Written by David Domzalski
Have you ever been distracted from an article by a clever advertisement? Or been surprised to find you read a report all the way through and were actually entertained?
If so, then you have experienced the phenomenon ofĚýgood copywriting. This is a skill used heavily in marketing but also leveraged in other industries. Done well, it should come across as flawless and effortless. But don’t be deceived: Crafting compelling and concise copy is harder than it looks.
Whether you’re a marketer or copywriter who wants to improve the quality and speed of your output, or you specialize in a different field, like SEO, but recognize the value of good writing, the followingĚýcopywriting tipsĚýcan help.
We’ve all heard the stats around attention engagement. Some reports claim you haveĚýĚýto snag your target customer’s attention. Others put it atĚý. Either way, you have to move fast.
That’s whyĚýyou need a great hook. Something concise that draws your reader in and makes them want to keep on reading.
OK, but how do you write a hook? Here’s where to start:
Of course, a good hook will only get your readers through one or two paragraphs. Here’s what to do next.
Great copywriting includes great storytelling. It’s as simple as that.
Stories are what bring copy to life. They give readers something to connect to, and that is how a relationship is built. You want your current and potential customers toĚýfeel somethingĚýwhen they read your words. This not only cultivates a sense of satisfaction in readers but also encourages them to, you guessed it, keep reading.
There are two ways I uncover and develop the best stories: the story archaeology process and the IE3 method. Let’s define both and see how you can use them.
Story archaeology can take one of three pathways:
Once you’ve identified stories you can use, it’s time to leverage them to foster a connection with readers. There are four ways that I’ve found work best, and they make up what I call theĚýIE3 method:
Now, just put it all together. Use your hook and keep them reading. As you do, reveal a great story and make sure it hits on at least one element of IE3.Ěý
Then, watch how your audience reacts to your copy!
Artificial intelligence (AI) has been dominating conversation in most industries these days, with more than a few people worried about how it willĚýaffect their current positionsĚýand long-term careers.
The same is true with copywriting and marketing. Further, it is becoming readily apparent that AI copywriting tools could make a writer’s role even easier. But not the way you might think.
On its own, AI-generated copywriting has aĚý. So, rather than rendering writers obsolete, AI can be used toĚýexpedite the overall process. You can use it to generate outlines for blog posts or social media copy, assist with research, optimize for SEO and even create copy ideas for anything ranging from podcasts and videos to webinars and landing pages. Then, you buckle down and do the work of actually writing.
After all, customers want thatĚýhuman touch. We already get annoyed when a human being doesn’t answer the phone. Do we really want more of the same with our content and advertising?
Besides, if everyone is pulling from the same AI data, content is poised to become pretty boring and homogenous. Your own stories and experiences are what set you apart; they are your greatest asset as a copywriter!
“Tell me a story.”Ěý
That’s what my director would always tell me when I wrote a report. This was an audit report, mind you.
It wasn’t work I was used to “telling a story” with. However, my director wasn’t talking about just any story.
I was toĚýtell a story with our findings. She wanted me to use the data we uncovered to paint a picture and provide a solid basis for our recommendations.Ěý
Storytelling was a crucial element in my auditing career. UsingĚýplain language to describe complex programsĚýand convey in-depth concepts allowed a variety of stakeholders to use (and understand) what we did.
This same is true in many other industries as well. You couldĚýuse storytelling in healthcareĚýto describe how a specific diagnosis was made in a patient’s journey.
What aboutĚýarchitecture? You could tell the story of the idea behind a building and encourage readers to lean in as you break ground.
As you see, copywriting and storytelling can be used as a way to “sell” your work to readers in any industry. It’s all in the way you convey it.
In this case, for example, I’m selling you copywriting tips and information that I hope will help you in your career. And I must’ve done something right, because you made it to the end.
If you’re looking to become a better copywriter, °®ÎŰ´«Ă˝ can help. The University offers aĚýBachelor of Science in Communication degree and aĚýBachelor of Arts in English degree. These programs includeĚýa wide range ofĚýcommunication coursesĚýdesigned to help you enhance your copywriting skills. Visit phoenix.edu to learn more about how UOPX can help save you time and money on your degree.
If you’re interested in taking a single course from the University to hone your copywriting skills, check out the available options.Ěý
[1] Prerequisite required
David Domzalski is an entrepreneur, copywriter and storyteller. He’s an effective communicator with a passion for helping people better their lives financially. His writing has been featured on multiple outlets including AOL, FanSided, Forbes, GOBankingRates, MSN, Nasdaq and Yahoo — along with his blog, RunTheMoney.com. He lives in Gettysburg, Pennsylvania, with his wife and two children.
This article has been vetted by °®ÎŰ´«Ă˝'s editorial advisory committee.Ěý
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