Copywriting Do: Turn copy written in the 1st person to the 2nd person.

When crafting compelling copy, one of the fundamental principles is to prioritize the audience – the people who matter the most. Instead of confining your writing to the first person, where you talk about your brand or company, shifting the perspective and engaging directly with your readers in the second person is crucial. By employing this strategy, your copy becomes more personalized. It establishes a profound connection with your audience, fostering a sense of being supported and motivated on their individual journey to growth. 

For instance, rather than simply stating, “We are always there to encourage you on your journey to growth,” the transformation to “You will always be supported and motivated on your journey to growth” instills a powerful sense of assurance, resonating deeply with your readers’ aspirations and needs. This seemingly subtle adjustment amplifies the impact of your copy, nurturing a stronger bond and increasing the likelihood of conversions. 

Embracing the second-person perspective empowers you to communicate directly with your audience, acknowledging their significance and tailoring your messaging to meet their desires, ultimately resulting in more meaningful and impactful communication.

Copywriting DON’T: Always write for leads using negative, stressed-out, urgent tone of voice.

In the world of copywriting, it’s important to strike the right balance and avoid relying solely on fear tactics or a consistently urgent tone. While urgency and scarcity can indeed be effective motivators, bombarding your audience with a constant barrage of negative, stressed-out language can ultimately backfire, leaving them feeling overwhelmed and skeptical of your intentions. Instead, adopting a more empathetic, positive, and value-driven approach in your writing is crucial. 

By understanding your audience’s pain points and desires, you can craft copy that genuinely resonates with them and offers compelling solutions and benefits. This empathetic and genuine approach not only helps build trust but also allows you to connect with your audience on a deeper level, establishing a strong and lasting relationship. By focusing on the positive aspects and value of your product or service, you create a more uplifting and persuasive narrative that inspires action rather than relying on fear. 

Remember, your copy should serve as a guiding light, offering reassurance, solutions, and a path to success rather than inducing unnecessary stress or anxiety. Embracing this balanced tone enables you to position yourself as a trusted ally, empowering your audience and fostering a positive association with your brand.

Copywriting DO: Inject personality into your copy.

In the realm of copywriting, it’s imperative to go beyond robotic, impersonal language if you want to captivate your audience’s attention. By infusing your writing with personality, you humanize your brand, making it more relatable and appealing to your readers. Instead of simply copy-pasting generic content, strive to write from a person’s perspective, embodying the voice and persona that resonates with your target audience. This personalized approach allows you to establish an authentic connection, drawing your readers in and cultivating a sense of familiarity and trust.

When embracing personality in your copy, you can explore various elements that align with your brand’s character. Whether it’s a touch of humor, infectious enthusiasm, or a conversational tone that mirrors a friendly chat, let your words carry the essence of your brand’s unique voice. By doing so, you demonstrate that your brand isn’t just a faceless entity but rather a vibrant and dynamic force that speaks directly to the hearts and minds of your audience.

Infusing your copy with personality also enables you to differentiate yourself in a crowded marketplace. As readers come across countless pieces of content, injecting your writing with a distinctive voice and tone sets you apart from the competition. It creates a memorable impression, making your brand stand out in their minds.

Remember, the key is to strike a balance between showcasing your personality and staying true to the message you wish to convey. While injecting character into your copy is vital, ensuring that it aligns with your overall brand image and resonates with your target audience is equally important. Through careful consideration and deliberate crafting, you can establish a genuine connection, leaving a lasting impact and fostering a loyal following of engaged readers.

Copywriting Don’t: Don’t be spammy!

In the world of copywriting, it’s crucial to steer clear of spammy tactics that inundate your audience with an overwhelming volume of promotional content. Bombarding people with a constant barrage of sales pitches and generic messages not only dilutes the impact of your communication but also risks alienating your audience. Instead, shift your focus towards building genuine connections and nurturing meaningful relationships.

To achieve this, it’s essential to provide real value to your audience. Rather than solely pushing your products or services, focus on engaging in conversations that matter. Take the time to understand your audience’s needs, aspirations, and pain points. By doing so, you can position yourself as a trusted resource and advisor, offering insights and solutions that genuinely address their concerns.

Remember the wise words of our remarkable ReThink coach Jason Osborn, who advises against being spammy. Embrace this mindset and approach your copywriting with authenticity and sincerity. Nurture relationships by actively listening to your audience, acknowledging their feedback, and responding to their queries and concerns in a timely and meaningful manner.

By shifting your focus away from being spammy, you open the door to establishing trust and credibility. Your audience will appreciate the value you provide and the effort you invest in understanding their unique circumstances. This approach not only encourages loyalty but also creates opportunities for long-term engagement and customer retention.

Copywriting DO: Keep your copy clear and concise.

In an era characterized by fast-paced lifestyles and information overload, capturing and retaining the attention of your audience is no easy feat. That’s why it’s essential to prioritize clarity and conciseness in your copy. By avoiding unnecessary complexity and steering clear of jargon or convoluted language, you can ensure that your message resonates with readers, fostering a deeper understanding and engagement.

Rather than inundating your audience with verbose and convoluted prose, strive to get straight to the point. Craft your copy in a way that is easily digestible, presenting information clearly and concisely. By doing so, you enable your readers to quickly grasp the essence of your message without feeling overwhelmed or confused.

To enhance readability and facilitate scanning, consider employing formatting techniques. Break up long paragraphs into shorter, more manageable chunks. Utilize bullet points or numbered lists to highlight key information and make it easier for readers to navigate through your content. By incorporating subheadings, bolded or italicized text, and other visual cues, you create a visually appealing and scannable copy that encourages readers to delve deeper into the details that matter most to them.

Remember, the goal is not to sacrifice depth or substance. Rather, it is to strike a balance between providing valuable information and ensuring that it is accessible to your audience. By distilling complex concepts into simple, straightforward language, you make your copy more approachable and inclusive, inviting readers of various backgrounds and knowledge levels to engage with your content.

By following these copywriting do’s and don’ts, you can create compelling and persuasive content that turns heads, converts clicks, and generates leads. Remember to shift your perspective to the second person, inject personality into your writing, avoid spammy tactics, and keep your copy clear and concise. With these tips in mind, you’ll be well on your way to prospering with your prospects and achieving copywriting success!