By Alan Graner
No matter how long you’ve been copywriting there are always new ideas, techniques and tools to help you become even more effective.
Still, it all comes down to basics, and here are 32 tips every copywriter should know.
- Add transitions effectively for smooth writing.
- Apply bullet points when appropriate.
- Avoid clichés.
- Axe unnecessary and redundant words (like “revert back”).
- Be specific. Generalities lead to weak writing.
- Construct powerful, intriguing subject lines to increase your open rates.
- Create clear, direct calls to action.
- Develop swipe files of effective copywriting and techniques.
- Edit, edit, edit.
- Eliminate multiple words when one word will do.
- Employ storytelling techniques to pique interest.
- Eschew fancy language and jargon (unless it’s appropriate).
- Insert visuals—photos, images, graphs, infographics—to bolster your copy.
- Keep in mind: web readers skim more than read.
- Keep paragraphs short. Utilize white space to make reading easier.
- Know your audience.
- Limit your use of adverbs.
- Practice your craft.
- Read your copy backwards when proofing. It’s too easy to skip over errors when you read from the beginning.
- Read. A lot.
- Recognize emotions often trump intellect.
- Remember the 7 copy drivers: anger, exclusivity, fear, flattery, greed, guilt, salvation.
- Review your copy. If your audience will ask “so what,” rewrite it.
- Study great copywriters.
- Take advantage of The Rule of Three.
- Use attention-grabbing headlines and subheads.
- Use sentence fragments when appropriate.
- Utilize the problem-solution formula to involve your audience.
- Vary sentence length to add rhythm to your writing. .
- Write in the active voice, not the passive.
- Write like people talk. Your audience is human, not a building.
- Write strong verbs.
What tips can you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.