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10 Tips For Effective Copywriting

Updated: Sep 13, 2018

Copywriting is one of the most important aspects of advertising. You can find copywriting everywhere, from billboards, brochures, websites, emails, jingles and social media.

Do these slogans sound familiar to you? You might even be able to recite them by heart and that’s great copywriting.

Great copywriting is hard to perfect but it builds brand awareness, evokes positive emotions, conveys a key message and increases recall for your products.

We have 10 simple tips to help you write compelling ad copies that will engage your audience and create effective call-to-actions.

1. Know Your Audience

Think about what is important to your audience. What are they passionate about? What life stage are they in?

Creating customer personas will help you visualize and understand your customers. When you know your audience, you can write more targeted and relevant ad copies.

2. Determine Your Value Proposition

Why should customers buy your product or service? Why is your product better than your competitors' offerings?

Focus on a key value proposition, especially when creating display and search banners. These banners are generally small and have limited space for copy. Less is often more.

3. Establish A Marketing Goal

What’s the purpose of your marketing campaign? Increase brand awareness or generate sales leads?

You need to be absolutely clear on your marketing goal before you start writing. If you are not clear on your objectives, readers will be confused.

4. Write A Compelling Headline

A persuasive headline will get people to read further. Grab your readers’ attention by using buzzwords such as "New", "Exciting", "Exclusive", "Introducing" and “You”.

Ask yourself this question. If your customers only read the headline, will they know what your brand offers?

5. Avoid Vague Words

When writing advertisement copies, avoid vague words such as “may”, “maybe”, “hope”, “wish”, “try”, “but”, “perhaps” and “strive”. These words only add doubt to your message.

Instead, use words like “will” and “can” to describe the benefits of your products and services.

6. Don’t Use A Passive Voice

Using a passive voice weakens your message. Instead write in the present tense. For example, “We have had 15 new products launched” vs “15 new products”.

7. Include A Customer Quote

Do you have a great customer quote? A brief and convincing quote will add credibility to your marketing campaign. Include your customer's name, city or state or photo to further boost trust and credibility.

"The best advertising is done by satisfied customers." -Philip Kotler, Chicago, IL

8. Be Creative

Don’t be afraid to have a little fun! Use humor in your copywriting to promote your products without being overly forward about it.

9. Keep Your Copy Clean & Concise

After writing your first draft, its good practice to read it out loud. Also, have someone review it to see if they understand the key message and call-to-action.

As you edit your copy, remove unnecessary words and consolidate ideas. Include bullet points and subtitles to make your advertisement easy to read.

10. Double (& Triple) Check Your Copy

Sounds simple, but some brands fail to check their copywriting.

When UOB Bank launched its first ever diamond-embellished card, they failed to distinguish between "Extinguished" and "Distinguished".

While other brands like Chick-fil-A, use poor copywriting on purpose to make their campaigns stand out.

Improve Your Copywriting Today!

Great copywriting is simple and doable. Keeping these tips in mind when you write your ad copies, deliver a clear message and increase conversion rates. Remember that relevant, thoughtful and concise copywriting will make you a better marketer.

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