How to write compelling copy that sells

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The value of good copywriting

• Copywriting is a powerful tool used in all types of business
• Creative copywriting is a strong way to communicate to a variety of audiences
• Good copywriting 'sells'
• Innovative design + good copywriting = powerful delivery of your message (copy backs up the design and visa versa)

Pitfalls:

• Copywriting is a very specific skill. It is not sufficient to be proficient in creative writing.
• A more competitive market has created more sophisticated consumers.
• Consumers need to be convinced that what you are offering is the best choice.
• Consumers have become de-sensitised to traditional advertising methods.
• Consumers require more meaningful communication strategies.
• 'Smart' copy is no longer effective. The traditional gimmickry of rhyme schemes, humour and punning does not sell.

1. The Basics – Broad guidelines

   The conceptual framework:

   • Know your brief inside out.
   • A solid concept is the essential foundation of your copy.
   • Make sure your copy is tailor-made to the product/service.
   • Deliver concepts in a creative but succinct way.
   • Identify your unique selling point and exploit it.

   The practical approach:

   • Good copy is clear and accessible.
   • Keep sentences short and copy punchy.
   • Maintain consistency of your tone and style.
   • Avoid overly complex sentences.
   • Do not 'dumb down' your copy.
   • Avoid repetition of information and words.
   • Never underestimate the power of editing. Revising and editing your copy creates a more refined and powerful end product.
   • Urge the reader to act - a strong message or call to action is key in creating copy that converts to customers.



2. The importance of the audience

   • A powerful message is only powerful when directed at the right target audience.
   • Create a profile of your target audience: age, sex, profession, disposable income and lifestyle interests.
   • Identify a message that will reach your audience in the most effective way.
   • Your tone of voice should be clear, confident and credible so that your audience will respond in a positive manner.
   • Back up your statements - don't promise something you can't deliver.



3. Pay attention to tone

   • Your tone should be warm and inviting.
   • Client-specific copy is key in successful copywriting.
   • Your tone must involve the reader.
   • It is essential to make it very clear to the reader what the next steps are (a call to action) e.g. "Contact us for a free evaluation" or "Buy today and get a 10% discount on future purchases".



4. Marrying graphic design and copy

   • The successful combination of good design and effective copywriting results in a strong media message.
   • Make sure that the design supports and complements the copy.

If you are interested in finding out more about copy that sells, feel free to contact us. Nicework is a creative communications company with a design-driven ethos. We count ourselves lucky to be involved with people and projects we are passionate about. Our aim is to deliver client satisfaction by maintaining a high standard of design practice. Good design and nice work is simply what we stand for.