How to Write Better (Copy for Beginners)

I’m coaching a few copywriters at work and have therefore jotted down a few tips and tricks for budding writers to help them get to the gist of their writing.

Let’s start with the purpose of all good copywriting (drumroll).

To make the reader want to read the first sentence.

Then the second sentence.

Then the third sentence.

Then act. (Whatever it is you want them to do, buy, donate, read more, share.)

It’s as simple as that really, just be captivating and engaging.

Okay, being captivating and engaging isn’t easy and that’s why good copywriting is a true craft. Some people think that putting words together correctly is good writing. It’s not. You need to do more than that – you need to seduce your reader.

There are several tips and tricks to do that. Here are a few:

1. Make sure you have a benefit for the reader. Why should they read your text? What do they get for their efforts? Are you selling something unique? Are they in some way being rewarded for reading your text? Get that across already in the headline!

2. Be enthusiastic! If you’re not excited, how do you expect your reader to be? No tears in the writer, no tears in the reader. No surprise in the writer, no surprise in the reader, as Robert Frost wrote.

3. Be personal. Yup, government style writing doesn’t sell anything but boredom. Talk to your reader as you would to a friend.

4. Be brief. Try to keep one idea per sentence otherwise you risk losing attention. The famous “Elements of Style” (which, by the way, is a must buy for budding writers) says this well with the phrase: Omit needless words. I also like Elmore Leonard’s brilliant advice: if it sounds like writing, rewrite it.

5. Be specific. Don’t say words like “some” or “lots of prizes”. How many? How much? What do you get, exactly? Be honest and specific.

6. Tell a story. People love stories, it makes your words come alive and helps you connect with your reader.

7. Take your writing seriously. Prepare your writing, do your research, read it over two-three times, make sure you’re hundred percent happy. Sloppiness in writing is very off-putting.

8. Let your text breathe. Related to the advice above. Don’t just hit publish or send as soon as you’re reached the “end of the page”. Come back to the text later, preferably the day after, and you will surely see it in a different light.

9. Guarantee something ,but don’t disappoint. If you can promise your reader something – great! But make sure you can back it up a hundred percent!

10. Testimonials are great. There is a reason bestselling books have the first 10 pages or so jammed with positive quotes. People are always looking for fellowship and if someone else likes the book, chances are you would too.

11. AIDA has become AIDCA. Attention, Interest, Desire, Action – is now Attention, Interest, Desire, Credibility, Action. Make sure you’re honest and come off as reliable.

12. Add a deadline. Create sense of urgency. “Act now within 24 hours and get…”

13. Be convincing. Believe in what you say. This is closely related to being specific.

14. Read it out loud. This is great for detecting problems with rhythm. if you’re at work, book a meeting room.

15. Ask yourself questions/doubts your customer might have about your sales argument. They could for example be: “I don’t believe you; I don’t need it; I don’t have enough time; I don’t have enough money; It won’t work for me.” Meet them in your text!

16. Read books about copywriting. Maybe you learn something new, maybe you get a vital reminder.

17. Read and write a lot. Stephen King writes in his book “On Writing”, “If you don’t have the time to read, you don’t have the time or tools to write.” Spot on.

18. Stay up-to-date with current events. This will enable you to get fresh ideas and better relating to your customer.

19. Why not read up on sales techniques, the art of persuasion, consumer psychology?

20. Show, not tell. Chekhov said it well: “Don’t tell me the moon is shining; show me the glint of light on broken glass.”