3 Secrets to Great Copywriting

by Kristen Fischer

Effective copywriting involves much more than knowing how to write well. It’s about organizing information in a way that makes it easy and engaging for readers—then using your writing chops to make the content irresistible.

Without giving away all of my strategies, here are a few of the tactics I have used to produce content for clients.

  • Start your page in phrases. One of the biggest challenges my clients tell me they have when trying to write is that they give up after staring at a blank page. A blinking cursor can be intimidating—not to mention uninspiring. Instead of striving to find the perfect words off the bat, jot down a few notes about the overall message you want to convey…literally put it into bullet points in your document Then build the content from there. When I wrote content for Georgian Court University, I thought about the “gist” of each page first. What do you want the reader to come away with? Once you write those notes down, it helps you write the content instead of focusing on “How will I start?” Save an amazing introduction for later if it doesn’t come to the top of your head off the bat. Get the “meat” of the page in writing, and then build in your introductory paragraph, additional content, headers, and calls to action around that. About half of the projects I complete begin with bullet points in a Word document.
  • Compel the reader to take action. Spouting off a product’s services or the benefits of a service isn’t enough to get results—you have to demonstrate to the reader why they need a product or service. I recently wrote content for a boat company, and it was vital to discuss what a potential buyer could do with that boat—not just list details about the boat’s motor and cabin. Before going into too much detail, show the reader in a very applicable way why they need the product and should consider it. Then give them tools to get more details. Build your case for needing the product/service first.
  • Use headers. Assume that the reader may not read all of the copy on your page. If a reader quickly scans your page, what will they take from it? Nothing if you don’t have at least a header!I stumble upon many pages of print and website content that are just that—content. Add at least a page header and a subhead to break up the content so your users knows what it’s about without ever reading a paragraph. Hopefully then they will go on and read your awesome content.

Have a copywriting project you’d like to hand off? Contact me to discuss your copywriting needs!


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