The Best Copywriters Keep It Simple
“If you want to achieve results of the highest magnitude, it is better to start now than delay or to never begin” or “Just Do It.”
Imagine if Dan Wieden, the creator of Nike’s iconic tagline, had pitched the former rather than the latter. The use of extravagant and exceedingly long words in writing is defined as Sesquipedalian. That’s a mouthful. Good copywriting shouldn’t be.
Keeping it simple connects with your audience. Longer words can be confusing and using them doesn’t make you look or sound smarter.
There’s even research to back this up. A study at Princeton University by Daniel M. Oppenheimer, published in the journal Applied Cognitive Psychology found that readers perceive writers who are wordy as less intelligent than those who use simpler vocabulary.
How can this help you when it comes to your business? In a fast-paced, information-overloaded world, customers don’t have time to decipher complex language or figure out what you are trying to say. They want easy-to-understand information that they can act on quickly. That’s why you need to keep your copy simple.
This blog explains why:
- Meaningful messages connect,
- Simple messaging succeeds, and
- Creating both takes time and talent.
To get started, let’s break down what copywriting is.
Copywriting: the Text Form of Salesmanship
Copywriting is the art of persuasion through writing. To write copy that sells, you need to understand what your customers want and how they want it delivered. Powerful copywriting drives emotional responses like passion, curiosity, urgency, need. The best copywriting uses the least amount of words to deliver the greatest impact.
Here’s an example. Tech giant Apple’s copywriters helped create the buying frenzy of the original iPhone with the repeated use of four words. The 30-second commercial aired in February during the national broadcast of the 2007 Academy Awards. It featured back-to-back takes of famous actors on a phone saying, “Hello.” The word is repeated 15 times throughout the ad. The final clip is of an iPhone with the words “Hello” and “Coming in June.”
Credit: First Official Apple iPhone Commercial Released in 2007
It was attention-grabbing and it sparked the viewer’s curiosity. The ad was so successful it helped Apple sell 1.4 million iPhones in the first 74 days after its release.
The takeaway? Copywriting can sell your product or service. Want to drive more consumers to your business? Say it better. Be compelling. Deliver the goods.
Connect With Your Customers Through Compelling Copy
In a digital age where attention spans are shorter and competition is fiercer than ever, the power of good copywriting cannot be overstated. It’s the key that unlocks the door to your audience’s hearts, minds, and wallets. Effective copy has the potential to build bridges between businesses and their customers, fostering connections that go beyond mere transactions. Let’s delve into why mastering the art of good copywriting is crucial for establishing and strengthening these vital connections.
Captivating Attention
The first and most crucial task of copywriting is to grab attention. In a world inundated with information, a captivating headline or opening sentence is your best shot at standing out. A well-crafted piece of copy can entice, intrigue, and prompt the reader to continue engaging with your content.
Building Trust and Credibility
Trust is the cornerstone of any customer-business relationship. Good copy not only informs and persuades but also establishes trust. Whether it’s through demonstrating expertise, showcasing social proof, or simply maintaining a consistent brand voice, well-crafted copy contributes to building credibility, which is fundamental for fostering trust.
Conveying Value
Good copy isn’t just about fancy words – it’s about communicating the value your product or service brings to the customer. It’s not just about what you’re selling; it’s about how it solves a problem, meets a need, or fulfills a desire for the customer. Articulating this value in a compelling and relatable manner is a cornerstone of successful copywriting.
Optimizing for Conversion
Cpywriting often involves elements of SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization). Crafting copy that not only speaks to your audience but also aligns with search algorithms and conversion tactics is a skill that can significantly impact your online presence and business.
Stirring Emotions
People make decisions based on emotions, and good copy taps into this truth. Whether it’s joy, fear, excitement, or nostalgia, the right words can evoke emotions that resonate with your audience. By striking an emotional chord, copywriting can influence perceptions and inspire action.
Creating Consistency
Consistency in messaging is crucial for brand recognition and trust. Good copy maintains a consistent tone, style, and brand voice across all channels, reinforcing the brand’s identity and making it easily recognizable.
Driving Action
Ultimately, the primary goal of any copy is to persuade the reader to take action. Whether it’s making a purchase, signing up for a newsletter, or sharing content, the art of persuasive writing can move your audience from passive readers to engaged customers.
How to Be a Copywriting Closer
Smart copy gets your attention, holds it, and moves you to action.
Here’s how it’s done:
Start with your headline – A good headline is a hook that grabs your attention and makes you want to read more. Follow the four U’s of headline writing:
Open your headline with the best benefit of your service or product.
Tell a story – Stories are a powerful way to connect with readers. They create an emotional response. Use storytelling to paint a picture of how your product or service can help solve a problem or improve someone’s life.
Use power words – Power words are emotion-packed and can help you write persuasive copy. Examples include:
Focus on the customer – Strong copy always keeps the customer front and center. Write from the perspective of the customer. Focus on how your product or service benefits them.
Find the passion – Use emotional triggers in your copy to create a connection with readers. Emotional copy is more likely to lead to conversions because it speaks to people’s needs and desires.
Keep it simple – Make every word count. Use short sentences and avoid industry jargon. The goal is to make your meaning crystal clear so that anyone can understand it.
Be a closer – Tell your reader what you want them to do next – buy a product, sign up for a newsletter, or click a link. Be clear. Be concise. Provide a benefit.
How to Find Good Copywriters
A professional copywriter brings continuity and consistency to yourr messaging. Search for an experienced writer who understands your needs and is as passionate about writing as you are about your business.
Here is where to look and what to consider when searching:
Use a content marketing agency – A content marketing agency can help you with all aspects of your content marketing, including copywriting. A good agency is capable of creating a consistent brand message across all your advertising campaigns, social media, press efforts, and beyond. An experienced agency will have a portfolio of past work you can view, as well as client references to talk with.
What to look for in professional copywriting services:
- Is the copywriter a good communicator? The answer seems obvious, but you want to ensure that your writer inspires you to be your own customer.
- Are they asking insightful questions about your needs, services, or products? Do their questions engage you, make you think, or inspire you?
- Does the copy they create capture your brand voice and personality? A good copywriter finds your business’s personality and brings it to life for others. A good copywriter brings continuity to your brand. From past projects to new ones, a seasoned writer gives your copy one voice.
- What is their process like and how does it compare to yours?
• Do they like to brainstorm over the phone, in person, or through shared documents?
• How often will they check in with you during the project?
• How do they handle revisions? - Are they a good fit for you?
• Is the copywriter able to work with your schedule to meet your deadlines?
• Are they easy to get in touch with?
• Do you enjoy interacting with them?
Let us help you take your business to the next level with compelling copy.
We are a friendly and affordable turn-key marketing agency with lots of copywriting experience. From website design and boosting your Google rankings to creating your print collateral and ads: we do all things marketing. We specialize in helping small businesses play big.
