Stop Trying To Sound Intelligent When Writing Copy

[hasan7707]

As copywriters, our main goal is to craft words that persuade the readers into taking action.

Here, getting fancy can backfire and lead to the death of the entire campaign.

Remember - copywriters are salesmen in print.

(Although I see them as 'therapists')

Paying them just to scribble down words is like paying a salesman for talking. Totally absurd.

You’re not valued for the words alone, but the sales you make.

Nobody cares about the 10 synonyms of ‘Earthquake’ you so passionately memorized. You don’t have anybody to impress with your teeth-breaking word choices. All they can do is kill your flow.

So focusing on simple writing, alongside influence and persuasion mastery makes all the sense.

And this is where most budding copywriters suffer - they can’t get out of their head.

They write from their own perspective, own words, research-less, and tame a biased worldview.

The solution?

EMPATHY, my friends.

Start cultivating.

~ hasan7707

 

[Yack]

An easy way to find the right words for your audience (not my own method, just something I picked up along the way):

Go to Amazon and look up the best-selling books aimed at your audience. Then read the descriptions. You'll see the same words used over and over. It's also a good way to see what really motivates them.

 

[Mr Positive]

Very nice points

 

[hasan7707]

An easy way to find the right words for your audience (not my own method, just something I picked up along the way):

Go to Amazon and look up the best-selling books aimed at your audience. Then read the descriptions. You'll see the same words used over and over. It's also a good way to see what really motivates them.

Absolutely. Amazon is a goldmine of solid copy. Was it John Carlton who pointed that out in a video?

Very nice points

Glad that you like them.

 

[Cedric Writes]

Yep, completely agree, the writing is suppose to appeal and be comprehended by as much of the target audience as possible. Using large, unnecessary words is just boosting your ego.

 

[hasan7707]

Yep, completely agree, the writing is suppose to appeal and be comprehended by as much of the target audience as possible. Using large, unnecessary words is just boosting your ego.

Unless you're writing for a very niche audience, simple writing is the goal.

However, I've seen many people confusing long words with power words. If power words light up the writing, and is appropriate in that situation, then use that.

Knowing to choose the best words is something you pick up when you read and write daily.

 

[ScribScribScrib]

I've read a great book called "Hey Whipple, squeeze this" and it claims that the main point of copy is to instill just one word-idea into your customer's head.

The easier it is, the more likely it will be picked up by our ADD brains.

 

[Yack]

Was it John Carlton who pointed that out in a video?

He might have. I heard it first during a Kat Howell Facebook copywriting course (which is free and very good) but several people have mentioned it since.

 

[onlinemarketer12]

I am also not fan of using too many big words in the article.

 

[hasan7707]

I've read a great book called "Hey Whipple, squeeze this" and it claims that the main point of copy is to instill just one word-idea into your customer's head.

The easier it is, the more likely it will be picked up by our ADD brains.

Interesting claim, but do you think that applies to all sorts of copy? I've had to push a lot of emotional hot buttons while writing copy. That claim is certainly something to look into.

He might have. I heard it first during a Kat Howell Facebook copywriting course (which is free and very good) but several people have mentioned it since.

Gotcha. Amazon is a great resource, but don't just limit your research to that. I even entered Facebook groups just for the sake of researching the insides of the audience. I lied, but for their good.

I am also not fan of using too many big words in the article.

Use them only when they're more appropriate on expressing the feeling you're trying to give than the short one to express your message

 

[alexa_s]

IMO, before focusing on persuasion and other advanced stuff, like trying to push "emotional hot buttons" or analyzing people's 'insides' in a facebook group, professional copywriters should first master writing properly structured sentences with flawless grammar that don't confuse the reader. Clarity = persuasion. Mastering the basics is essential in any field. And so is staying humble.

If power words light up the writing, and is appropriate in that situation, then use that.

I don't mean to be a d**k or nitpick (and it's not nitpicking, because there's plenty more where that one came from), but the irony was too overwhelming to ignore

 

[Coastline17]

Attorneys fall into this pit of writing too much and too complex, clients and the Judges like it better when it's just simple and to the point.

 

[SamLewis]

You lost me when you said craft words instead of write words.

 

[rafark]

I am also not fan of using too many big words in the article.

I usually just like to go straight to the point, which isn't usually the best idea either, as sometimes fancy words are needed here and there.

 

[hasan7707]

Attorneys fall into this pit of writing too much and too complex, clients and the Judges like it better when it's just simple and to the point.

Lol, that reminds me something. You won't believe what happened. One of my writer peers was instructed by an attorney client to put 2 spaces after every sentence because all the attorneys do it that way. He had to re-instruct his brain on that, LOL.

You lost me when you said craft words instead of write words.

Deal with it, mister. B)

On a serious note:

I understand why you tripped there.

Arrrggghhh, this will be hard to communicate (yes, communicate, not explain), anyways, here's the thing:

When you write a writing piece, you write it. But crafting is a totally different thing. And so much of the meaning can change when you use the right words. Quality content and copy is more about crafting, anybody can slap together something and call themselves a writer. Crafting is what separates you as a professional.

Also, the word 'Craft' is heavily used in the digital marketing space, especially when I'm writing about copy, blogging, and content marketing. And since we're on a digital marketing forum, I figured that would be the right tone.

Thanks for bringing that up. Love that it opened this conversation.

Cheers.

 

[onlinemarketer12]

I usually just like to go straight to the point, which isn't usually the best idea either, as sometimes fancy words are needed here and there.

I think that the writers put these fancy words just to impress their clients.

 

[Coastline17]

Lol, that reminds me something. You won't believe what happened. One of my writer peers was instructed by an attorney client to put 2 spaces after every sentence because all the attorneys do it that way. He had to re-instruct his brain on that, LOL.


Cheers.

Lmao, yeah I've never heard of two spaces after every sentence but I do know that it is two spaces at the beginning of every paragraph and sub paragraph. No indentations.

 

[hasan7707]

Allow me to dissect everything here and clear off all the confusions:

IMO, before focusing on persuasion and other advanced stuff, like trying to push "emotional hot buttons" or analyzing people's 'insides' in a facebook group, professional copywriters should first master writing properly structured sentences with flawless grammar that don't confuse the reader.

While I understand where you're coming from, unfortunately, I will have to differ on the grammar vs other things part.

While I really love grammar, the truth is - if you're a professional copywriter - persuasion, agitating pain points (pushing emotional hot buttons) and doing in-depth research (analyzing insides of Facebook groups) come before 'flawless' sentences. Sure, sentences crammed with grammar bugs give the reader a less-professional experience, but in copy, it is more about saying the right things. Maybe that's why persuaders are better salesmen than your English professor who always droned on in class?

Even if you're super bad at grammar, you can simply get a proofreader to help you on it. And now, don't tell me to use Grammarly to fix my sentence structures, because content specialists know how flawed that thing can be. DOGSHIT. On second thoughts, you can take it with a pinch of salt.

Even in content writing, in hindsight, I realize it is more about ideas, and less about 'flawless sentences'. But yes, I love flawless - and even though people praise me on having solid grammar, I still have someone to proofread and cut down my professional pieces to zero errors. It is just that, I didn't decide him to put every word I type on BHW under the microscope.

And about confusing people with my words, I can see all the people above getting my viewpoint.

Clarity = persuasion. Mastering the basics is essential in any field. And so is staying humble.

"Mastering" is a tough word. "Having a solid grasp" makes more sense. I'm not sure what you mean by humble here. But if you mean I'm being cocky for having the skill, I would say this: IT ISN'T COCKINESS IF YOU CAN BACK IT UP.

I don't mean to be a d**k or nitpick (and it's not nitpicking, because there's plenty more where that one came from), but the irony was too overwhelming to ignore

Now, I genuinely believe you're being nitpick here. Especially because you're making all the statements without asking any questions, simply assuming what is going inside my head.

Let's consider my sentence that you pointed out:

If power words light up the writing, and is appropriate in that situation, then use that.

Here's why I said this:

Power words are rarely used by general people when communicating. So a writer might find the power words taboo because s/he heard some other experienced writer advising not to use not-so-common words. But in reality - power words do a great job because they arrest attention and incite emotion, despite being rarely used in day to day conversations, thereby, get people to take action.

That should explain why all the revolutionary speeches are crammed with power words, and the fact that they're revolutionary itself show that those words worked. I can't imagine how those speeches would end up if they were interrupted by a grammar Nazi on every second sentence.

Writing is a fucking art, not rocket science (although copywriting is a balance of both). Get a written piece from one of the writers of Nat Geo Wild that their editor deemed perfect and hand it over to and editor from Discover. Wait for some time and you will see the new editor returning with a knife. Not literally, but you'll see how the piece gets torn to pieces and given an entirely new shape.

MY ADVICE?

START SEEING THE WORLD FROM A GREY VIEWPOINT. THE ANSWER IS IN THE MIDDLE.

 

[Andortion]

Amazing information found in this thread and I found it just the right time.

 

[hasan7707]

Amazing information found in this thread and I found it just the right time.

Glad that you like it. Cheers, mate