A wise copywriter once said, “People buy holes, not drills”.
The point being, of course, that when someone buys a drill it’s because they want a hole. And that’s a crucial point. Because if you try to sell someone a drill it’s essential to remember that the most interesting points to entice a [...]
Sometimes it pays to get emotional. People are often driven by their emotions and it’s worth understanding this when marketing your business.
Can your products allay fears or reassure the anxious? Copywriters often use envy, status anxiety and guilt to play on their audiences’ emotions.
While I don’t agree with some of the manipulative methods employed [...]
Jargon in this case means terminology that is particular to your industry. So jargon is any kind of language that might not be understood by your reader.
But, to be honest, when I think of jargon I’m really thinking of something much worse: management speak. Things like:
going forward
deliverables
paradigm
eventualities
synergies
incentivise.
These are awful, evil words that you should only [...]
Editing is a crucial part of the writing process. But editing does not just mean removing words, or attempting to make a piece of writing shorter. You should look to remove unnecessary words. The part of editing that requires the most thought is deciding exactly what is necessary and what isn’t.
When writing, always keep in [...]
Autobiographies are fine for the famous, but for everyone else it’s probably best to cut yourself out of your copy. So if your copy begins anything remotely like:
“We at Jazzclapper Bargain Drains are the best drain supplier in the world. We offer three hundred kinds of cast-iron drain and we are renowned world-wide [...]
I’m going to be posting a series of copywriting tips that should help anyone who writes copy. These are simple tips that aim to make your copy more readable, more persuasive and more effective at selling. I’ll publish one a week, so check back regularly for more free advice in the coming weeks, or plug [...]