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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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I wanted to play with a simple idea:
Write less. Say more.
So I experimented to build a little lettering system where each letter is missing a piece but hopefully, your brain fills in the gaps anyway.
Because good communication doesn't always need everything spelled out.
And, as a copywriter, I feel slightly obligated to believe that. :)
This looks like the from the movie Arrival👀
Two ways to put copy on a product shot, same campaign.
A: Text inside the screen. had to match it to the camera pull-back so it stays locked to the display.
B: Text on the set. product stays the hero, copy gets room to breathe.
A is the harder trick, i'm not convinced it's the better ad, curious where you land.
Was testing Gemini for video creation and Jitter + Claude for editing.
9 voted
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Text on the set feels like the safer bet to me, letting the product stay the hero usually wins when you're not sure. But locking copy inside the screen so it survives the camera pull is the kind of technical constraint that can make for a stronger final ad even though it's...
On the Principles of Good Writing
Have you ever wondered what makes writing good or bad? Maybe you are a perfectionist who strives to deliver only excellent work.
However, the problem of defining what good writing is has been raised by authors and readers for centuries.
Some may say that writing is subjective, and, hence, there isn't a good or bad way of writing. Yet, some pieces attract the crowds while others get ignored.
The same can be said about copywriting. Make certain word choices and place the words in a certain order, and you can see how people will be delighted to read what you have to say and even take the required action.
More than one century ago, a university professor from the USA wrote a short book that has been defining good writing at least in the English-speaking world.
In 1920, Professor Strunk published The Elements of Style, a very short book on the main principles that govern good writing.
For example, some of the principles that I always follow when I write blog posts and pieces of copy are the following:
- Always omit needless words: after finishing a draft, I always look to cut as many words as possible. This way, the reader can read the text clearly.
- Keep related words together: this separates professional writers from amateurs. A good writer has a strong grasp of the language's syntax. You need to know where to place the words so that you don't create confusion.
- Use parallel constructions: It seems that the human mind loves order. The way you achieve order in a piece of writing is through parallel construction at both the phrase and the sentence level.
These are three principles that define good writing. Have you read The Elements of Style? If so, how did it help you as a writer? Which rules did you find to be the most helpful?
