Copywriting has two parts:
What you say and how you say it.
“What you say” includes things like making sure you’ve got benefits and features, including some kind of time limit or disappearing discount, and establishing hella emotional appeal. (Lookie how California is rubbing off on me...)
“How you say it” includes things like tone, using humor and the elements ofsurprise/delight, and not sounding condescending, manipulative, pushy, or sales-y.
But it’s super important to include readability or the “user experience” (it’s called UX in marketing lingo) in everything you write.
Some of this falls into the category of design and making things look pur-ty on the page.
But it’s the writer’s job to make easy for the reader to get the important info — and get it Q.U.I.C.K.L.Y.
A Few UX Copywriting Tips:
#1 Break up text. Small font in big blocks of text are hard to read, especially on a mobile device. Don’t make reading your brilliant words that you worked so hard on be difficult to digest.
#2 Think in headlines, subheadlines, regular text, text boxes, bullets, and fine print. Oh, you skimmers of the world, how I love you. I AM you. That’s why I pay attention to how something looks visually.
Also, things look different once they get designed or put in an email delivery system like Mailchimp. This is why I make sure to send test emails and ask my clients to let me look things over once the website is live but before it goes it.
How it looks on the page can actually change the meaning of what’s written.
#3 Make your offer SUPER CLEAR VISUALLY. Streamline the copy. Boldface it. Center it. Make it pop with a color. Use bigger fonts and easy-to-read fonts. Don’t bury your offer by leaving it to the very end. Bonus points for great product photography.
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Why is this important?
Ever get an email that’s super important but really hard to read? You miss things and don’t get the full effect. This is bad communication and bad copy, no matter how compelling what’s being said is.
And that’s your copywriting P.S.A. for today...