I’ve been thinking a lot about good copywriting lately (And I’m taking a course at Seattle’s School of Visual Concepts on the subject), so I thought I’d share a few good, if not a little obvious, points about what constitutes good copywriting. And good writing in general…
Some basics:
One Action Sentence
Before beginning the copywriting process, try condensing all you have to say into one sentence involving the following format:
You should (action) (product) because (reason).
For example, “You should buy Super Saturn Spit Shine Shoe Polish because it’s proven to keep leather looking young the longest.”
What’s in it for you reader
Basically, it’s important to avoid talking about yourself too much. Don’t be afraid to use the word “you”. And keep in mind that your reader is only interested in what your product or service can do for him/her.
Attend to the Target Audience
You probably have a fairly good idea of the age range, income, and general preferences of your target demographic, but it’s important to really dive into this topic. Creating personas or brief biographies about your potential customers can help.
Bring’em in Slow
Providing extreme detail about features or benefits in the beginning can thoroughly muddle your message and turn away readers. Start with the general, and move to specifics.
Be Clear, Simple, and Brief.
Make sure you don’t confuse your readers with an illogical message. Try your hardest to write like you talk. Don’t over explain yourself.
I’m sure there are many more tips floating around out there. Anyone got any great ideas?
Good suggestions. Proofreading for typos is one of the basics, too. There’s one in “What’s in it…”