Copywriting is So Much More Than Words
2. Tell a Story We all love a good story with a happy ending. Make the aim of your story to be engaging and to educate your customer. Why is it that you created that product? Why is it that you are recommending that product? How is it that you started out the same way that your customers started out, and how are you where your customer wants to be? When you weave your story (or tell someone else’s story) into your copy, people’s guards are down. Your customers make the assumption that it is true—and assumptions are very powerful. Make sure you use a lot of descriptive language in your story. A fiction writer keeps the interest of his or her reader by continually building detailed pictures. You should too. Activate people’s imagination and you will activate their emotions. 3. Identify With Them People are self interested—especially in their fears and desires. If you can identify what these fears and desires are; build on those, then you’re going to get their attention and hold their interest. 4. Be Brief Nearly all of us complain about not having enough time. So respect your customer’s time and keep to the point. As one old copywriting maxim goes ‘Your copy should be the same length as a women’s dress. Long enough to cover the essentials, but short enough to keep it interesting.’ While this maxim may be a bit crude to some, like any good copywriting— it gets the message across, illustrates the point and is memorable.