Writing an amazing copy requires the art of creativity. Why? It’s a form of art that requires creativity and a sense of uniqueness that only comes from mastery and knowledge. Creativity copies allow you to create content that’s not only practical but rather inspiring to the reader. Without creativity, the copy will result in negative responses.

Here we will explore six key characteristics of amazing copy that sells.

Focus on “YOU” not “We.”

To achieve an amazing copy, it is essential that you understand what differentiates your brand from the competition. Before you write copy for your piece, you need to address your customers by focusing on you, rather than we. Your copy should speak directly towards your target audience in a way that benefits them, not you. Instead of saying “we can deliver our service within 24 hours” you can simply put “You can receive our services within 24 hours.” While the first copy focuses on the quality of service of your business, the second one concentrates on the benefits of the customer by speaking directly to them. This makes it more personal and more useful.

Adds Connection

Let’s say you have to write a copy for a new smartphone. You could write about the latest updates and features of the phone and describe its modern design. Or, you could skip that and draw the connection between the user, product, and experience it gives.

Understand the goals for that copy. What does the reader get from the device? What makes this smartphone different that the others? How you write your copy depends on your goals for that promotion. While it may not focus on the marketing plans and strategies, here are some objectives you need for an effective copy:

  • How will it generate leads
  • Raise awareness and share information
  • Communicate special offers

Remember the first key to copywriting – your service is less important that its ability to satisfy your customers’ needs.

Answer your target market’s question of “What’s in it for me?” Don’t waste your time and money with an ineffective copy that won’t clearly tell your customers what they’ll get with your service or product.

Provides a Great Lead

Write eye-catching headlines or leading sentences that give readers exactly what they want. Bring attention to new products, services and experiences.

Create leads that make you want to read the next line or keep searching for more. The primary goal of the first line is to get you to keep reading. Basically, if your headlines don’t interest your readers, the entire copy won’t either.

Set From Listening

Blend, A small smoothie shop in Melrose is planning to franchise another store in the area. For some people, this might seem like a crazy idea especially when there’s a Jamba Juice nearby in every 5-mile radius.

So what would Blend have to keep them in the competition?

The understanding of their target audience. Before launching its new shop, Blend did a ton of listening to the needs of its primary market. For many of Blend’s target market, finding a healthy smoothie shop that offers quality ingredients and costs nearly half the price of Jamba Juice includes all the added benefits.

By providing their audience with what they’re asking for at a fraction of the expense of their competition, people were more likely to visit them instead of their competition. Why? Because it saves customers money while provides the same, if not more benefits.

The copy in a campaign must reflect that type of understanding.

Avoid Hyperbole and Jardon

Revolutionary. Best-Used. Groundbreaking Research.

Do these words interest you? Not quite. When writers struggle to enhance that is unique about their service or product, they tend to fall back on the most commonly used jargon or hyperbole that was once attractive, but it’s now flat out boring.

The truth is, writing a fantastic copy doesn’t require a full-on dress up. An effective copy should speak to the reader in natural terms. This doesn’t mean you shouldn’t celebrate your brand’s achievements or awards. It means you should just be direct in a way that explains your success.

Skips the Excess

A great copywriting gets straight to the point. This means skipping the excess phrases and writing your content in the most direct sentences. An ad should have no more than eight words as this is the maximum that the average reader can read in a single look-over.

Reduce the verb phrases to single words and avoid vague nouns. They add too much clutter in copies.

What do you consider are the best characteristics of an amazing copy that sells? Comment below and let us know what you think.

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