In a noisy world, every word, phrase and sentence you write needs to sing. This means your copy must be pitch perfect.
I’m often asked what a copywriter does, usually by my dad, who as a builder by trade has never really been able to get his head around how words can earn you a living.
I would pick up the nearest item with a label on it and tell him: “See those words? That is copywriting.”
In fairness, that answer does copywriters a disservice, because I’ve oversimplified it massively. The real answer is far broader, almost universal in scope and covers every piece of commercial literature you might set your eyes on.
I haven’t always been a copywriter. I frowned upon it once, when I was working at a newspaper. I always viewed copywriting as an easy option. How hard could it be, banging out a few sentences about a random product?
How wrong could I be? Copywriting is a craft.
Entering copywriting from a journalism background can have its disadvantages. A misguided sense of superiority on the part of the journalist is just one of them. Another is that you are expected to know what you are doing, when in fact it’s as if you’re learning another language.
I’ve now done this long enough to be able to share some points that will make your copywriting sing. Some you will know, maybe others you won’t. All are worth thinking about.
Let me share them with you.
Know your product: This sounds obvious, but it’s astonishing how often this is overlooked. A proficient copywriter will gather every piece of information they can find that might help them shape their words. Within this knowledge will be the one thing that will make that product a must-have.
Put yourself in the mind of the customer: What would they ask about your product? What could they care less about? Are you targeting a specific market? If so, does this industry sector tend to demand technical detail? How can you connect with the customer and persuade them to shop with your brand?
Let your copy marinate: Ernest Hemmingway famously stated that “the first draft of everything is shit,” and that applies to copy. Write, then step away, move onto something else, overnight if possible, and approach it with fresh eyes. I will guarantee you will write a second draft.
Check your facts, grammar, spelling: Yes, those fundamental aspects of writing that seem to be regularly overlooked. Except they’re not. Someone is judging you on this and asking themselves what kind of product you’re trying to sell if you can’t even spell.
Have passion for your product: This will go hand in hand with having an intimate knowledge of it. The more intimate you become with your product or service, the better your prose will be. Take time to acquaint yourself, experience it, live it.
Edit, hack, hone: Save your 3,000 word essay. Believe me, your customer has neither the time nor the inclination to take a rambling journey through the history of your product. They want to know what makes it great and how that applies to them. Period. Be economic with your words.
Feature, benefit: In that order. Tell the customer something interesting about your product, and then how it will improve their lives. And repeat.
Zhuzh it up: As a former marketing boss was always fond of telling me. Add some spice, make your copy pop. And don’t be precious. You are a mercenary, writing for money. If the boss wants more zing, give it some.
Write for the common man: Also applies in journalism, where you are told very early on that your writing must be understood by everyone, from a duke to a dustman. Simplify and talk plainly.
Think globally: We exist in a global marketplace and you don’t want your copy to literally be lost in translation. Avoid terms peculiar to your region, anything colloquial, and all slang. It won’t translate and worse, you might even offend.
I’ll leave this at ten points for now, but I could go on. The most important takeaway is that you are in a unique position to influence someone into taking notice of your client through your writing. This is a powerful and responsible position to be in. You are a persuader.
Now, go write some copy.