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Roast & Co. — Email Marketing Copy
A promotional email concept created for a fictional specialty coffee brand, focused on turning the idea of coffee freshness into engaging, conversion-focused copy.
I developed the email messaging, subject line, promotional hook, and CTA with a conversational brand voice designed to create curiosity and encourage first-time purchases.
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On Bad Copywriting
What makes copywriting sell more?
Unlike content writing, in copywriting beautiful writing doesn't matter. If the piece of copy doesn't make a sale, no client will be impressed with your ability to write fancy words and complex sentence structures.
Copywriting is about persuading prospects to take certain actions, and, in this regard, we can point out some of the sins you may commit in copywriting.
Talk about yourself
Never talk about who you are or what you do. Most of the times, the prospect isn't interested in your life story. Instead, shift the language toward them. Talk about what they want and what they fear. Hear them out, and you will win their attention.
List them features
People are interested in what a product or service does to them. They aren't as interested in the various features of the product as they are in the benefits that come with owning that product. Remember! A prospect is always in search of a solution to a problem.
Weak headlines
The headline makes 50% of the copy. If you have a good offer, but the headline isn't convincing, you lost the potential client. A headline always functions as a hook that grabs the attention of the reader and opens a loop further. The best headlines are the ones that highlight the most important believable benefit.
Use complicated language
Most people aren't looking to be taught a lesson on grammar or elevated English. They want to make a purchase and are choosing among the various options that they have at their disposal. That's why, in copywriting, it is important to write in plain, simple language that most people can understand.
Not having a CTA
Your copy needs to be simple to understand by your average prospect. This implies directing them through the process. You cannot just show them the benefits of your product but also tell them what to do next. Without a CTA, you do not have copywriting.
These are some of the characteristics of bad copy. Of course, there are many others, but if your piece had a bad headline, comes with complicated jargon, doesn't show benefits, is self-centered, or lacks a CTA, you have a bad piece of copy.
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