ADd that extra something to your copy

Copy is more than just words. It is more about an idea, a concept or a benefit. Good copy inspires, motivates and even sells. And that’s exactly the reason why a good writer need not necessarily be a good copywriter. On the other hand, being a good writer is a prerequisite for being a copywriter.

Copywriting differs in style, structure, tone and length depending on the medium it is used in. Newspaper or Magazine print ads have copy which is crisp and concise, something easily understandable. Brochures and leaflets generally have lengthier copy, more descriptive writing. In TVCs you seldom see copy in written form; it is usually a voiceover or a dialogue. Web copywriting in the form of emailers, enewsletters, social media interactivity programmes, websites, google ads, facebook ads, etc vary greatly from each other.

But whatever be the medium, copywriting is something that does not have a set word length. Novice copywriters often believe that all copy must be long- longer is always better. This is almost never true. When you write copy it only needs to be as long as it needs to be. You will destroy your letter if you add filler just to look better. If more words are necessary to accomplish your objective, then do what needs to be done.

Some basic copywriting tips that can prove useful to all aspiring copywriters:

v     Identify the Target Audience

The target audience plays a pivotal role in deciding the fate of your business. In copywriting, it is absolutely essential to first identify the target and before writing copy. This helps you speak a language your target audience understands. If you knew the TA for your biscuit ad is a housewife, you wouldn’t use too many big words and phrases. You would like to keep it short and simple. Better still, visualize your TA as you write. Think of someone who might be reading the ad, someone you know, like your mother or sister. This way you get a better idea of what appeals to them, what they want etc.

v     Maximize the research work

Gather as much data as possible on the product or service and work persistently on your skills. Unless and until you are determined to work on your copywriting abilities, there is no way of generating that perfect copy.

v     Be creative

You need to be creative so as to pull your target towards your ad. Use headlines that provoke, titillate, excite, or may be even, confuse. The rule here is not ‘by hook or by crook’ but originality of thought and interesting presentation of facts.

v     Exclude Jargons

Jargons refer to words which are difficult to comprehend. A jargon does nothing, but creates a negative impact. So, in copy writing, it is better to exclude as many difficult words as possible to ensure that your audience understands your point.

v     Speak the readers language

If you want to attract the reader’s attention through your writing, speak his own language. Effective copy writing requires a systematic approach that would deal in creating a direct conversation set up with the customer. If you are targeting the youth, a ‘Wassup?’ or a ‘Hey there!’ might catch their attention.

v     Avoid lengthy words & sentences

It can create needless confusion and therefore hamper the charm of the copy. You may enjoy using different words from your vocabulary but the reader will be put off. Do not use long Latin words like “information”- use short Anglo- Saxon words like “facts”. These words have more punch. Always remember copywriting is not about writing a novel; it is about selling a benefit.

v     State the exact product facts

Be creative and witty, but do not get carried away. At the end of it all, it is information the consumer wants. Be sure you give all the information you can, while focusing on any one aspect that needs to be highlighted.

v     Mention the service benefits

Let the customers know how they will benefit from your services. Provide every required detail that exclusively focuses on stating the service attributes. A big ‘NO’ to exaggerations and over claims- it can work against your objectives!

v     Review your copy

Reviewing is a crucial copywriting process that allows you to examine and scrutinize each and every single word in your copy. A copy should be reviewed at least thrice to evade any error in the subject. Typos, grammatical errors, punctuation mistakes- make sure you weed out all of those.

v     Everything does not have to be “grammatically correct”

This holds true especially when you are writing for TV Commercials. We are not always grammatically correct in real life; we also make deliberate grammatical errors when with friends, for fun. This does not mean that you can use totally ridiculous language. It just means your idea shouldn’t be handicapped because of adhering to grammar and syntax. The important point here is to light a desire in the prospect. E.g. if going by the rule one would is not supposed to use different languages in the same breath, but Virgin Mobile has the tagline ‘Think hatke’ and is totally relatable.

And finally, study the work of the great men of advertising. Write, write and re-write. The way to get effective advertising is to test everything. And if you are serious about copywriting, learn this one by rote and heart: Good copy is like a river; you should be able to jump in at any point and be carried along by the flow!