Persuasive Copywriting summary

Getting your reader’s attention with a snappy headline for something like an exclusive offer is only part of the challenge for a copywriter. You also have to hold that attention and get him to read beyond the headline. One of the best ways to do that is to use creativity when writing your copy.

Oftentimes, copywriters will use puns and maybe be a little cute or silly in their writing. But while humor can be a great tool, creativity is ultimately more than just making puns. True creativity is about solving problems with imagination and improvisation.

No matter what kind of copy you’re tasked with writing, your client should give you a brief, which provides you with guidelines about the copy you’re expected to write. These guidelines should include what’s being promoted, what kind of benefit the product or service provides, what kind of brand voice needs to be used, and what kind of person the prospective reader is. 

If these things aren’t included, do yourself a favor and ask for this information straight away. If you don’t, you’re likely to either struggle needlessly with the copy or turn in something that will need to be rewritten.

So, you may be wondering, is there a formula for writing engaging copy? Well, the truth is there are countless approaches to capturing and retaining a reader’s attention, but there are some fundamental ideas about how that copy should be structured.

One of the oldest formulas out there is known as AIDA, which stands for Attention, Interest, Desire and Action. You want to gain the reader’s attention, hold her interest, and tap into her desires to convince her to take action.

Some of the strongest emotions you can use in copywriting are those that stem from a person’s ego. As the saying goes, “flattery will get you everywhere.” So don’t be afraid to use language that subtly inflates your reader’s ego.

Let’s say your product is an airline membership that can save people time and money. You could write something that begins “As a valued customer, we’d like to offer you…” But how many times have you read those words?

Good copywriting should always be pleasurable to read. And many of the techniques behind pleasurable writing, such as rhythm, pace, musicality and imagery, are developed over time. The more you read and write, the more you’ll recognize and be able to utilize these valuable techniques.

But here’s a good tip: use repetition to hammer home a point. For example, you could write, “Are you a copywriter? Then you’re going to love what I have to offer.”