We recently asked our Copywriting Team to share some of their best practices for advertisers.
Here’s what they had to say:
Simple copy is generally the best copy. Write with verbs and nouns. Go light on the adjectives. Keep your sentences short, direct and to the point. The focus when writing copy should be to get information across to readers and to keep them interested and engaged, not to impress anyone with your vocabulary skills.
The confused mind says no, so be ultra clear when describing promotions, events, products or services. Avoid vague language or generalities, and be as specific as possible, while keeping things simple, per the previous tip.
When you have a killer deal to offer, you most likely feel thrilled about it. So, you infuse copy with exclamation marks to convey the feeling. Rookie mistake. While a few exclamations are fine, especially if it lines up with the brand’s voice, too many clutter the copy and make the message feel forced. Instead, use precise language to truly show readers what they should be excited about.
Writing effective copy is, in large part, about knowing who you’re writing for. What does your target audience struggle with? What solutions can you provide? As a copywriter, you need to know precisely what their problems and struggles are so that you can then present a way to fix them. Whether you’re speaking to moms in the midwest or business professionals in Northern California, the language, tone and subject matter will vary significantly depending on who your audience is.
Whether it’s the best-kept beauty secret of all time or a money-saving promotion, always highlight why readers should care enough to keep reading. A great way to do this is to translate each detail of a product or promotion into a benefit for the client. Benefits can include cost savings, brighter skin, more energy, and so on.