Crafting Creative and Clever Copy

Words are powerful. 💪

When you think of critical moments in history, phrases define those moments:

  • “That’s one small step for man…”
  • “I have a dream...”
  • “I am not a crook…”

Words stand the test of time. They can motivate political, social, and cultural change. And in a business context, words elicit emotion, engage audiences, and influence purchases.

But just like not every poem is a Shakespearian sonnet, not all words thrown onto a website or placed into a newsletter can be considered copywriting—let alone good copywriting. 🤷‍♀️

There’s an art and a science to getting copywriting right.

So we’re here to help you:

  • Level up your copywriting skills
  • Engage more customers
  • Boost conversions

With some killer tips from the DTC industry’s best copywriters.

Tip #1: “Don’t bury the lead” - Michaela Mendes

“Putting the most important information at the top of a page and beginning of a paragraph is the golden rule of journalism. And this rule carries over to copywriting.

When reviewing your copy, look at the top of your page. Does it tell your audience exactly what you do? If not, go back to the drawing board.”

Tip #2: “Clear and concise for the win.” - Dennis Geelen

“As a copywriter, it’s tempting to opt for cute and clever over clear and concise. But consumers aren’t reading your copy to get their daily dose of literary prose.

Focus on making your message as clear as possible. (But if you can make it clear and clever, you get bonus points.)”

Tip #3: “Is there a way I can shorten this?” - Priscilla Barolo

“There are a lot of words and phrases we use in our daily vernacular that don’t translate well in copywriting.

For example, we say “very,” “just,” “actually,” “perhaps,” “in order to,” and “like” all the time. In copywriting, these are mostly throw-away words that clutter up the page. If you can cut it, do.”

Tip #4: “Switch from I/me/we language to you/your. - Daniel Kenitz

“I cannot tell you how many websites I see where the copy focuses on how great the company is, rather than the problems the company solves for the customer.

Copywriting is all about persuading consumers you’re the right fit to solve their problem. Frame all your copy around the consumer—not around yourself, you braggity-brag face.”

Tip #5: “Mirror patterns of speech customers use in reviews.” - Kaleigh Moore

“Want to know how to speak to your customers in a way that will resonate with them? Do a little research.

Dig into customer reviews, client testimonials, and comments to see what language customers use. Then, let their tone and vernacular guide your copywriting.”

Tip #6: “Self-edit for structure first, sentence-level second.” - Masooma Memon

“How you structure your content is as important as what you write. Online buyers aren’t sitting down to read a novel. They’re in a hurry.

Structure your content so it’s easy on the eyes and scannable. Use short sentences, break up blocks of text, number lists, and use bullet points.”

Tip #7: “Research product & bundle names.” - Maria West

When you’re naming products or bundles, Maria West suggests doing a Google search for the same products and bundle names.

“Make sure the names aren’t too similar and tweak them if they are—especially if your competitor's names are better than yours. This strategy will help you create better names and stand out.”

Remember how we said copywriting was an art AND a science? Testing is the science part of creating stellar copy.

You may think you’ve written an award-winning landing page only to find out it had high bounce rates and didn’t convert. Mwah-mwah. Make it a habit of writing a few versions of your copy and multivariate testing it to see what customers love.

There you have it! Employ these copywriting tips now and you’re well on your way to becoming the next David Ogilvy.

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