Our best copywriting tips for 2022
Marketing drivel seems hard to avoid. Most websites are full of it. So, how can you eradicate the marketing prattle and write honest copy that sells?
Let's look at 10 of our best copywriting tips that will help you give seedy sales-ness the flick forever.
Let me guess… when you talk to potential customers over the phone or online, you sound genuine, helpful and frank. No fluff. No marketing nonsense. No seedy sales talk. You give honest advice.
But what happens when you write copy for your brochure or your website? Do you sound as sincere as you do on the phone?
Follow our best copywriting tips below, and I promise your copy will sound instantly more sincere, engaging and persuasive.
Best copywriting tips #1: Cut crappy phrases
How do you know your copy contains crappy phrases?
Put on your devil’s advocate hat, and ask yourself for each sentence: what does this mean? If you can’t come up with a specific answer immediately, cut or rephrase until your text is concrete and meaningful.
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Best copywriting tips #2: Slaughter marketing claptrap
Words like hundreds or millions may seem specific, but they sound like a marketer exaggerating the truth. Use particular numbers to draw attention and increase credibility.
Hundreds of small businesses use our accounting service to save time
254 small businesses use our accounting service to save time
Best copywriting tips #3: Stop pussyfooting around
Subtleties and politeness are great (of course!).
But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if is the best way to give people an excuse. Be bossy and tell people exactly what you expect them to do.
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Best copywriting tips #4: Give people a reason to do as you tell them
Do you want people to listen to you and follow your suggestions? Just give them a reason why.
How are you going to make them happier, healthier, or wealthier? Which problems, complications and difficulties will you help them avoid?
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Best copywriting tips #5: Give them a better reason
What do your readers really want?
Try to avoid fake benefits and focus on something your reader is looking for. Most real benefits are related to saving money, making more money, becoming happier, being free from fear or worry, or helping someone feel like they belong.
Learn how to become persuasive now.
Learn how to become persuasive and win more business today.
Best copywriting tips #6: Cut sugary testimonials
You know those testimonials that sound like a marketer writes them? The sugar-coated words that tell you how wonderful, amazing and super-perfect something or someone is?
Nobody believes them. Instead, write story-based testimonials that help you overcome objections. Be specific. Add stats if you can.
Sugar-coated fluff no-one believes:
Smith is an amazing copywriter. I’d highly recommend her to anyone.
Much more credible:
I wasn’t sure about hiring Smith, but the copy she’s written for my business helped me win more customers. And she was fun to work with.
Best copywriting tips #7: Don’t walk away from the difficult stuff
Do you believe in miracles?
They don’t exist in business. I’ve never seen objections magically disappear. You need to address them.
If customers think you’re too expensive, explain how you’ll help them save more – time, money, heartache. Prove your value.
What objections do your customers have? How can you best address them? Copywriting is about taking away customer objections to pressing “buy now.”
Best copywriting tips #8: Kill self-indulgent nonsense
Best copywriting tips #9: Stop committing superlative sins
Superlatives like ‘best’ or ‘greatest’ are a sure-fire way to sound insincere. Only use them if you can prove why you’re the best.
A copywriting sin:
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Best copywriting tips #10: Eradicate adjective mumbo jumbo
When marketers have nothing to say, they add adjective upon adjective to their sentences. It makes your readers think “yeah, yeah, whatever,” and sends them straight to sleep.
This relaxed, romantic collection of beautiful cookware has a look all its own, right up-to-date yet completely classic, that’s perfect for your kitchen.
This cookware’s classic look suits most kitchens.
Show detailed pictures of your product. Explain who inspired the design. Tell a story that’s much more interesting than a bunch of adjectives end-on-end.
Yes, copywriting for the web is challenging. You need to balance optimising content to get found in search engines and drive traffic to your site.
But if you want your human readers to spend money on your services and products, start by writing copy that speaks directly to their needs and gets them excited about doing business with you.
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