The 9 Easy Copywriting Rules to Follow
Updated: May 3
Are you a beginner copywriter? Or perhaps you're looking to make minor improvements to get more work! We can all learn from each other at any stage of our careers.
I've taken a couple of copywriting courses on Udemy, and I've learned a lot about the writing process, but perhaps the biggest lesson was that you need to personalize your copy and put your reader/client first in your writing!
Try to use these tips when it comes to creating offers, E-mails, and sales letters that grab people's attention.
The goal of this blog post is to have short, concise information and tips.
TIP #1 – Personalize
Always write your sales letter with the individual in mind and think about what information you want to convey to the person. Copy should be persuasive and convincing, always offering a solution to a problem. Whenever you're writing a sales letter or an E-mail, you want to write that E-mail or sales letter as though you were talking to a person. Ask yourself, "What will my client get out of this?" "Why should my customer read this?" "Would I be persuaded to buy the product or service after reading this?"
TIP #2 – Catchy title
A catchy title (SEO friendly titles are even better) is more likely to get a person to open an e-mail and read it. For blog posts or articles, the better and catchier the title, the more clicks it will get – no doubt. Create a sense of urgency in the title, offer a solution to a problem people are having. Pull them in with the first line. You've got to create interest with the reader from the very first line that they read, or else they will skip your e-mail, letter, post, etc.
TIP #3 – Short & concise
Ok, we all know that most people have a short attention span, and nobody wants to read an essay most of the time. People like to scan information; they like to read things as fast as they can. You want your copy to be easy to read, quick to read, and to the point. That's why you need to avoid unnecessary sentences and information. Explain the problem and offer a life-changing solution. Try using bullet points because it makes that whole process a whole lot easier.
TIP #4 – Flow & continuity
When you're starting to write a letter, it is very difficult just to write everything in order. That's why you should write a rough draft where you write it all down as you think of it. Then, you need to start editing and improving your copy. Make sure it flows logically, and the sentence structure and syntax are in order. Use an app like Grammarly to improve and edit your copy.
TIP #5 – Conversational tone
Remember this point: write as you speak.
You want to avoid extreme colloquialism in your writing but make you're writing "sound" like your speaking voice. As you begin writing, pretend that you are having a face-to-face conversation with a person. This will improve you're writing because when a person reads your sales letter or your E-mail, they're going to feel like you're talking right to them, and that's exactly what you want.
TIP #6 – Easy to read
Make your communication easy to read. Avoid run-on sentences and complex, wordy introductions. What I mean by this is: use short paragraphs and clear sentences. Make sure your copy is also visually easy on the eye. If you can, use photos and colors. Don't be afraid to highlight important words and sentences, and use bold font to grab the reader's attention.
TIP #7 – Provide a solution
The goal of effective copy is to offer a solution to a customer's problem while listing the features of a product. But, you need to stress the benefits and not the features first. I want you to put yourself in the shoes of the person reading your communication piece. The number one question that they're going to ask themselves is: What's in it for me? You have to provide a benefit, a solution, something that will make them want what you're offering. You've got to stress the benefits of your particular product or service, then offer even more incentives by explaining the features.
TIP #8 – Keep it interesting
Good copy will keep the reader interested.
How do you do that? On a sales letter, there are a ton of ways that you can keep the reader interested, and I'm going to share a few of them right now.
· You can use graphs
· You can use photos
· You can use audio
· You can use video
· You can use testimonials
Whatever you're trying to sell or promote, I want you to give proof that it works or that it would provide benefit to the person that is reading it. Screenshots, pictures, and testimonials are all great things of proof.
TIP #9 – Word choice
Why use a 4- to 5-word phrase when a 1- to 2-word version will do nicely with no loss in meaning? Statements such as 'in view of the fact that' can be easily reduced to since or because. Avoid filler words like 'actually' and 'just.' Word economy is particularly important, especially when you're paying for premium ad space in a major publication. Try to avoid using the same words to describe something – use synonym dictionaries and have a variety of words handy. Remember to keep the vocabulary at a conversational level that most readers will easily understand. Copy shouldn't sound like a Ph.D. thesis.
There are many more useful copywriting tips and hacks but these are the tips that will definitely improve your copy!
Want to learn more?