Copywriting for Business - why it's essential for businesses of all sizes.
Chris Taylor - Content Strategy and Content Marketing

Chris Taylor

13 tips for better copywriting

Follow these copywriting tips if you want to write a more compelling article. Remember, copywriting is the art of writing persuasively with the intent of driving an action. Therefore your writing should focus on your desired outcome.

1) Less is more

When it comes to your opening headline and paragraph, less is more. Your first line is the most important on the page. Keep working at it until you are happy and then revisit it later.

Make your slogan stand out. Don’t explain it. If you have to, it’s not going to work.

For example, this is how Asana’s doing it:

Asana The easiest way to manage team projects and tasks

Heading 1: "The easiest way to manage team projects and tasks".

Heading 2: "Why use Asana? Because only Asana's Work Graph data model gives teams everything they need to stay in sync, hit deadlines, and reach their goals."

2) Benefits v features

Everyone wants to know how your product or service will benefit them. Features are great and all, but it’s the benefits that sell. Do you remember the iconic iPod ad?

iPod. 1,000 songs in your pocket

“1,000 songs in your pocket”.

This is value based messaging.

3) Use an active voice

“1,000 songs in your pocket” instead of “you can store up to 1000 songs on your portable MP3 player.”

Remember, less is more.

4) Be commanding and instill confidence

It’s how you convert. “Join our community” instead of “signup to the newsletter”.

5) Write how your customer talks

This is one of the hardest parts of writing. But it forces you to think like the person you’re writing for. If possible, avoid jargon, unless it’s relevant to your audience.

Think and act like a customer.

6) Find the friction. Solve the problem.

"Banking made easy" – Monzo.

It’s benefits v features again. Find your customers pain points and solve them.

7) Be honest

Create a human connection. Inject your own personality. We’re not robots, so don’t write as if you are one. And you’re not writing for robots, so write for humans. They’re people too 🙂

8) Write a compelling headline

Do you know the value of your LinkedIn content?

You want to create desire and promise value as early as possible. But, remember to keep it honest. No one likes a liar.

9) Write calls to action with a calls to value mentality

Customers want value. Use “Save my seat” instead of “register today”.

10) Write short sentences in a structured way

People like to skim. Make it easy for them. Use headings and images to break up your text.

11) Write a story

A story has a beginning, middle and an end. Your copy should read like a story. Build the drama and close with action.

12) Be specific

When working with numbers, be specific. It’s 76.4% of respondents said… Don’t say over 75%.

13) Call out the customer you serve

Create that personal connection by talking to your desired audience: “Supplying bakers for 30 years.”

What do you think?

There are many other ways you could improve your copy, but these are the ones that stand out to me. I’d love to hear your copywriting tips. Reach out to me on twitter or LinkedIn.

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