Why do we worry about the words we use, what we say, what we write?
Socially, the way we communicate makes a difference between making friends easily or having a complaint listened to and dealt with effectively or getting a job we want.
But it’s as consumers that we are bombarded with messages from every angle – so we close ourselves off to any messages that we think/feel are irrelevant.
Good copywriting makes us bypass this shut down mechanism and LISTEN to what’s being said.
What does good copywriting actually do?
It makes your subject matter STAND OUT from the noise that’s all around us.
It explains your PROMISE and talks about the BENEFITS of a product or service (not just the features).
It helps people make an INFORMED decision.
It establishes a CONNECTION – between the consumer and the organisation – by creating EMPATHY.
It answers the age old question “what’s in it for me?”
In short… Good copywriting makes people want to ACT.
So, what makes a good copywriter?
Copywriting is about selling.
Pure and simple.
It might be an idea, a product or a service. For a business, charity or social group. Whatever it is and whoever it’s for, you need to be able to approach the subject from a fresh angle, pulling together a range of information and creating a finely honed message that makes people want to do what you want them to do.
Though you’ll find variations on it, the classic mnemonic, AIDA, still stands true:
Attention leads to… Interest leads to… Desire leads to… Action
In other words, no matter how delicious your copy may be, if it doesn’t make people want to take a bite then it might as well be made of air.
But how can you become a better copywriter?
Training definitely helps – as does practice. And… space.
Always step away from a piece of copy before sending it out into the world. It gives you time to review it with a fresh pair of eyes and check that you’re hitting your marks.
As Cambridge copywriters we’ll be sharing more copywriting tips and hints over the coming months. Any questions? Just drop us a line firstname.lastname@example.org