Is your copy holding you back?

We all encounter hundreds if not thousands of written messages every day. Whether we’re shopping online, reading emails, checking LinkedIn, scrolling Instagram, watching TV, or even walking down the high street, words are everywhere. For a modern estate agency business, it’s the primary way of communicating with potential or existing clients, especially in digital channels.

When listing a property it's crucial to ensure descriptions are up to scratch; think clear and concise yet detailed. Typos and grammatical errors won't do you any favours when it comes to potential buyers deciding whether or not to book a viewing.

But how do you take all the inspiration in the world around you and use it to make your own words (or “copy” as it’s known in the trade) more compelling? We asked Jen Harris, our Senior Copywriter, to share some tips.

The first step to making your copy more compelling is to start noticing the words around you. “We truly are surrounded by words,” says Jen. “Email subject lines, app notifications, news alerts, TV ads, leaflets through the letterbox, social media posts, website headlines, product descriptions... The trick is to become more aware of these and use them as inspiration.”

“If you see some copy you like, save it” is Jen’s next tip. If it’s an email subject line or social media post, take a quick screenshot on your phone or laptop. If you’re walking down the street and see a clever advert headline, take a photo or scribble it down in a notebook. “Don’t let these golden nuggets of inspiration pass you by!”

Jen also recommends taking a moment to think about why different bits of copy are effective (or not). What was it about a particular subject line that made you open an email? Why did that social post headline stop you scrolling and make you read? What about that email encouraged you to leave a review about your experience? Once you start analysing how copy can affect your behaviour, you can try out some of these strategies in your own marketing.

Once you’re in the habit of saving examples of great copy, keep them organised and in one place – whether that’s on your phone or laptop, or an actual physical folder for flyers, leaflets and print-outs.The next time you need a strong subject line or attention-grabbing headline for a marketing campaign, you’ll have a stash of ideas to turn to. We’re not saying copy them word for word – rather use them as inspiration and make them your own.

In the competitive world of online marketing, your copy needs to stand out; to shout louder or resonate more strongly with your audience. Copy is often most compelling when it’s one of the following three things: powerful, emotive or unusual. Powerful words (e.g. drive, achieve, benefit) are difficult to ignore and encourage action. Emotive words (e.g. happy, enjoy, hope) tap into feelings and communicate more deeply with your audience. Unusual words (e.g. play, game) make one curious and are often more memorable.

There are many different digital tools to help make your writing more compelling. One of the most popular is Grammarly. According to Jen, “this nifty tool helps identify any grammar gremlins in your writing (e.g. spelling errors or commonly misused words) and it helps you write more concisely. You’ll need a subscription for the full service. But if you don’t have the budget, there’s lots of free content on their blog.”

?? BONUS TIP: Check your description for typos and spelling or grammar errors to show potential viewers that you have excellent attention to detail.

There are also plenty of free apps and bits of software. Check out our post on?4 free digital tools to improve your marketing copy.

To sum up, your day-to-day life is packed with inspiration to make your copy more compelling. Once you start noticing and saving your favourite examples, you’ll soon build a bank of ideas to try out in your own marketing materials.