Copywriting Tips That Will Make You A Better Writer

Writing is a skill anyone can learn.

In today's issue, I'm going to share the techniques I use to help elevate my own writing.

Good copywriting persuades your readers to take the action you want.

Right now, I'm just trying to keep you reading. Other times, I write to get an open, comment, click, sign up, order or buy. 

Unfortunately, businesses struggle to produce persuasive content. Their copy isn’t a priority. Writing is one of many tasks that need to "get done". The common approach is hit the word count and move on. 

The result is lazy copy that’s vague, boring, too formal, and riddled with cliches. 

Luckily, these tips can help you become a better writer and inspire your readers into action.

Tip 1: Know Your Goal

Before you sit down to write, first decide on your objective. What action do you hope to create from your readers? 

I see a lot of B2B websites explaining everything about their business with no focus on the action they want their visitors to take.

For example, if your business wants leads, your goal is to get visitors to fill out your form for a callback. Don't try to sell everything. Focus on your form.

Most contact forms look like an afterthought. In contrast, Conversion Rate Experts explain exactly what visitors will get, presented in a clear, bulleted list.

Know the action you want your readers to take and tell them what they get for doing it.

Tip 2: Make Your Opening Strong

Pay close attention to your headline and first sentence. People read these two lines more than any other, at least 5x more.

It took me an hour to write this newsletter. I took three days to come up with my opening sentence and headline. It’s that important.

The goal of your opening sentence is to get your readers to keep reading. 

Make your first line interesting enough to intrigue them and incomplete enough to leave them hanging. 

One of my best performing posts on LinkedIn had a strong opening.

It’s short and creates unresolved questions:

- Why did I leave? Why so early?

- Where was I going?

- What happened afterwards?

Great writing can communicate a lot in a few words.

In 'Harry Potter and the Sorcerer’s Stone', J.K. Rowling writes:

“Mr. and Mrs. Dursley of number four, Privet Drive, were proud to say that they were perfectly normal, thank you very much.”

It’s the final four words that are particularly brilliant, depicting the stiff, proper, and strict Dursley couple. It shows how you say something is often more powerful than what you say.

Tip 3: Use Direct, Simple Language

After you’ve finished writing, go back and make it simpler.

I could have written the above heading as: “Be meticulous in avoiding over-complicated verbiage”. But that would be harder to read.

Complex words make you sound smarter, but they create friction for your readers. Tone them down. You’re not trying to impress. You’re trying to communicate. Use ordinary, everyday words. 

Minimise the effort it takes people to read so they can think harder about what you’ve written.

 Tip 4: Avoid Cliches

Cliches help you write faster. They also ruin your writing. Don’t use them. Ever.

They’re overused and ignored. Think of them as words with zero impact. You’ll never hold your readers’ attention if you head for the obvious shortcut to finish your writing task faster.

Instead, craft a fresh phrase. Or find a clear, direct way of explaining your point. 

Don’t tell your audience to “take the path of least resistance”. Rather “choose the easiest course of action.”

They don’t need to “stop beating a dead horse”. Tell them to “stop wasting your efforts”.

It takes longer to write but it's better writing.

Tip 5: Speak Directly To Your Reader

When we write, we write for people. Plural. Newsletter lists, website visitors, social media followers. We’re always writing for an audience. But when your audience reads, they read alone. Never, ever forget that.

Don’t write like you’re addressing guests at a wedding. Write like you’re talking to the groom, in a quiet room, one-on-one, before the ceremony.

Don’t write: “I wanted to let you all know that…” Instead “I wanted you to know…”

Make each reader feel like you’re talking directly to them.

Tip 6: Vary The Length of Your Sentences

Sentences that are all similar lengths, using similar words, makes for boring reading. 

Variety adds surprise. It tells your readers to pay attention to what’s coming next because it’s unpredictable. It keeps them engaged with your copy.

It also creates rhythm. Read something out loud and you’ll notice you read longer sentences faster. Your speed will increase as you read towards a full stop. Short sentences make us pause. Mixing long and short sentences creates rhythm which makes for great reading.

Variety is key.

Tip 7: Write For Skimmers

Few of your readers take in every word of your article, post, newsletter, or webpage.

They scan the page, read your headings, start of paragraphs, opening words. If they spot something interesting, they’ll read further before skipping ahead again. 

Support them with:

• Small paragraphs
• Short sentences
• Headings
• Bullets and numbered lists

I write short sentences split by loads of white space on LinkedIn. It's easier for people to read when they're skimming their newsfeed.  This style is not without its critics as you can read below.

Write for your readers, not your critics.

Tip 8: Use Fewer Words

Ask yourself “Do I need this word? Is my point lost without it?” Most often, the answer is no.

I know your readers have “A really big problem.” It’s hard to convey how big their problem is without the word “really”. Trust me, you don’t need it. (Notice I didn’t say “you really don’t need it”.) Cut it. Your readers will thank you with their attention. 

Make every word earn its place.

Let’s Wrap it Up

You made it here which means I achieved my copywriting goal.

I hope these tips help. Remember:

1. Know your goal

2. Make your opening strong

3. Use direct, simple language

4. Avoid cliches

5. Speak directly to the reader

6. Vary the length of your sentences

7. Write for skimmers

8. Use fewer words

I firmly believe writing is a skill anyone can learn. Like every skill, you've got to practice to improve.

Write to publish, or simply write to practice.

Just make sure you keep writing.

Over to you.

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That's a wrap on issue 002.

Thanks for your feedback on last week's issue. Much appreciated.

See you again next week.