10 ways to write good copy
TRANSCRIPT
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10 Ways to Write Good Copy
Writing effective copy is both an art and a science. It’s an art because it requires creativity, a sense of beauty and style — a certain aptitude, mastery and special knowledge. Artistic advertising allows you to create content marketing that’s not just practical and persuasive, but awe inspiring and breathtaking.
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10 Ways to Write Good Copy
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Plain Copy
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•The most basic approach to writing effective copy is to simply introduce
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Plain Copy
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•The most basic approach to writing effective copy is to simply introduce
•Product without gimmick or style
• It’s a simple presentation of the facts and benefits
•There is no story
•There is no conversation
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Plain Copy
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•There is no “sizzle” and no superlative claims
•Think Google Analytics
•Google’s copy isn’t going to win any literary awards, but it will get the job done
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Storytelling Copy
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•Everyone loves a good story.
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Storytelling Copy
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•We like hearing about people•Product was the catalyst to overcoming those odds
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Storytelling Copy
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Four basic traits in the story:
•Opening: Show how the character of the story had a normal life, then how that life was shattered by a change of events
•Conflict: What does her journey look like as she tackles this challenge?
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Storytelling Copy
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•Dialogue: People are drawn to conversations in a story
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Conversational Story
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• In this copy, there is a conversation between two people: the copywriter and the prospect
• It’s a straightforward approach that tries to identify with the reader:
• “I know how you feel. I felt the same way. That all changed when I found x, y and z.”
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Conversational Story
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• Keep in mind that don’t have to be a polished copywriter to create effective conversational copy
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John Lennon Copy
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• John Lennon was using an effective tool of persuasion: imaginative copy
• target audience to imagine a painless way to lose weight
•Then the copywriter paints a picture of achieving that ideal life through your product
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John Lennon Copy
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Imaginative copy typically begins with words like-
• Imagine
•Close your eyes
•Discover
•Picture this
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Long Copy•The fundamental premise behind long copy is “The
more you tell, the more you sell”
•Unlike a face-to-face conversation with a salesperson, a written ad has only one chance to convert a reader
•Take the Google Analytics example above
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Long Copy•Don’t present all the facts and benefits up front
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• Our goal isn’t to convince our audience that we’re smart — it’s educating and selling with our copy
• Try to sell with style
• Try to balance the killer with the poet
Killer Poet Copy
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•Killer poet copy sees writing as a means to an end, and the ad as an end in itself
•Story with solution
Killer Poet Copy
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•Third-party endorsements can help you sell products
•Selling arguments between the company founder and his or her customer
•This down-to-earth approach levels the playing field
Direct-From-Copy
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•Some copy will explain the ugly truth about the product
•This approach doesn’t start with the jewels of your goods — it starts with the warts
•When the reader trusts you, they will be considerably more likely to believe you
Frank Copy
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The evidence can be in-
• Statistics
•Testimonials •Research
Superlative Copy
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•Use this type of copy sparingly•It’s good to follow the “Remove All Hype” policy
Superlative Copy
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• Rejection copy turns conventional wisdom on its head
• This type of copy is a direct challenge to the reader
• consider the dating site Beautiful People
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Rejection Copy
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• Potential rejection startles readers
• This approach also keys into our sense of wanting to belong
• It generates that curiosity itch, and activates our pride
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Rejection Copy
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• Great copy often combines several of these techniques into one ad
• A copywriter writes a long rejection ad that explains why certain people are excluded from receiving an invitation
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Rejection Copy
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CommunicationSadiq M. AlamFounder & Head of Ideas
Call: (+880) 017110 56474, (+880) 09611 699 014Email: [email protected]: sadiq.alam
MetaKave Dev HQApt 12B2, Al-Baraka Tower 252 Elephant Road, Dhaka-1205, Bangladesh