Inherit these long-lasting characteristics of good copywriting
You cannot guarantee what the future of marketing will be. People change, so the marketing strategies follow it. Yet, the main characteristics of good copywriting remain the same. Not only a good copy can convert your audience, but it also leaves a memorable impression. Are you trying to be a copywriter now? How can you determine that your copy is compelling enough?
Some things never change. Here are 7 characteristics of good copywriting you can transform into a copywriting checklist.
Characteristics of good copywriting
If you find a copy that you have already read somewhere else, do you still want to stay on the website? Also, you may underestimate the brand for copying someone else’s work. Unoriginal copy also appears cliche, especially when you are in a common business like travel or culinary.
Hence, ensure that your writing is original. To find out the originality, you can analyze the competitors’ copy. Then, think about your unique selling proposition (USP) and avoid using different words with the same meaning. USP questions what makes your brand different from other brands.
2. Has an angle
This tip can guide you to differentiate yourself from your competitors. Apply this in your storytelling approach when you produce your copy. A strong marketing message has a shift in an angle because many people are exposed to abundant copies. Help them recognize yours by breaking down their guard with an unexpected method.
Before you choose an angle, you had better research on your audience demographics and psychographics. Those can be your guide to create engaging angles and spot their pain points. Do not try to aim for a huge and broad audience since all angles cannot work for anyone. Instead, design a specific message that resonates with your audiences.
One type of good copywriting uses rejection copy. This angle “discourages” people to become interested in your product. The reason why you need to apply this tactic is to challenge them in proving the statement themselves. You can take a look at Snowbird Ski Resort’s campaign. They put the one-star review on their billboard.
3. Connects with the brand, product, and experience
Creativity and thinking outside the box are important in creating copy, but you have to do it under the umbrella of your data. Connect it with your brand image and the audiences’ experiences.
Freckle resembles this characteristic of good copywriting. This time tracking software uses the audiences’ problem as their headline “Our biggest issue was people forgot to track their time.” Using a problem is a creative strategy to cause your readers to acknowledge their problems first. Then, there will be the ‘Aha’ moment when they discover your product as the solution.
To intensify the audiences’ problem, Freckle lists some questions that lead the audiences to dig deeper into that. See the sentence “But you’re all busy”. That will make your audience say, “Yes, I have that problem!” because it concludes all the answers to those question list.
4. Has a strong lead
After reading the headline of your copywriting, the readers move their eyes to the first line. Here you need to hook them by a strong lead, so they are curious and read the next line. So, if the first line does not compel your readers enough, there is no chance they will read the next.
You can make them read the next line by writing the “unfinished” statement. For instance, when you plan to create a new campaign, start the email with only “Six days”, indicating that the campaign will begin six days later. But, your audiences will be curious once they read the first line and continue to the next line.
A strong lead can be applied to the headline since most people read this first. You may find this type of powerful lead in electronic products. The companies want to show the feature of their products, but who is interested in reading “2.3GHz 10th gen core i7”? To catch their potential customers, Apple, for example, writes “More power. More performance. More pro.” And, add the details underneath the lead.
The first impression of any product is important.
5. To the point
The next characteristic of good copywriting is getting straight to the point. It means you need to cut the excessive phrases and make your sentence more direct. How can you that?
- Eliminate the verb phrases
If you have a sentence “the outcomes are suggestive to the fact that..”, change it into “the outcomes suggest..” It is easy to digest and direct to the point.
- Do not use abstract nouns
You find these on general nouns such as “area”, “aspect”, and “topic”. The wrong example is “The consultants are experts in the aspect of finance.” Then, change it into, “The consultants are finance experts.” It sounds better, right?
- Turn wordy phrases into a word only
In the university essays, you write wordy phrases to meet the number requested. But, do not use it in copywriting. Instead of writing “in order to..”, leave the word “to” only.
Thus, keep your copy brie and straightforward. In good copywriting, every word matters. Transform 50-word email message to 25-word, then continue reducing it up to 15. If a longer sentence helps the audience grasp your statement, you can leave it so. But, make sure that every word counts.
6. No jargon and hyperbole
Revolutionary. Best practice. World-class. Those are words and phrases you frequently encounter in copywriting, right? Sometimes, copywriters get confused to design a unique phrase about their brand. Then, they integrate hyperbole and jargon to “dress up”.
On the other hand, good copywriting emphasizes the concrete terms. Rather than use mainstream hyperbole, explain your achievements. Provide testimonials or certificates to prove your brand quality.
For example, Garuda Indonesia, an air travel company chooses the “award-winning” to describe its service. It may seem common, but it lists some of their global achievements as proof. Getting deeper into the characteristics of good copywriting does not only need the right words. You have to understand how you can provoke your audiences into action.