TL;DR: 7 Tips to Write a Better Copy
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Hi friend,
Do you have a copywriting checklist when you write? It makes things much more manageable. Here are some dot points you should include:
1. Speak with, Not at, Your Reader
Avoid talking at them; talk with them to create a meaningful conversation.
2. Cut Out Adverbs
As Stephen King says:
“A road to hell is paved with adverbs”.
Look at your existing copy and eliminate at least 80% of adverbs (but not all of them).
TIP: always look in the dictionary how you can change adjective + verb with one stronger verb, for example:
Sprinted instead of running quickly.
3. Look at Your Ideal Customer:
Literally! Personalize your message by imagining their image and description, and write directly to that person (or print someone similar and keep it above your desk!)
Jasmin Alic, one of LinkedIn’s top creators, has an even better tip. When he writes, he starts with “dear son”.
The trick is to write to someone with whom you’re emotionally connected.
4. Replace Commas with Periods:
Make your writing punchier by using shorter sentences with periods instead of overusing commas.
5. Avoid “Landing Page” Words:
Stay away from buzzwords like “enhance” and “empower”. If you don’t use them while talking to someone, don’t use them in the copy.
6. Write Like You Talk:
This is easy to say but challenging to apply. I found reading my writing aloud helpful, as it is easy to spot if something doesn’t sound conversational.
7. Remove fluff:
Be specific in your copy. But we’re all in love with our writing. So the best advice is: write one day, edit another, when you have a distance from your writing. You can use Hemingway app to cut unnecessary words and improve your reading score.
These two sound like common knowledge, but I’m still seeing many businesses failing to deliver this:
Call Out Your Targeted Customer:
Address your targeted customer directly, using language that speaks to their needs and desires. It’s not the same if your audience is a professor or a tradie.
Sell Outcomes, Not Product Features
Focus on highlighting your product’s value to customers rather than just listing its features. Let them see how your product solves their problems and fulfils their desires.
Is there any crucial piece of advice I have missed here? Let me know in the comments.
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Happy Saturday.
For someone who is new to field of copywriting, it can be a bit challenging to transition to formal writing to informal writing. You literally have to unlearn nearly everything that was considered appropriate if you've experienced writing academic content or writing professionally. Tools like grammarly and hemingway is still recommended. But we have to remember in copywriting you're writing must have personality.
Learned new thing
Avoid landing page words