If you’ve been doing copywriting for some time, by now you are already aware of the basic principle that lies underneath a copy. If you have a combination of a genuine topic, an understanding of your readers and reasonable writing skills, you’ll come up with a decent piece of content.
But would you rather settle for just something that is decent? If you pay a little more attention to some details and construction of your content, you can easily turn it from decent…to excellent.
So whether you are copywriting for the web, direct mail, sales letters, email newsletter or anything else, you can take it to the next level by incorporating these five simple techniques.
Techniques in Creating Excellent Copywriting
- Be Genuine. One of the most important principles in copywriting that makes your audience read and buy is that it must sound real. Before you can convince people to take your desired course of actions, you must first build and earn their trust. A lot of copywriters put too much emphasis on creating a too formal style of copywriting that it ends up with no life or personality at all. It is better to put too much personality and have it edited later. You have to write with passion and tell your audience what you want to say from the heart. That’s what makes copywriting sound real and genuine.
- Let it Sleep Overnight. This is another important principle that most copywriters neglect. Any copywriting piece can be greatly improved if you let it stay for the night before you post or publish it. You will be surprised when you read it the following morning and find out that there are indeed some parts that need to be edited or tweaked. The result will be an excellent piece of copywriting that is more genuine and flawless.
- Ask your Friend to Read it Aloud. Once you have let your copy sit overnight, it’s time to have someone read it out loud for you. You may have heard this principle time and again because there is a good reason behind it.
- It really works.When you read your copywriting out loud, you easily catch problems on the flow that you may not notice if you read it silently. It’s even better to have someone do it for you because they are clueless with the style and format you have used.
- Writers seldom do this. That is the sad part because reading aloud really makes a difference in your copywriting. This technique is not just for those who want to learn copywriting. It makes any form of writing better.
- Apply the Breath Test. One of the most common mistakes of even expert writers is making too long sentences. Your sentences must be short and concise with only one idea per sentence. Ideally, there must only be 20 words in a sentence. Every additional word after that increases the chances of losing your readers. A simple exercise to test this is the breath test.
- Read the sentence out loud.
- If you or your reader have to pause for breath while reading in the middle of your sentence, that means it’s too long.
- Cut the sentence into two to make it more reader-friendly.
- Use Active Instead of Passive Voice in a Sentence. The action words in a sentence can either be ‘active’ or ‘passive.’ If the subject is doing the action, that is active. If the subject is the recipient of the action, that is passive.
- Passive: This excellent copy was written by the copywriter.
- Active: The copywriter wrote this excellent copy.
It is better use ‘active’ in sentences because it is more direct and energetic. Using ‘passive’ is not always a bad thing though. Just make sure to keep it in minimum.
These techniques may sound simple and minor to you. However, it’s the smallest things that we often neglect to use that really make a difference in your copywriting. Use these now and write your way to excellence!