- Don’t use passive voice — write in the present tense (avoid gerunds, or, the “ing”)
- Short, Simple and Sincere (one way of doing this is by avoiding adjectives)
The way you position words, pictures and paragraphs in your website copy or email are important.
- Indent sections & number paragraphs
- Capitalize and BOLD sparingly. Does anyone underline anymore?
Include a testimonial.
- It’s always better to have someone else say how great you are so that you don’t have to. A brief and convincing quote from a respected source adds credibility to your campaign.
Keep your copy clean and concise.
- Cut unnecessary words and consolidate ideas.
- Have someone else read it to see if they understand the message.
Avoid weasel words.
- Weasel words include: may, maybe, hope
- Instead, use words that emote power and prestige: will and can