Secrets From A Copywriter (5 Tips For Better Writing)
No matter how good you are at what you do, one of the most important career skills is to communicate in a way that inspires people to say “YES”.
I know this because I made the switch from journalism to marketing six years ago, and writing is the one skill that never fails to help me produce results.
Writing simply and effectively has helped me:
- Reach over a million people (and counting) through my roles in communication and marketing across the media, health, and finance spaces.
- Work alongside extraordinary industry female leaders like Gemma Cernuda and Cary Carbonaro.
- Generate a steady stream of content for my blog, with viewers in 105 countries.
I tell you what though.
English is my third language (after Spanish and Catalan), which means that I’m always learning how to improve my writing, and stay fresh and creative.
The question is: What’s the best way to make all this writing more compelling, more genuine and more persuasive?
Good copywriting can benefit you, even if you're not a writer
Your copy is any piece you write that has to do with your business, or you as a brand.
Think of the words that you write in your email, on your blog post, your Instagram, Facebook, Twitter updates, your bio, your about page…
But you know what else?
Your copy is oftentimes the only thing that determines whether or not people pay attention to you and your message.
That sounds like a lot —which is exactly why I wanted to help.
I sat down with one of my most trusted copywriting colleagues, Aoife Crean, to come up with 5 fail-proof tips to write great copy, even if you’re not a “good writer”.
Take it away, Aoife!
5 Tips For Better Copywriting
Here’s a look at the secrets to copy that’s powerful, persuasive and — a genuine expression of your unique voice.
1. READ AS MUCH AS YOU CAN
It’s important to read to inspire your writing.
Build new vocabulary, learn expressions you haven’t used before - it’s a must to keep your copy fresh.
In my case, I live in a non-English speaking country so it’s even more vital for me to read in my native language in a wide range of styles!
Your breadth of vocabulary will be your toolkit when creating content with punch.
2. FIND THE BALANCE BETWEEN QUALITY PROSE AND SEO-FRIENDLY COPY
I’m pretty old-school when it comes to writing, to be honest, and believe in the power of well-written and creative copy.
But digital times call for a different approach to content, in which online rankings dominate, so you’ll need to be flexible.
3. GO NICHE
I’ve learnt from experience that you need to focus your efforts as a writer.
Pick a sector, industry or market that you love, or where there’s a dearth of good content and go for it.
You’ll be much more credible if you don’t claim to be expert in everything.
4. DON'T TRY AND REINVENT THE WHEEL (EVERY TIME)
There will be days when you won’t feel as inspired as others, so know what works.
Keep a log of the formula for a killer headline, do a little research as to why some texts work better than others, and use your tried and tested system as a fall back plan when faced with a blank screen and a touch of writer’s block.
Happens to the best of us.
5. REPURPOSE OLD CONTENT
Data is there to help, so whether you’re writing for yourself or others, use the analytical tools on offer to tighten your text for optimum results.
Add keywords, a paragraph here and there and polish so it’s more relevant and goes further.
Bringing It All Together
The takeaway here is that copywriting is everywhere.
And if you’re still reading, you owe it to yourself to communicate powerfully, and make the impact you expect to make.
You have the control to make sure that your thing, whatever it is, gets the attention that it deserves. So start with the tips above and improve your copywriting a little bit each day.
You have nothing to lose and everything to gain.
Cheers to better writing!