Blog Post

Want to punch above your weight?!

How much time do we spend trying to make our marketing content interesting? How many hours have we stared at a blank computer screen praying for divine intervention. And why, oh why is it so difficult to write about you/your own business without sounding arrogant or worse still a little vanilla?

In 2001 I did a Copywriting Diploma with the Institute of Copywriting and since then I’ve not looked back. Gone is the drivel and meaningless waffle, instead I strive for punchy, relevant and engaging. After all if your target audience only have between 3-7 seconds to work out if what you are offering is for them, then you can’t be offering them a beautiful sonnet, when they would rather have a simple limerick.

So what’s the secret? Well here are my tips for great results.

  1. Cut the crap – analyse every sentence by asking what does this really mean. If you can’t come up with a suitable answer then remove it.
  2. Be specific – remove jargon, waffle and superfluous words.
  3. Keep it simple - use simple language that tells people exactly what they need to know.
  4. Remove subtleties – tell people exactly what you want them to do.
  5. Give people a reason to listen – if you want people to follow your suggestions, give them something that they want i.e. something for free.
  6. Focus on benefits – remember the most powerful benefits are related to saving money, making money, being free from fear and worry, having a sense of belonging and/or being happy.
  7. Use stories to illustrate your points so your audience can relate to what it is you can provide and how it will help them.
  8. Don’t shy away from customer objections – address them efficiently and prove your value quickly.
  9. Don’t be self-indulgent – less I, we and us and more you and your.
  10. Don’t big yourself up unless you can prove it – truth still has a place in marketing copy.

When you write sales copy, you need to think about your target audience. But you also have to remember who you are and not try to be something that you aren’t.

I believe that writing good content comes down to three things: 

  • Be honest
  • Be yourself
  • Be captivating 

Think you can do it? Well give it a go. If not, don’t be afraid to call in the experts.