1. Don\u2019t be clever
\nThe greatest headlines and copy are those that are straightforward and to the point. Use language that you would use in conversation \u2013 but be sure it\u2019s not jargon (unless specific to industry) or grammatically incorrect.<\/p>\n
2. Don\u2019t be flowery
\nDon\u2019t give in to the temptation that adjectives are winners \u2013 they\u2019re not. People respond better to verbs. It\u2019s quicker and to the point.
\nAn active sentence such as \u201cTom kicked the ball\u201d is far more forceful, entertaining and effective than \u201cThe ball was kicked by Tom\u201d. Remember that adjectives are a waste of time.<\/p>\n
3. Don\u2019t think it\u2019s about you
\nBiggest mistake companies make is mentioning how great they are and how excellent their services are, etc., etc., ad nauseam. Keep it about the prospect\/reader\/customer. Write how it can affect them \u2013 make it about them.
\nAlso, remove the \u201cI\u201d from your keyboard. Never write in the first person \u2013 people are selfish, and are more interested to see what\u2019s in it for them.<\/p>\n
4. Don\u2019t waste time
\nGet to the point quickly. People don\u2019t have all day to read \u2013 and there are tons of ads out there. Make yours quick and to the point. It is hard, but that\u2019s what copywriters are paid to do: to come up with catchy, to-the-point copy. Remember, one idea per paragraph.<\/p>\n
5. Don\u2019t be a punctuation-junkie
\nRight, remember this: for every comma you use, you lose R50. Rather use a dash or an em-dash. A comma retards the flow. So don\u2019t use too many punctuation marks \u2013 and never use an exclamation mark, unless it really, really works.<\/p>\n
5. Don\u2019t be negative
\nYour copy should be positive, even when explaining a problem to the reader. At a glance, readers remember the sentence without the \u201cnot\u201d \u2013 so for example, \u201cBrand X believes in not disappointing customers.\u201d For some reason, psychological or other, readers will keep \u201cdisappointing and Brand X in their minds\u201d \u2013 make it positive.<\/p>\n
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\nPS: I would recommend a professional agency, if you\u2019re a company, to write your copy \u2013 try www.urbrand.co.za \u2013 they\u2019re a great agency, in my opinion.
\nOr email me claudiomilo@live.co.za<\/p>\n
URL<\/strong>: http:\/\/www.urbrand.co.za<\/a> Author: Claudio Milo<\/strong> from Your Brand Agency<\/a>. Originally distributed by MyPR.co.za<\/a>.<\/strong><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" 1. Don\u2019t be clever The greatest headlines and copy are those that are straightforward and to the point. Use language that you would use in conversation \u2013 but be sure it\u2019s not jargon (unless specific to industry) or grammatically incorrect. 2. Don\u2019t be flowery Don\u2019t give in to the temptation that adjectives are winners \u2013 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[3257,1452],"class_list":{"0":"post-21427","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-south-africa","7":"tag-mypr","8":"tag-public-relations","9":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/21427","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=21427"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/21427\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=21427"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=21427"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=21427"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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