Copywriting is an essential element of any marketing and advertising strategy. It involves using persuasive language to encourage readers to take action and craft compelling copy.
Exceptional copy stands out from the crowd and leaves a lasting impression on its audience. In this comprehensive guide, we will explore 15 traits of outstanding copy that readers, ensuring your messages are not just heard but remembered.
What is Copywriting?
Copywriting is the art of using words to captivate and persuade an audience. Whether it’s a tag line, a sales email, a landing page, or a blog post, copywriting is all about crafting messages that resonate with readers and inspire them to take the desired action.
1. Tilts your perspective
Great copy breaks through the noise and engages readers by offering a fresh perspective. By approaching a topic from an unexpected angle, copywriters can grab the reader’s attention and make them see things in a new light. For example, instead of directly addressing a topic, ask yourself why it matters and find the larger story behind your message.
2. Finds connections
Steve Jobs once said, “Creativity is just connecting things.” Exceptional copywriting makes connections that resonate with readers. By linking a product or service to an experience or emotion, copywriters can create a deeper connection with the audience. Nike’s ad, which connects the act of running to finding solitude and clarity, is a great example of this technique.
3. Has a stunning lead
The first line of your copy is crucial for grabbing the reader’s attention. A compelling lead makes readers want to keep reading. Craft compelling copy and powerful headlines or opening sentences that spark curiosity and entice readers to delve deeper into your copy.
4. Is born out of listening
Effective copywriting starts with understanding your audience. Through careful listening and research, you can identify their needs, pain points, and desires whilst using as many analytical points as you can throughout your business to improve the points of what your audience needs. By addressing these in your copy, you can create a connection with your readers and make your message more relevant and relatable.
5. Avoids jargon and hyperbole
Good copywriting speaks to readers in human terms, avoiding excessive use of jargon and hyperbole. Instead, focus on clear and concise language that conveys your message effectively. Highlight your achievements, but explain them in a direct and understandable manner.
6. Knows its audience
Tailor your copy to your specific audience. By understanding their needs, desires, and pain points, you can create copy that resonates with them. Whether it’s the tone, language, or messaging, aligning your copy with your audience will make it more impactful and engaging.
7. Uses compelling headlines
Grab your readers’ attention with compelling headlines. A well-crafted headline sets the tone for the rest of the content and entices readers to continue reading. Make sure your headlines communicate the value and benefits of your content, making readers eager to dive deeper.
8. Is well-researched
Thorough research is essential for writing persuasive copy. It helps you understand your target audience, industry trends, and competitors. Research also ensures that your claims are backed by evidence, increasing credibility and trust. Invest time in research to provide valuable insights and create content that resonates.
9. Uses formatting to its advantage
Format your copy to make it easily scannable and digestible. Use subheadings, bullet points, bold or italicized text, block quotes, and whitespace to break up the content. Formatting helps readers navigate through your copy, find key information, and understand the structure. It also draws attention to important details, making them more noticeable.
10. Flows naturally
Well-written copy flows smoothly, guiding readers along a logical and coherent path. Use concise and clear language, proper sentence structure, and effective transitions to ensure a natural flow. Eliminate stumbling blocks that may distract or confuse readers, enabling them to focus on your message.
11. Has a strong voice
Develop a strong voice that reflects your brand’s personality, values, and identity. A strong voice helps your copy stand out and establishes a connection with your audience. It adds authenticity, credibility, and emotional appeal to your copy, making it more engaging and persuasive.
12. Leverages AI tools
AI tools can enhance your copywriting process. Tools like HubSpot’s Content Assistant provide real-time feedback on readability, grammar, and structure. They can suggest improvements, highlight errors, and optimize your content for SEO. By leveraging AI tools, you can save time, enhance your writing skills, and produce high-quality content.
13. Is creative
Don’t be afraid to think outside the box and infuse creativity to craft your compelling copy. Even the driest topics can be made interesting with a creative approach. Find unique angles, use imaginative language, and incorporate clever wordplay to captivate readers. Creative copywriting helps differentiate your brand and build a strong connection with your audience.
14. Ends strong
Craft compelling copy by utilising a strong ending that leaves a lasting impact on your readers. Summarize the main points, highlight the benefits, and create a sense of urgency or excitement. A powerful ending reinforces your key message, provides closure, and motivates readers to take action.
15. Cuts out excess
Keep your copy concise and to the point. Cut out excessive phrases and reword sentences to be more direct. Eliminate vague nouns and unnecessary words. Every word should count in your writing. Strive for brevity without sacrificing clarity.
In conclusion, exceptional copywriting requires a combination of creativity, research, understanding of your audience, and effective communication. By incorporating these traits into your copy, you can create memorable content that resonates with your readers and drives results.
Conclusion: Crafting Compelling Copy That Drives Results
Remember, copywriting is an ongoing process of experimentation, refinement, and continuous improvement. So, keep learning, testing, and crafting your compelling copy to meet the evolving needs of your audience.
If you want your writing to be more exceptional and be more enticing, whether you’re trying to sell and improve your business or want more people to read your copy, we can talk! If you want to write yourself, follow our blog, or we can do it for you, all you need to do is contact us!