Creating Compelling Copy
WHY COPY IS POWERFUL?
Copy Helps to Tell Your Story
It Entertains the Readers
It Entices them to Take Action
It Creates a Long-Lasting Relationship with your Audience
It Makes you Unique
It Gives you an opportunity to show off
Types of Copy to Consider
WEB PAGES
Consider this copy to be your online brochure copy, it needs time, creativity and effort.
BLOGS & ARTICLES
Show off your knowledge, solve questions and present ideas to your audience.
PRESENTATIONS
Demonstrate knowledge, put services in a new format, use both on and offline.
E-BROCHURES OR LOOK BOOKS
Demonstrate knowledge, put services in a new format, use both on and offline.
SOCIAL MEDIA POSTS
Try not to copy others. Use your personality.
MISSION & VALUES
People could love you or hate you based on the values you write. Think hard and be creative.
PRESS RELEASES
Develop a relationship with the trade and media. Write for them.
Elements of Copy to Consider before you Create
- Attention Grabbing Titles
- Subheadings
- Body = Benefits
- Reviews
- Offers
- Pricing
- Include a Call to Action
Copy Writing Tips
- Present a problem and a solution – Example :Can’t Afford your Dream Holiday? No problem, we are here to help. Let’s create a bucketlist travel plan together.
2. Ask a Question – Example – Have you thought about your next epic adventure? Here are the top places to visit for 2020
3. Use Strong Words that trigger Emotions – Its not easy to provoke action or trigger excitement through copy but it can be done. Lessons can be learnt from great speech writers and TED talks. Use your words to present a state of mind and a state of being when they arrive at their destination. Example: Relax, Soak up the Sun, off the beaten track, taste Spain.
4. Be Short and Concise when possible – Ryanair are kings at this. Using as little words as possible to convey a message.
5. Develop a Unique Tone of Voice – Who are you targeting? Address them directly. If you know that locals like local then use the local colloquial language. Rubberbandits were kings at this when they started out in Limerick.
USEFUL TIPS FOR CREATING CONTENT
- Make headlines either useful or urgent
- Use common spelling
- Always put the reader first
- Write as naturally as possible
- Write in the active voice
- Revise and Rewrite
- Be clear and Concise
- Test and Measure
FURTHER READING
Book “The Elements of Style” by William Strunk Jr.
Book “The Copywriters Handbook” by Robert W. Bly