What Makes Good Copywriting?, 

Copywriting is a critical aspect of marketing and advertising, and it’s what makes the difference between a mediocre campaign and a successful one. A good copywriter can take the most basic product or service and turn it into a must-have item, capturing the attention and emotions of the target audience. In this blog post, we’ll discuss what makes good copywriting and how you can use these principles to create compelling and effective campaigns for your brand.

Know Your Audience

The first and most important aspect of good copywriting is knowing your target audience. A copywriter must understand the needs, wants, and pain points of the people they are trying to reach. This knowledge will inform the tone and language used in the copy, and help to create a message that resonates with the target audience.

For example, consider a company that sells eco-friendly cleaning products. The target audience for this company might be people who are concerned about the environment and want to reduce their carbon footprint. In this case, the copy might focus on the environmental benefits of the products, and use language that appeals to the values of this audience, such as “protect the planet” and “reduce your carbon footprint”.

Identify the Unique Selling Point

Every product or service has a unique selling point (USP) — something that sets it apart from its competitors. A good copywriter will identify this USP and use it to create a compelling message that highlights the benefits of the product or service.

For example, a company that sells a new type of workout equipment might focus on its unique design, which allows for a full-body workout in a compact and convenient package. The copy for this product might focus on the benefits of the design, such as “get a full-body workout in the comfort of your home” and “save time and space with our innovative design”.

Use Attention-Grabbing Headlines

The headline is the first thing that people see when they come across a piece of copy, and it’s often what determines whether they will continue reading or not. A good headline should be attention-grabbing and make the reader want to find out more.

For example, a headline for a product that helps people sleep better might be “Say Goodbye to Sleepless Nights”, while a headline for a new restaurant might be “Discover the Best-Kept Secret in Town”.

Write in a Conversational Tone

Good copywriting should be written in a conversational tone, as if the writer is speaking directly to the reader. This helps to build a connection with the target audience and make the message feel more personal and relevant.

For example, consider a company that sells meal delivery services. The copy for this company might use a conversational tone, such as “Tired of worrying about what to make for dinner every night? Let us take care of it for you!” This approach makes the message feel more relatable and helps to build a connection with the target audience.

Focus on Benefits, Not Features

People don’t buy products or services because of their features, they buy them because of the benefits they provide. A good copywriter will focus on the benefits of the product or service, rather than its features.

For example, a company that sells a new type of yoga mat might focus on the benefits of the mat, such as improved comfort and stability during yoga practice, rather than its features, such as its non-slip surface and cushioned design.

Use Simple, Clear Language

Good copywriting should be written in simple, clear language that is easy to understand. Complex language and industry jargon can be off-putting to the target audience and make the message difficult to understand.

For example, a company that sells financial planning services might use clear language such as “Take control of your finances and achieve your financial goals with our expert guidance”, rather than complex industry jargon such as “Maximize your investment portfolios through optimized financial planning strategies”.

Include a Call to Action

A call to action (CTA) is an instruction to the reader to take a specific action, such as making a purchase or signing up for a service. A good copywriter will include a clear and compelling CTA in their copy to encourage the target audience to take the desired action.

For example, a company that sells skincare products might include a CTA such as “Order now and experience the benefits of beautiful, healthy skin for yourself”. This CTA provides a clear instruction for the reader and makes it easy for them to take the next step.

Use Emotional Appeal

People are driven by their emotions, and a good copywriter will use this to their advantage by creating an emotional connection with the target audience. This can be achieved through the use of stories, testimonials, and other elements that tap into the emotions of the target audience.

For example, a company that sells pet grooming products might use a testimonial from a happy customer, such as “I never knew how much my dog loved being pampered until I started using your products. She’s so much happier and healthier now — thank you!” This testimonial creates an emotional connection with the target audience by tapping into their love for their pets.

Make it Scannable

People are increasingly reading content online, and they often scan rather than read it in detail. A good copywriter will make their copy scannable by using short paragraphs, subheadings, and bullet points, to make it easy for the reader to understand the message quickly.

For example, a company that sells travel insurance might use a scannable format, such as:

• Protect yourself while traveling
• Coverage for medical emergencies
• 24/7 support
• Affordable rates

This format makes it easy for the reader to quickly understand the benefits of the product, even if they are only scanning the content.

Test and Refine Your Copy

Finally, a good copywriter will always test and refine their copy to see what works best. This may involve using A/B testing, where two different versions of the copy are tested with a small sample of the target audience, to see which one performs better. The results of the test can then be used to refine the copy and make it even more effective.

For example, a company that sells fitness equipment might test two different headlines for their product, such as “Get Fit with Our Revolutionary Equipment” and “Transform Your Body with Our Cutting-Edge Fitness Gear”. By testing these headlines with a small sample of the target audience, the company can determine which one performs better and use this information to refine their copy and improve the effectiveness of their marketing campaign.

In conclusion, good copywriting is critical to the success of any marketing or advertising campaign. By understanding your target audience, identifying your unique selling point, using attention-grabbing headlines, writing in a conversational tone, focusing on benefits, using simple language, including a call to action, tapping into emotions, making it scannable, and testing and refining your copy, you can create compelling and effective campaigns