10 Non-Obvious Copywriting Tips that Work

Copywriting is an art and a science. And it’s the primary weapon in the modern marketer’s toolkit. But like content marketing trends come and go, copywriting continually evolves.

Audience preferences change, the overall landscape changes, and there’s a reason why copywriters make up 17% of the freelance market in the UK and US: copy is big business.

So while there are hundreds of copywriters and copywriting tips out there – in fact I spent most of last year putting together 330 of the best Copywriting Examples – I’ve distilled my top 10 (well, 11 really as I’ve thrown in a bonus), complete with examples below. They’re short, sweet and practical.

Let’s get into it.

1. Clear positioning makes for easy copywriting

Copywriting doesn’t exist in a vacuum. It’s not something you magic out of thin air. It comes from having something to say. A reason to exist. A point of view. It comes from your product and your brand identity.

That’s your positioning.

2. Replace adjectives with data

If Content is King, then Data is Queen. Not only should your articles be data-driven, but so should your key messaging. Have a look at the example below and tell me which you find more compelling. Think: show, don’t tell.

3. The first line of your ad is crucial

If I don’t read it, I’m not going to read your second line either. In fact, Copyblogger reports eight out of 10 people only read headlines.
How can you make it so compelling that it sucks me in?

Keep it short.

4. Add rhythm to your copy

Repetition. Alliteration. Tricolon.

5. Write memorable lines

How do you write something memorable? Twist a familiar line.

6. Include social proof

Follow this simple pattern to add social proof effectively.

1. Timeframe
2. Customers
3. Outcome

7. Say no to boring copy

Sounds easy, I know. But, here’s a helpful trick to make your copy more interesting. Playful exaggeration.

8. Avoid “dictionary words”

Smart writing is simple writing. It’s about communication. The quicker the better.

9. Remember this formula when writing features and benefits

Ok, here’s the formula.

1. Write down your favorite feature
2. Ask, “so what?” to find the benefit
3. Contrast the old way with your new way

10. If you want your customer to do something try “If you”

Knowing your audience is key. Speaking to them directly works. Start sentences with ‘if you’ so it:

• Involves the reader
• Gives up control
• Let’s them persuade themselves

11. The most important technique you’ve never heard of…

Why not include one more tip for good luck? Especially, since it’s so often overlooked.

Metonymy — Where a shorthand term stands in for the literal term.

Punchy, surprising, colorful.

Alright folks. That’s a wrap. Thank you for reading, I hope there are a couple of techniques you can try out today, tomorrow, or even next week.

I told you this would be short and sweet – I practice what I preach.

by Harry Dry

Founder of marketingexamples.com

Harry, founder of Marketing Examples, writes a popular newsletter for over 100,000 subscribers and recently launched "Copywriting Examples".