11 great copywriting tips that will take your copy to the next level.

“‘Choose your battles’ has got to be the most poignant mantra to help you pursue your life’s passion,” says Jannie Fuller, a freelance copywriter and author.

A copywriter, Fuller works on some of the UK’s most recognised ad campaigns and special projects. She is passionate about her profession and her work and has shared her skills with CPD programmes, universities, colleges, workshops and businesses worldwide.

So, what makes a great copy?

“A good piece of copy has to be clear. It has to be simple. It has to be direct and it has to tell a great story,” says Fuller.

And here is Fuller’s top 11 great copywriting tips she has taught.

Focus on benefits and benefits only

“A key piece of copywriting that any business can learn from is how to maximise the value of their product or service for customers,” Fuller explains.

“A great piece of copy will always start with benefits,” Fuller says.

The benefits may be short, but they will say what the client will get from your product or service.

Go with action verbs

“In the most basic sense of the English language, action verbs are the most powerful. Their absence says the same thing as their presence. They are never present,” Fuller explains.

She says an empty phrase – such as “buy now” – is as powerful as a great sentence, and is particularly effective if the client can do something once they have read the copy.

Rig the experience

“Start by establishing what the experience of your product or service is about. This will usually come first,” Fuller explains.

“You can then build your copy around that, telling a great story that will compel your audience.”

Keep it real

One of the most important elements of great copy is what is real.

“When you’re writing a piece of copy, there is a danger that you might lose the magic of your product or service,” Fuller explains.

“Write your copy with the audience in mind, so that your copy is completely honest,” she says.

Use a great offer

“Treat your audience as a human being. And when they buy, make sure you take them to the next level. You want to go beyond your competition, to increase your chances of them coming back,” Fuller says.

Create urgency

“There are times when a good offer will create urgency,” Fuller explains.

“Our brains respond more to that – and our bodies – when we need something than we do when we are just trying to avoid something,” she explains.

Use images and pictures

“Images and pictures can become a great tool in selling your product or service,” Fuller explains.

“This can help your reader to become emotionally involved. That can work in your favour.”

Fill in the blanks

“Never hesitate to ask questions in your copy,” Fuller explains.

“Asking questions can be the best way to get the information you need. You don’t have to ask the question yourself. But don’t be afraid to ask the client for their feedback.”

Address concerns

“Be sure to address your concerns and also ask your client to tell you what they are concerned about,” Fuller explains.

“If you put all your concerns into the body of your copy, then your reader will probably be able to use that information,” Fuller says.

“This is your chance to be proactive. You will have done your homework. Now is the time to talk about the product or service that will satisfy your client’s concerns.”

Don’t be passive

“An important part of the process of selling your product or service is to encourage your readers to do something. If your copy is simply telling your reader what the product or service can do, then they will remain passive,” Fuller says.

“And if they are passive then they aren’t going to be inclined to buy.”

Help them identify

“Don’t simply say, ‘Buy our product’,” Fuller explains.

“Say, ‘What if I told you that by subscribing to our service you could’. This helps your reader to focus on the benefits of the product or service.”

Final thoughts

“Copywriters always go for urgency, with the goal of convincing the reader to make the purchase right now,” Fuller explains.

“They might include words that they feel will encourage your reader to act. Don’t be afraid to ask your client for feedback and read their copy to ensure that you are telling your client what they want to hear.”

“Your copy should build credibility and that’s what will help you close the sale.”