Copywriting is Nothing but an Oracle’s Predictions
Let’s play a little game. Try saying “Writing is a mindful exercise” using the following tones: serious, humourous, and satirical. Did you notice how your voice and inflection changed with each tone? Writing is much the same way. In every sentence, you are trying to pass across a message to your readers, and their interpretations depend very much on the tone of your piece.
Sounding right is the great oracle of any copy, but a poorly worded writing takes away intelligible speech from the oracle and turns him to the Great Oracle of Delphi. Is it that bad? Yes it is. Then, how easy does it come in writing great copy?
As all copywriters have found out – some the hard way – crafting a copy that magnetizes the reader is a rolling in the deep. It takes creativity and style, not to mention competitor content audit. When writing to match copy with tone – for the sake of your brand – every tone will not sell your service. For the life of me, I can’t imagine a Wall Street high bank copy sounding like a 007 narrative.
But, this is not to say that bankers are uptight, and unfeeling; if you must use humour in something serious, don’t spoil the broth. And here is a piece of advice from Daily Posts UK that agrees with not spoiling the broth when you are doing a copy on a serious subject, “Sometimes approaching a boring article in a different tone can turn the whole piece into something different. While industry article writing is usually known for its informative tone, you may want to switch to a humorous or more informal voice that speaks to the reader directly. Or you may choose to use a shock-news approach, with catch phrases to keep a reader entertained as they read.”
In addition, you also need to understand who your readers are and what they want. As though these tips weren’t enough, let’s move specifically to how you can start to write inspiring copy.
Strive for Good Grammar
E ssentially, grammar has to do with the structure of words and phrases, spelling, capitalization rules, synonyms, and the like, so it’s the first criteria for crafting a great market copy. Good grammar doesn’t fly idly by; you have to go digging for it in the dictionary, newspapers, media broadcasts, and online articles, that is, if you didn’t pass Grammar 101 in school. But, frankly, no marketer will ever hire a self-proclaimed grammarian that scores below 90% in a grammar test. That being said, it is your duty to often seek out sites where you can take grammar tests for free. A good place to begin is at The Telegraph’s Good grammar test.
Inspire Emotion with Tone
Straight writing, devoid of emotion may not always work for your copy at all times. In fact, emotion almost equals grammar. Being emotional isn’t the same thing as being condescending. Rather, it’s the notion of using your copy to tell your readers that you too are human and know exactly how they feel. Almost as they read your great copy, they begin to see you as their copywriter therapist. Let’s test how true this is. Read these two examples of copy and pick the one that connects to your emotion. Be honest!
Use Man Oil to achieve perfect, black hair!
Man Oil is for hair that won’t just get black naturally.
For me, the second one works fine because it identifies a problem, which someone may have been facing – this is what drives emotion – and proffers solution.
Carry Out Competitor Content Audit
Competition is the drive for success. As often as you can, perform a competitor content audit to know what rival marketers are posting on their site. Crawl through their copy, identify the tone, analyse the content, study images and infographics, and rate your copy against theirs. If yours fails at parity level, then you know it’s time you refreshed your copy, but if you measure up or above, I can only say congratulations.