When it comes to copywriting, you don’t need to say these things over and over again out loud, however, you do have to keep them in mind even before your fingers hit the keyboard.
- Begin writing with empathy. You have to care about your customers.
- People aren’t targets. They’re your audience.
- Even the most complex products have simple benefits.
- Sometimes it’s ok to use jargon, sometimes it isn’t. Know the difference.
- People like to be informed and entertained.
- If you can still answer the question “so that the audience gets?” about the product, you haven’t found the key promise yet.
- It’s ok to sell as long as you’re telling the truth.
- Have conversations with your clients.
- A good About Us story means your client’s competitors simply cannot slap their logos on it.
- Have a reason for every word.
- The less copy you’re allowed in the piece, the longer it takes to write it.
- Most people can’t fill out a creative brief but they can speak beautifully about their business.
- Respect your clients or get new clients.
- If you can make the sentence shorter, do it.
- If you can’t scan through your copy, neither can your audience.
- Copy is a visual element.
- Copywriting is closer to speaking than it is to English class.
About the author
Karen is a freelance San Francisco Bay Area copywriter that can help you get more sales, more leads, more subscribers and more awareness for your brand and business.
Whether you’re local, across the nation or across the globe, she will give you solutions that help you succeed and drive your customers to take action.
From direct marketing to big ad campaigns, she uses the right words in an engaging, persuasive way (that’s copywriting) to get you leads, new customers, and repeat customers who buy again and again.