The art of effective copywriting
Writing well on any subject requires proper understanding. A strong understanding of the subject with an expressive articulation makes for effective writing. A few copywriting principles presented in this article may be helpful in refining your copy.
Three components of effective copywriting:
All effective copywriting, regardless of its style, has three components: purpose, form and appropriateness. A style aimed at entertaining might be inappropriate when the intention is to persuade. A copywriting style that is effective in a comic novel would probably be ridiculous in technical copywriting. It is never a good idea to come under the influence of a style or approach that drifts you away from your original line of thought. No matter the writing style, ensure a proper structure that aims towards developing the main idea in a logical way.
Launch your copy with a punch:
The key rule to effective copywriting is to have a striking opening. Attract reader’s attention with, may be a startling statement, a clever image, or a vivid word-picture, compelling them to read more to find out what lies beyond.
Balance information:
This is a bit tricky. Depending on the kind of copywriting you do, you may need to stick to a specific writing genre. Intelligently add humor, facts, and scenarios to break the monotony and maintain readers’ interest till the end.
Characteristics of a good copywriting piece:
- Unity: The subject matter should be very well defined in mind and the same should be expressed with being mindful of the subject matter throughout your writing. While it’s important to eliminate irrelevant bits from your writing, you can treat your subject in a number of ways and from different stand points.
- Structure: Your writing should follow a structured thought process to allow a logical and definite conclusion. A well defined line of thought is a common thread that runs through various kind of your writing, without distorting the main theme.
- Brevity: Writing, unless research work, should be concisely expressed. The ability to express voluminous information in a succinct manner is a skill requiring enough practice. For this one should be exposed to writing for various people. However, brevity should never be exercised at the cost of important information.
- Style: Your copy should have a mix of conversational, dignified, literary style to suit various kinds of writing. The secret of clear writing is clear thinking. If you posses a clear understanding of your subject matter, words will automatically flow allowing your to express yourself. As Cobbett once said, “If you clearly understand all about your matter, you will never want thoughts, and thoughts instantly become words.” Cobbett is a writer whose style is model of clearness, simplicity and directness.
One final word! Try to be a natural copywriter and avoid imitating another copywriter’s, however eloquent.
