If your headlines are weak, then so is your content. To avoid this, create a simple statement that makes a gigantic impact.
Wordplay. Puns. In-jokes. We all love them. However, our clients don’t. These are different from craft, which our clients truly appreciate.
Instant communication with a huge benefit – that’s what makes big ideas work and those big ideas keep our clients coming back for more.
Great copywriters are obsessive students of their topics. If you’re writing copy for a science lab, know your DNA from your RNA; if you’re writing for a law enforcement agency, know the difference between an arrest and detainment. Whatever topic it is you’re writing, just know as much about it as you can.
The masses are your audience and your audience needs to know you value its opinions. When you both understand and respect your audience’s needs, you achieve a precarious balance that allows you to create the perfect product and think like a publisher.
Experiment, test the limits, but always understand this: writing that stimulates a specific, desired behavior is winning; anything else is failing.
Use imagery, personality, humor, great formatting, big ideas, and throw in some controversy for a little rumble – that’s how you garner attention, provide excellent advice, and ultimately make content both interesting AND readable.
It seems like we’re always reinventing the wheel, whether we set out to do so or not. The great thing about these pieces of advice is that they assure us we don’t NEED to reinvent that circular thingy that goes round and round. Instead, they teach us how to create our own versions of the wheel that work best for us–and our customers.
Original Post: 7 Things the Great Copywriters Wish You knew (from Sonia Simone)