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(Part three of ‘Effective copywriting: the basics‘.)

Copywriting is writing that does a job. You have a job, too, and the chances are that writing is just one of the tasks that competes for your time. Effective copywriting, then, is also an efficient process: doing as best as possible in the time available. Strangely enough, that involves thinking like a Saxon.

Not that Saxon.

“What stops you from creating good content?” That’s one of the questions I kick off web writing workshops.

How do these answers match your own experience?

“It’s strange – enjoy the idea of writing, but I often find it really hard to start. I stare at a blank screen for a while, then procrastination kicks in. I end up doing a rush job that I’m not happy with.”
“To write well I need to concentrate. Every time I’m interrupted it’s like I have to start all over again”
“I just can’t let go – I tweak and tweak what I’ve written, sometimes replacing good stuff with worse… Very frustrating.”

These comments raise three simple issues: how to start writing; when to stop; what to do in between. Easy.

Write down your call to action

This is simply the single best way to get started on a piece of persuasive writing. (Read part two for a reminder on what a “call to action” is.)

Just do it.

You’ll be surprised what a difference it makes.

Write down all the facts

Instead of a blank screen or a blank sheet of paper, you should now have:

• who
• what
• where
• when
• how
• how much

And something like:

• “Ring 020 xxxx xxxx to book now”

Brilliant. Almost done.

The key is not to wait until the whole piece has taken perfect shape in your head. Start writing early, and edit often. That’s the secret.

Arrange what you have into AIDA

Attention, interest, desire, action. There’s more on this in part two.

Now apply the Seven Transformations®™

The “seven transformations” are seven ways to renovate your writing. They are seven qualities of punchy, lively, reader-orientated writing.

Me -> You

Don’t leave it to the reader to make the connection between what they need and what you or your organisation are offering. Go through what you’ve written a replace a “me” statement with a “you” statement.

We have tennis courts, a rumpus room, and full canine psychotherapy sessions.

…becomes…

Play tennis, lark about in a rumpus room, or fix your dog’s psychoses.

Features -> Benefits

Similarly, don’t leave the reader to work out what’s in it for them. Go through what you’ve written and change features into benefits.

A feature is some aspect of a product or service - a map in a travel book, for example. A benefit is what need or desire the feature fulfils - avoiding stress, for instance.

Every route is accompanied by a detailed colour map

…becomes…

Detailed colour maps make it easy for you to find the right turning, so you can relax and enjoy the view

Now there is a clear and powerful connection between a great feature and what it can do for the reader.

Remember, appeal to everyone and you appeal to noone. The most effective copywriting targets a single audience with a single creative idea. Don’t squander your time and energy chasing marginal prospects.

This is where preparation on personas comes in most handy.

Negative -> positive

Go through what you’ve written and remove words that start with “dis-”, “mis-”, “un-”. They subtly undermine your message.

You won’t be disappointed

…becomes…

You’ll have every reason to be pleased

A bit corny, but the principle is there.

Passive -> active

Passive:

Sir Cecil was summoned by the Queen

Active:

The Queen summoned Sir Cecil

Write in the active voice and your writing is immediately more punchy. It sounds like something is actually happening. It is also more concise. Online, it’s good practice to stick to the active voice as much as possible, so run through what you’ve written and swap passive for active.

Timeless -> urgent

Why should the reader act now? Will an event sell out? Is a special offer valid this week only? If it is, make sure you say so. If you inject urgency into what you write, response rates will go up. Which is why, of course, you see so many “This week only! Ending soon!” messages. You needn’t shriek - a subtle signal will do.

General -> specific

Add specific names, numbers, locations, and photos.

The guide contains real-world examples about supporting ICT in voluntary and community sector organisations.

…becomes…

Chapter six will show you how a small Lancashire charity developed an ICT strategy on a tight budget so…

You will find what you write is instantly more concrete and credible.

Flaccid verbalisations -> Saxon words

Remove limp words and nominalisations, and replace them with earthy Saxon alternatives. The biggest culprits in saggy writing are words ending in “-tion”. Swap them for physical and concete words. The punchiest words generally come from Anglo-Saxon rather than Latin or Greek.

• Completion -> end
• Introduction -> start
• Profusion of -> plenty
• Afford an opportunity -> let

Here are a few other limp words and phrases:

Immediately… Contains lots of… Aims to address… Serve as a reader for… Accessible… Acquaint yourself with… Beneficial… Quite… Please find enclosed… In relation to… Offers… Completely revised and updated… Really… At no cost… New and comprehensive study… Comes complete with…

This doesn’t mean you have to dumb down. It means that clever and persuasive thoughts are better served by simpler words.

The Plain English Society have an excellent A-to-Z of Alternative Words.

Test for quality

The final task is to know when to stop.

• Call to action: have you said it or skirted around it?
• Key facts: have you included all the key facts? (contact information, price, ISBN, map…)
• What’s in it for the reader: will your reader definitely understand what the benefits?
• Proff reading: have you spell-checked, read it backwards, read it aloud, made someone else read it?

If you have, you’re done. Good luck!

You’ve reached the end of part three of ‘Effective copywriting: the basics‘. Thanks for following along.

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