Stop what you’re doing right now.
Look, I know that copywriting sucks. What I want you to know is that I also. Hate. Writing.
The thing is, writing isn’t supposed to be so hard. If it sucks that much, you’re probably doing it the wrong way.
If the words aren’t flowing it’s because you haven’t done enough “pre-work” to prep for your writing.
What pre-work should you be doing, you ask?
Don’t write another word of copy for your business until you can answer these 7 questions:
QUESTION #1 – WHO IS THIS FOR?
This is hands down the most important thing you need to know before you write a word. If you don’t know who you’re writing to, what’s the point? Think about having a conversation with someone without knowing who the person is with whom you’re talking? Weird, right?
QUESTION #2 – HOW DOES MY TARGET READER TALK ABOUT THIS?
The best way to resonate with someone is to use language they are using when they talk about the problem, situation, desire, emotion. Don’t use your industry lingo or fancy pants language from the thesaurus – just say it the way people talk about it naturally!
QUESTION #3 – WHAT TANGIBLE RESULT DO THEY WANT?
Your copy will be a gazillion times more effective if you know the one, specific, desired result you want the reader to get before you start writing. Otherwise, you might write a bunch of great language that overwhelms people.
QUESTION #4 – WHAT ACTION DO I WANT THEM TO TAKE?
Copywriting, by definition, has a goal of getting the reader to take a specific action. You can’t possibly write great copy if you are not leading people to take an action. It’s best to define what this action is before you start writing.
QUESTION #5 – HOW CAN I HELP IN THE MOST EFFICIENT WAY POSSIBLE?
I can’t stand reading articles, books, or blogs that are longer than they need to be (don’t even get me started on the Twilight books. At least half of that content should have been deleted!).
Respect your reader’s’ time and give it to ’em straight!
QUESTION #6 – HOW WOULD I FEEL IF I READ THIS COPY?
If you add any one tool to your copywriting toolbox, make it this one. Don’t you dare send out an email before you read it in your own inbox and put yourself in the reader’s shoes. Don’t you dare hit publish on a blog post without looking at it from the audience’s POV.
I guarantee you will notice a few things you can tweak that will make a HUGE difference when you step out of your point of view and into your reader’s.
QUESTION #7 – HOW CAN I MAKE IT MORE FUN?
Once I’ve finished writing a piece of copy, I always go back through it and add some sprinkles of fun. A little joke here, a little lighthearted comment there (you did notice my Twilight reference, right?) This personality makes your writing more relatable and enjoyable – and you do want your readers to love your writing, riiiight???
I hope this post will help you to write better copy! Which question do you like the best?