Marketers love to say KISS (Keep it simple, stupid.) This may be good advice, but only to a certain point. While you want to make your copy concise and easy to understand, you don\u2019t want to insult your audience\u2019s intelligence.<\/span><\/p>\n Here’s what you need to keep in mind when you go to write.<\/p>\n Ann Handley, author of the go-to handbook, <\/span>Everybody Writes<\/span><\/i>, puts it in a much better way: \u201c<\/span><\/p>\n \u201c<\/span>A<\/span><\/i>ssume the reader knows nothing. But don’t assume the reader is stupid<\/span><\/i>.<\/span>\u201d<\/span><\/p>\n You want to inform them, to persuade them, to educate them. \u00a0You don\u2019t want to talk down to them and you definitely do not want to waste their time. <\/span><\/p>\n A surefire stay relevant to your audience when you write copy\u00a0is to\u00a0speak to them directly<\/strong>. If you\u2019re publishing an ad in a trade magazine, don\u2019t keep boilerplating your main features, speak directly to your audience\u2019s pain points. <\/span><\/p>\n Say you\u2019re selling a cell phone.<\/span><\/p>\n Your website might say: \u201cOur latest model connects you to the world around you, one app at a time\u2026\u201d before going over its top features.<\/span><\/p>\n Similarly, an ad in a photography magazine should focus on a photographer\u2019s biggest pain point: \u201cNever miss a moment. With our latest model, you can leave your camera at home. Capture professional quality pictures with our 16 MP camera\u2026.\u201d<\/span><\/p>\n You get the point. <\/span><\/p>\n Don\u2019t use your valuable space to push a handful of obviously scripted, vague testimonials, either. Do you actually believe the people in commercials? Testimonials are a great tool, but make sure they\u2019re real and sound like something a real person would say. <\/span><\/p>\n A <\/span>study<\/span><\/a> by the Nielsen Norman Group estimated that on average, users only read 18% of what\u2019s on a page. They concluded that 8 out of 10 people will read the headline, but only 2 out of 10 will read the other copy. You have a very small opportunity to make an impression. <\/span><\/p>\n Have a punchy personality<\/b><\/p>\n Have you ever tried to read an oven manual? How about a press release? Technical writing doesn\u2019t make for good copy. <\/span><\/p>\n Don\u2019t forget your brand\u2019s voice. If you have a strong brand, it\u2019s developed a lifelike personality, and that should shine through. Be sassy, be sarcastic, write copy\u00a0<\/span>you<\/b> would <\/span>want<\/span><\/i> to read. <\/span><\/p>\n Tell a relatable story<\/b><\/p>\n Writing copy is very much an art form, just like any other form of writing. Even if you don\u2019t have formal training, just think back to your eighth grade writing class: Show, don\u2019t tell.Have a beginning, middle, and end. Be descriptive. . Find your voice.. <\/span><\/p>\n Everyone loves a good story. Start by making sure your business has a great background. Make your customers love you because of where you came from and what you stand for. If they can relate to you, that\u2019s fantastic. <\/span><\/p>\n That way, when you\u00a0write\u00a0copy elsewhere, you have a great foundation to work with. Perfect copy doesn\u2019t make you feel like you\u2019re reading a sales pitch, it lets your imagination do the work. Feed your readers metaphors, imagery, humor, and pithy takeaways. <\/span><\/p>\n Not too long ago, <\/span>York Peppermint Patties<\/span><\/a> did a great job of creating ads with powerful imagery. You remember them\u2014someone in an everyday setting,taking a bite of the cool, minty candy…and bang! They\u2019re on a snowy mountain far, far away. <\/span><\/p>\n Imagery is transportive, especially in copywriting.<\/span><\/p>\n Be direct and clear<\/b><\/p>\n While literary devices are great, they\u2019re not always fitting. Sometimes, it\u2019s more powerful to be direct.<\/span><\/p>\nStep 1: Know Your Audience<\/span><\/h2>\n
Step 2: Make it Interesting<\/span><\/h2>\n