What is copywriting?
The new Rolls-Royce went like hotcakes after publishing this copy: “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.”
Wait!
Reread the sentence in quotation marks.
That was a copy. The sentence you read is actually one of the most memorable copies in the history of copywriting.
But what is copywriting?
Copywriting is the art of writing persuasive and engaging content that can be used for marketing purposes in various forms, including advertisements, websites, social media posts, emails, brochures, and more.
It is the art of using words to engage and persuade an audience to take a specific action, such as making a purchase, signing up for a newsletter, or visiting a website.
Copywriting is the art of playing with words. A good copywriter instead of bragging for hours about the products he’s trying to promote uses concise sentences to make a picture in his audience’s mind, engage their feelings, and make the product more memorable. David Ogilvy, the writer of this copy could have simply said The new Rolls-Royce is a very quiet car.” but instead he used different wording to convey the same message. Only this wording offers readers a sensory experience of the power of the Rolls Royce motor.
Words are powerful. They can heal. They can destroy. They can sell. They can do anything as long as you know how to use them. To use words better and write better copies you should know what makes a copy good. The list I’ve compiled below can help you figure that out.
1.A good copy is clear and concise:
One of the most important traits of a good copy is clarity. A good copy should be easy to understand and get straight to the point. It should not be filled with jargon or unnecessary words that confuse the reader. Instead, it should communicate the message clearly and concisely. Nike’s “Just Do It” campaign is a perfect example of a clear and concise copy. The three-word slogan conveys a powerful message that resonates with athletes and non-athletes alike.
2. A good copy is authentic:
Authenticity is another key trait of a good copy. A good copy should reflect the brand’s values, personality, and voice. A copy that feels genuine resonates with consumers on a deeper level and builds trust in the brand. Dove’s “Real Beauty” campaign is an excellent example of authentic copy. The campaign challenged traditional beauty standards by celebrating real women with diverse body types.
3. A good copy is engaging:
A good copy should be engaging and capture the reader’s attention from start to finish. Whether it’s through an intriguing headline, captivating visuals, or interactive elements, an engaging copy keeps the audience interested and encourages them to take action. Coca-Cola’s “Share A Coke” campaign is a great example of engaging copy. The personalized bottles encouraged consumers to share their Coke with friends and family members, creating a buzz on social media.
4. A good copy is memorable:
A good copy should be memorable and leave a lasting impression on the audience. Whether it’s through catchy slogans, memorable taglines, or iconic visuals, a memorable copy sticks in people’s minds long after they have seen it.
McDonald’s “I’m Lovin’ It” campaign is a prime example of a memorable copy. The catchy jingle became synonymous with the brand and has been ingrained in pop culture for years.
5. A good copy tells a story.
Your copy can open up a place in your audience’s mind if it tells a story. Storytelling is the best way to get close to your audience. To engage them on a deeper level. To connect with them. You may be wondering now how it is possible to write a concise story. So to remove your doubts take this famous 6-word story from Hemingway. It’s not a copy but God it could sell!
“For sale: Baby shoes. Never worn,”
In conclusion, several key traits make up a good copy: clarity, compellingness, authenticity, engagement, and memorability. Having these traits in mind plus practice can help you write better copies.
