Copywriting Tips and Techniques

A blank page terrifies. You can't imagine how that stark white nothing with transform into persuasive copy that will earn loyal readers and transform those readers into customers. I condense the most useful "kick-starters" I've found into this page. These tips and tricks have saved me from blank page crash more than once.

Don't Think This Is Easy. . For Anyone

Writing decent copy is relatively easy as long as you get to pick the subject. If you own your business and write about your product, learning to write copy about it is simple. You should devote a bit of time and effort to learning basic copy skills, but that's about it.

Professional copywriters don't get to pick their subjects. That's what makes good professional copywriting hard.

It's hard for everyone. If you find it difficult, take heart. You're not a moron, you're trying to participate in a challenging, highly skilled profession. You didn't think copywriters charge high fees because we do something easy, did you?

Professional copywriters must be willing to learn for the rest of our lives. We have to study each new subject in depth enough to write passionate copy.

We must also have good people skills. A copywriter must possess enough empathy, compassion, conviction, and knowledge to answer people's questions about a product and service before they ask. Too bad we're not telepaths, it would make life so much easier.

Instead of psychic abilities, pro copywriters have to rely on study, interviews, people watching, and more study in order to comprehend our readers. Repeat this entire process each and every time you try writing to a new market segment, and you begin to get the idea.

My husband earned a bachelor's degree in anthropology. He occasionally accuses me of marrying him for his library. Well. . . .

Promote the Benefits

Every product or service out there has both features and benefits. Features don't sell a product, benefits do. What benefits does your product provide? How does it improve the life of your customer? What good things happen because of your product or service? Those are your benefits.

Of course, you do have to tell them how your product or service provides these great benefits. People want to know that sort of thing before forking over their money, after all. The "how" part is the features.

Give lots of copy to your benefits, and a bit to your features. Use the 80/20 rule of business. You want to get across your competence but not overwhelm your reader with jargon.

Roleplaying

If you're just really stuck for what to say, roleplay! Either imagine it yourself or get a friend to help you. Imagine you're in a park or restaurant. You overhear someone complaining of the very problem your product or service solves. What kind of conversation do you have? What do you say and how do you say it?

For an alternate scenario, imagine someone calling you up out of the blue and asking about your product. Imagine that they have a real problem that you solve, but they are completely clueless about the solution. You have to get across why your business is the best option.

Record the conversation or take notes about it. Eliminate everything that doesn't fit the context of a sales page, arrange it to your liking, and you have a basic piece of copy.

Tell A Relevant Story

Stories are how we as humans make sense of our lives. People absorb philosophical concepts, ethical abstractions and even math equations better when given a relevant story. Love of narrative came hardwired in the human brain.

Turn this basic human behaviour to your advantage by telling a story relating to your business. Tell a story about why you started it or the story of a particular customer you helped. Stories help your readers connect with you better. It also helps them relate your product to their lives.

Keep it Short

Yes, people read long copy if and when they're interested. In fact, long copy often outperforms short copy. People like feeling as though they've done their research.

However, even if you're writing a ten page sales letter (or two hundred page website. . . ) you have to break your information up into digestible chunks. That means no more than two to four sentences per paragraph. Five's pushing it. Six is, as they say, right out.

Use bullet lists or number lists to get a lot of information across quickly. Say what you have to say in a quick, concise and businesslike manner.

Kill the Passive Voice and Hunt the Weasel Words

"To be" rates as one of the deadliest copywriter verbs ever. Don't use it unless your back is up against a wall. If the English language has wrestled you into using "being", "will be", "has been", or "is", then accept it and use the hated "be" verb. However, make sure you have no other option.

Weasel words clutter up copy with phrases like "Everybody knows", "It's a well known fact" and "People say". These words sound as though they bring the weight of authority to a sentence when no verified citation exists.

Either have the courage to state an opinion as your own or reference a provable fact. "Loni L. Ice states that good writers edit their first draft," is a provable fact. You can come here to my website and find where I say it.

"People say that good writers edit their first draft," is not a provable fact. Where is the book, article, site or public letter that "people" wrote? Did "people" make a public speech you can reference? Hunting season lasts all year when it comes to weasel words. You don't even need a license.

Let it go on your first draft. You can't remember all the rules and be creative at the same time, especially if you're new to writing. However, when you edit, get vicious about passive voice and weasel words.

Forget About Writing Flawless Copy on the First Draft

Nobody, and I do mean nobody gets it right on the first draft. No copywriter in the world writes the finished product when they sit down the first time. Editing is a wonderful gift. Give yourself permission to be creative and make mistakes.

Learn everything you can, talk to people, read everything you can get your hands on. Then, when you sit down to write, let it all go. Get creative, get silly, and have fun! If you goof, you can always go back and fix it!

When you edit, then remember all those rules, formulas and regulations. Edit your copy with a heavy hand. Editing is as much art as writing is so expect to spend some time at it. Do not crimp your creativity by thinking you have to get it right the first time.

P.S. You don't want to see my first drafts. They come out scribbled in ballpoint ink on the front and back of legal paper. Sometimes I even write sideways when inspiration strikes and I ran out of room. Nobody except me can read them.

In Closing

Creativity belongs to everyone. Human beings are creative by our nature. The creative impulse comes from the need to solve a problem. Each and every person who can dream up a solution to a problem taps into creativity to do it.

You may not have the hand/eye coordination to be an artist or the fine pitch to be a musician, but anyone who can read and write holds the potential for good copywriting.

I learned about copywriting by reading every book I could lay hands on, talking to copywriters, learning from copywriters and applying fingers to keyboard. I wrote over 500,000 words before I really started to understand what I was doing.

I learned about creativity from my father, who was a graphic designer, artist and art teacher for twenty years. He now writes sci-fi/fantasy novels. He self-published one, and we're waiting to hear from Tor Publishing on another. He's been mobility-impaired his entire life and taught me about creative problem solving through the challenges he faces every day.

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If after reading this you have any specific questions about copywriting tips please contact me and I'll answer you personally within one business day.

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