Great copywriting tips drawn from our copywriting services
Thursday, April 21, 2016
We’ve written a staggering amount of copy whilst offering our copywriting services. Shed loads. Whether about sweets, cheese, bakery, catering equipment, timber, optics, furniture, insurance, precision engineering, systems integration or websites, we’ve been there and done that. So here is a list of top tips for you, based on our many years of writing copy for all manner of business – both B2B and B2C; offline and online. It’s not an exhaustive list, but it should offer you some useful thoughts. And if you do in fact need some help with your copywriting, please get in touch and ask us about our very flexible and effective copywriting services.
Know your stuff
This might seem obvious, but so many people start to write about something they know nothing about. Be warned that it shows! If it’s a subject that you’re not up to speed with, abundant research will stand you in a strong position to write some great copy.
Picture your audience
From the outset, know exactly who you are writing for. Who will read your copy and what will they want to get out of it? What sort of style will they be most in tune with – a chatty and friendly approach or something more formal? If you don’t know, find out.
Establish and maintain a style
When clients use our copywriting services, we always seek to clarify if they have an established style in terms of character and personality. We would generally recommend speaking directly to the reader in a personable style. So try to use “we” instead of “they” or “the company”, “you” instead of “the customer” or “them”. You’re having a conversation with the reader, so give them a reason to pay attention. Are you paying attention to my copywriting tips right now?
Keep it lively and interesting
There is nothing worse than a long stretch of copy that you’re finding hard to read – it doesn’t take much for you to drop off… so write in an active and positive voice and use the present tense when possible. Don’t use 30 words when ten will do as less can most certainly be more where copywriting is concerned.
Break it up
We all have a remarkably short attention span and that is important to embrace when writing copy. Make great use of sub-headings to break the copy up (they can actually help to tell the story at a glance) and selectively use bullet points, questions and even quotes when relevant. Keep paragraphs short and ensure that each one has a point. If you want to use our copywriting services to critique and develop your copy, instead of starting from scratch, we’re happy to help you with this.
Perfect your headline
It’s read more than any other part of your copy so make it good. It helps to make that split second decision – to read on or not. Write your copy and leave the headline until the end if you like, once your brain is fully absorbed in the subject matter. A headline can clearly demonstrate what the copy is about or perhaps provide intrigue or curiousity instead. Don’t be too cryptic though and be aware of what works with your audience. Some people prefer the Ronseal approach and just need to know the main subject, whilst others enjoy decoding a question or relating to an emotion. Our copywriting services experience has demonstrated this multiple times over.
Find a good time to write
I can still have days when it just doesn’t come together. Don’t write when it’s not working and instead, find the time and environment that works well for you. First thing in the morning when you’re wide awake perhaps, or for some, during the evening with a decent glass of red. I am a firm believer that good copywriting is often down to good timing.
Get to the point!
Always be clear on what you are writing about. Don’t make the reader trudge through paragraphs of words to find out what you’re trying to say – most will have moved on by then. Furthermore, get your strongest message in early. All too often, writers leave it to later on in the copy to point out something really rather important.
When I write a piece of copy, I tend to read it aloud to myself (the dogs don’t seem to mind) as that helps you to hear it better in your head. I also read through it first for typos and repetitive words and second for structure and style. You can never be too thorough. Poor grammar and typos truly affect a reader’s opinion about you. So don’t let it be you.
Copywriting is definitely an art and not a science, though with practice and the right advice, you can improve your skills and make it work very well for your business. However, for those that don’t have the time or the inclination to practice, trust in Cantaloupe to do the job for you and do it well. Please get in touch if you’d like to discuss our copywriting services and how they can help your business grow.