Last post, I shared my copy writing secret weapon that I use whenever I need a creative spark to get me in writing mode. It’s all about finding inspiration in well-done copy, then making it all your own. In case you missed it, you can catch up on that post right here.
This week, let’s dive into two more easy and effective copy writing tips. I’m just gonna apologize to my mom for the first one now…
Tip #2: Write when you’re tipsy.
I find that the best copy I’ve ever written was when I wrote *as if* I was on my second glass of wine, talking to my best friend. Whether I’ve actually hit the bottle or not, this frame of mind is crucial if you want your copy to connect.
The worst copy I’ve ever written was when I was writing as “Professor Dallas.” Professor Dallas is very busy trying to be clever. She communicates with eloquence, professionalism and…she’s a little impersonal.
Okay, A LOT impersonal.
This is actually the mistake I see most often from coaches in their blogs, social media posts, and particularly in their sales copy.
They talk to the masses instead of their dream client. They speak in Coach-talk using words or phrases the average Jane never says in real life. They try to educate instead of connect. And they often sacrifice clarity for cleverness.
If you take nothing else away from this blog, take this: Write how you talk. Maybe even write how you talk… tipsy.
For me, that means using words like gonna and gotta. I know my grammar might make some English teachers cringe, but that’s how I speak. Therefore, that’s how I write. That way I know I will connect in a real way with my target audience.
Tip #3: Get to the point.
This is not English class. The first few words of a sentence and the first few sentences of a paragraph DO NOT set the stage in the real world. They just bore your audience and distract from your main point.
Instead, begin with your most important point. Just go ahead and say what you want to say!
Too many coaches get way too verbose and cuddly in the way they write about their work. Your writing needs to be action oriented. It needs to drive your audience and get to the point.
Here’s an easy way to do that ⇒ Drop that “ing!”
Truthfully, I had to Google what kind of a verb ends in “ing.” If you’re curious, it’s called the future perfect progressive tense. It describes a future ongoing action that will occur before a future specified time.
WTF — what does that even mean?!?!?
And yet, I see this all the time! And it’s no wonder that this kind of copy is clunky and confusing.
So, step out of speaking in the undisclosed future and talk about the here and now.
1. “You will be experiencing yourself as having more confidence …” becomes “You’ll feel more confident.”
2. “When you’re blogging…” should be, “When you blog…”
3. “I will be growing my business…” is simply, “My business will grow.”
If you want to be effective, cut the fancy, fluffy, language and write how you talk. Unless you talk like a weirdo. Then, write how most people talk. That’s where your copy will convert more effectively.
Phew! That was a lot. So much, in fact, I had to break it up into two blogs.
So, here are the big takeaways:
1. You don’t have to do it alone. Develop your own swipe folder where you can LOOSELY model effective copy from other people.
2. Feel relaxed and like you’re talking to a friend.
3. Write how you speak! And get to the darn point.
Give yourself the gift of connected copy so you can write more naturally and, of course, bring in more clients because you’re finally speaking their language.