One equation for copy that converts.
August 23, 2021
Writing good copy is hard. Writing copy that converts? The hardest – but wait – we found a punchy guide to copywriting that kept us reading. Let’s cannonball in.
First the title: “How to write words that sell like a Florida Snow Cone Vendor on the hottest day of the year” by Cole Schafer, the creator of Honey Copy. Wow – right? Anyone writing words for their business needs this guide. Especially if you want those words to matter.
Here are some of our favorite nuggets (but there’s a whole platter of nuggets in the full guide you’d be remiss not to devour).
Copywriting is about selling. Getting the reader to do something – buy a product, subscribe to a newsletter, feel seen, sign up for a ridiculous reality TV show.
Copywriting, in short, is made up of three elements: a headline, first sentence, and the body copy. So how do we turn that copy into something that sells?
- First up, a strong headline. It’s arguably the only thing anyone will read. But if it’s killer, someone might keep reading. So take your time on it. Schafer suggests spending 20% of the time you dedicate to each piece on the headline alone. The goods:
- Re-imagine overused clichés or idioms
- Combine opposites
- Start simple and then make it spicy.
- On to the next element – a punchy first sentence. Make your reader curious. A short first sentence can hold a lot of power when done right. Hook the reader early so they don’t get bored before getting to the meat of your work.
- Obviously, the body copy is also important – it’s the meat we mentioned. Make that good too. The goal is to create well-constructed and flowy body copy that pulls your reader right along through the piece. Schafer provided many tips for doing this successfully. We listed a few we like most:
- Create a rhythm with varied sentence length.
- Adverbs make you sound timid. Don’t use them.
- Use simple words. 1-2 syllable words are all you need.
It’s an easy equation.
Strong Headline + Punchy First Sentence + Flowy Body Copy = Words that sell.
If your brand needs better words and a voice that shakes things up – let’s talk. Email us at firstname.lastname@example.org to set-up a call.