For part of my job, I write copy. Copy is a word for content (spoken or written or shown) that makes people want to buy something. Here’s a better definition.
Copywriting sounds shady, right? No one likes being sold to and it seems manipulative to make people want something. But what if you moved to a new city and you needed, for example, a photographer. Maybe you’re scrolling through facebook and happen to see an ad for a photographer- it’s visually pleasing, well worded, and offers 15% discount on your first session. Or maybe you google photographers in the area and a blog post pops up with photos from a recent shoot. That ad and that blog post- that’s copy.
The businesses I work with have different goals with their copy:
- To rank well in search engines
- To be found by new customers
- To maintain a good relationship with current customers
The big goal here is to add value to the lives of our customers or potential customers.
I haven’t been writing copy for very long and I’m still learning and testing out new things, but here are 4 things I try to keep in mind while I’m writing copy.
If you don’t care about what you’re saying, neither will the audience. Even if what you’re writing about seems dull, see if you can find some part of it that you find interesting or exciting.
Do your research
In my position, I’m often writing as if I’m the business owner. So I make sure that I Google anything I’m not sure about and if I need to, I’ll ask my employer to clarify something. Misinformation breeds distrust.
Be personal and don’t be salesy
You can be professional and still connect with people. And try not to think about selling. I have a tendency to get into a selling mindset and just think “PROMOTE.” This makes you sound like a robot. The point is to give people something they want or need.
Always reread and check your grammar
You should be doing this anyway, but it’s especially important when you’re representing a company. I use Grammarly for grammar problems and if there’s a piece that’s really important, I like to send it to another writer for feedback.
There are many other things that go into writing good copy, but these are the most important to me.
If you found this helpful (or would like to argue one of my points) you can leave a comment down below! I love hearing from you guys.