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This Is What I Would Do If I Had to Craft Copy in a Hurry ...
... but wouldn't know much about copywriting.
In a world of speed, time doesn't have patience with us. We have to grit. We have to hustle. We have to make ends meet.
And copywriting isn't any better in this regard. Sometimes, we don't have three days to write a sales page or landing page. Sometimes, someone is waiting for our response promptly, in just a couple of hours.
What should you do in such a case?
Well, here's what I would do. I would write the piece of copy in a rush, let it stand for 30 minutes, and come back for editing. Here, mastering the fundamentals is key. And the fundamentals are just the ones that I would apply in such a situation.
What would I do?
- I would scan the copy for usage of passive voice and, then, change it into the active voice. This makes the copy more energetic.
- I would delete all unnecessary adverbs and fancy words. I would keep it as simple as possible.
- I would cut long sentences because people don't want to put in much focus when reading copy.
- I would improve flow using better transitional words or putting transitional words where they are absent.
- I would make use of both scarcity & urgency—two essentials of any good copy.
- I would be more concrete where the language is vague or general.
- I would read the copy out loud to see if it sounds better.
Writing copy in a rush is not ideal. However, when you have to, mastering the fundamentals of copy (and of good writing) can save you.
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On How to Increase Your Sellings with Great Copy
Since copywriting is simply advertising on paper, the final goal of the craft can be no other than to increase sales.
That's the main reason a company hires a copywriter; that's the reason why people dedicate their lives to enhancing their copywriting skills.
If you are a business owner looking to make more sales or a copywriter looking to provide better services to your prospects, you should know that there are certain verified techniques of making people purchase your product or service.
John Caples, one of the titans of copywriting, laid down some of the best ways in which everyone can write copy that sells better.
What can you do about that right now? How can you make more sales immediately?
- Use the present tense and the second person in your copy.
- Make use of subheads, regardless of your copy's length.
- Put captions under illustrations.
- Write simply.
- Choose simple words.
- Offer free information.
- Write copy that sells, not copy that's stylish.
- Make them curious.
- Be specific with what you offer.
- Write long copy.
- Write more copy than you need to write.
- Make use of the methods deployed by direct correspondence copywriting.
- Don't overstate.
- Avoid slogans.
- Get help from others.
- Don't say that sales persons will call.
- Study other selling copy.
- Make every piece a complete sales talk.
According to Capels, doing most of these ensures that clients become more eager to buy from you. Have you deployed some of them in your own copy?
What is direct response copywriting?
Direct response copywriting is writing designed to make the reader take one specific, measurable action.
That action could be buying a product, signing up for a list, downloading a resource, or booking a call.
The goal is not only to inform. It is to move the reader from interest to action.
Some classic examples:
“They Laughed When I Sat Down at the Piano, But When I Started to Play!”
John Caples, U.S. School of Music
This headline creates curiosity and emotional tension. It presents a familiar insecurity, then suggests a transformation: from being underestimated to impressing everyone.
The reader wants to know what happened next.
“How to Make Maximum Money in Minimum Time”
Gary Halbert
This headline is simple, direct, and focused on a clear benefit.
It combines two strong desires: earning more and spending less time doing it.
Joe Sugarman’s BluBlocker sunglasses
Instead of focusing only on lens specifications, Sugarman described the experience of wearing the sunglasses: sharper colors, less glare, and clearer vision.
The copy sells the experience first, then gives the reader the logic to support the purchase.
That is what makes direct response copywriting effective.
It starts with a clear understanding of the audience:
- What do they want?
- What are they struggling with?
- What are they afraid of?
- What would make them take action?
Then, it turns those insights into copy that helps the reader move from:
“This is interesting” to “This is exactly what I need.”
If you need copy that communicates your value clearly and encourages your audience to take action, check out my services on Contra or send me a message.
