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Copywriting 101: What Good Copy Entails
If you are new to copywriting, you may think that persuasion through words lies at the core of this craft.
However, this is not the case.
While copywriting does entail writing, it has more to do with taking action.
While copywriting focuses most times on the written word, sentences in a piece of copy are nothing more than tools to get the reader to take a certain action.
With that being said, what makes a piece of copy good? What is the difference between a piece that sells and one that just sounds nice when you read it out loud?
Here are a couple of features that make a piece of copy eye-catching.
-> It targets the right audience: When you write to everyone, you end up writing to no one. If you want your audience to take a certain action, you must first define and target your audience.
Don't sell shaving cream and razors to the Amish. It simply won't sell.
-> Write the way you talk: Unlike academic writing, copywriting comes with a more relaxed style. Just imagine you have a close friend that you can trust near you, and you are trying to convince this friend to buy your product or purchase your service.
While at first this may sound simple, being concrete and down-to-earth in your writing can be a challenge.
-> Focus on benefits, not features: The focus on what a product or service actually does sets copywriting apart from other styles of writing. When writing a piece of copy, always have in mind the features, but with a clear intent of finding the benefits.
How do you do that? Whenever you find a feature, always ask, "So what?" The answer will almost always yield a benefit.
-> Use power words: One perk of copywriting is the usage of words that stir certain emotions. Many forget that people, often, can be shaken by a single word and get motivated to take a certain action.
"Eforless," "proven," and "instant"—these are just some examples of power words that your copy requires. Let's not forget to mention the most powerful, one-syllable word in copywriting: "free." Use it wisely, and people will come after your product.
-> Have a CTA: Lastly, your copy needs a call to action, CTA. It doesn't need to be fancy, but you should avoid using a plain word when asking your audience to take a certain action.
Besides the benefits that you show to your readers, the CTA is the other feature that makes copywriting what it is.
Remember that most of your readers are probably confused and undecided. Through your writing, you must show them what action to take next, and that's exactly what you can do through copywriting.
We may not be able to define what makes a piece of copy better than another, but we surely can tell when one is enough. Not matter how good or bad your writing is, a piece of copy requires you to have the features discussed above.
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My Top Cures for Bad Copywriting
When the copy isn't doing its magic, often, it's something wrong with it. That means that you must fix it. How do you go about that? You identify the problem, track it to the root cause, and apply a remedy.
In this post, you'll read my top cures for bad copywriting. Remember that you can apply these to your own work and make your copy more enticing.
1. Is the message of your copy diffuse? Reestablish its focus immediately.
2. Is your language too vague? Your readers will have issues understanding you. Become more specific with what you want to say.
3. Do you use a lot of jargon? Your target audience may find it difficult to grasp what you have to say. Use plain English.
4. Are you using the wrong tone? Speak the customer's language right now by writing the way they talk.
5. Is the core message centered on yourself? Start talking more about your customer and less about yourself.
6. Is your writing boring? It may kill your sales. Replace the stative verbs with action verbs.
7. Are you not that confident in your product? Be more bold in what you believe and write.
8. Is your copy wordy? Then trim your text urgently!
9. Do people not take action? Craft a more convincing CTA.
10. Are you unsure what to write? Go back and skim your research notes.
Good copy is made in time, but it's also made with care.
Good B2B sales copy starts before the writing begins.
Before presenting a service, understand the prospect:
→ What are they trying to achieve?
→ What's their current approach?
→ Where is the gap?
→ What business problem does that gap create?
The same principle applies to sales and copywriting.
If we understand the problem first, we don't need to explain every feature or service.
We can communicate the right value to the right prospect.
Good selling — and good copy — isn't about saying more. It's about being more relevant.
#B2B #Copywriting #Sales
Many coffee bars in today’s fast-paced world are driven by speed and efficiency.
GHAZAL wanted to contrast that, creating a space centred around contemplation without taking away from the everyday ritual of coffee.
A place to linger, and perhaps arrive at some life-altering confession.
This became the heart of GHAZAL: a coffee bar redesigned as a sanctuary. We had one problem: How does something rooted in stillness get heard through the noise?
Rather than adding to the noise, GHAZAL had the opportunity to distinguish itself through restraint, subtlety and intimate messaging.
From this idea, I developed a character for the brand: a timeless, mystic poet, passing subtle, cheeky and romantic one-liners, as if trapped and trying to pass a secret through the walls.
A voice that could carry the character of GHAZAL across every expression of the brand, rooted in contemplation, presence, authenticity, eloquence and hospitality.
Following are some examples of product taglines, billboard messaging and a brand manifesto, each narrated through the voice and identity I developed for the brand.
A living poem, breathed into existence through every detail.
Yours, truly.
Lovely work!