Right, I’ll get one thing out of the way straight away – everyone can write. But not everyone can write copy.
Of course I’d say that – I’m a copywriter. I have to protect my trade, right? But truly, it’s a lot more complex than you might think. With that said, there are a few easy things you can do to help your copy work a little harder and make more of an impact.
Keep your audience in mind
Always think about what your audience wants to know, how they’d like to hear about it, and what way of putting it is likely to appeal to them. It’s not easy to get your brand’s tone of voice just right (and we’d be happy to help with that), but adjusting how you talk to your audience is a quick copy fix.
Stick to the benefits
You know your product inside and out, so it’s easy to get distracted explaining all of its features to a reader. But your audience needs to know how something will benefit them if they’re going to buy it, whether that’s literally or emotionally.
For example, I wouldn’t sell a dog by saying it’s furry and has legs (though you might say they’re decent selling points). I’d sell a dog by telling my audience how it can offer friendship, loyalty, and protection, because they’re reasons why people get dogs. Got it?
You’ve written something in ten words. Can you do it in five? When proofreading have a look at what you’ve written and see if there’s anything unnecessary.
If you’re writing about a subject you know well, you might find you’ve gone into excessive detail (like I have here!) or you might’ve used unnecessarily flowery language. Ultimately, it depends on what you want to achieve – shorter copy will almost always make a bigger impact, as it doesn’t rely on keeping the attention of the audience, but for some purposes you’ll want more detail.
Be cASe senSITIve
This is a case (don’t excuse the pun, I did it on purpose) of whether or not to capitalise – and it sure makes a difference.
There are two main cases you’ll use. Title case more or less means you capitalise the initial letter of every word, whereas sentence case is approached as though you’re writing a sentence. Par example:
Check Out What Happens When Our Graphic Designer Gets a Free Pony!
Check out what happens when our graphic designer gets a free pony!
Here, title case makes this look more corporate, clickbait, ‘promise everything and deliver nothing’ article than it probably is, whereas sentence case looks more conversational. That said, sometimes title case can make a greater impact – it depends what you want to achieve.
Oh, and remember that there are rules to which words you capitalise in a sentence. It’s just proper nouns, though you can also use capitalisation for emphasis.
Ready for the easiest way to amp up the copy in your social content, on your business blog or as part of a campaign? Work with Together, my friend. We have an inhouse copywriter (that’s me) who works on anything that needs words. Just get in touch to chat about your next project.