Want to Know How To Write Better Copy for Your Marketing Campaigns and Websites?
Here’s how to write better copy in three urgent points. Yep, it’s a manifesto.
1. Those Pretty Adjectives Used Over and Over Again
In Every Brochure and Website?
Don’t Use Them. Ever.
As of right now, the following words and phrases are FORBIDDEN:
inspired, iconic, profusion, abundance, adjectives, adjectives, adjectives,
wealth of options, amenities, limited collection, airy, more adjectives,
seeing is believing, vibrant, exquisite, exclusive, still more adjectives,
this is living, redefining living, redefining luxury, redefining ANYTHING.
And that’s the short list.
Let me channel your mother for a moment: “If everyone else was jumping off a bridge…?”
No. You wouldn’t, and you shouldn’t. You’re a marketer, not a lemming. So if you want to write better copy, stop following pretentious adjectives and fat adverbs off the cliff.
And definitely do not allow them in your copy.
2. Just Say No to Superlatives.
I’m not ready to drop this point, yet, so here I go belabouring it.
You know why you must insist that your copywriters stop using those words?
Because, beside being derivative, generic and forgettable – which is NOT the intent of your marketing, right? – superlatives are inherently sketchy. Especially when you use them to describe yourself.
Would you trust a guy who told you he’s “exceptionally good-looking, features an intelligent and flexible design, and this is a unique opportunity to work with him?” No. You wouldn’t and you shouldn’t.
Neither does your client…which is why, if you want to write better copy, the adjective abuse must end. They hurt my heart and they hurt your business. Leave them to your competition.
3. Talk to Me and Me Alone.
Here’s what you should not leave out: YOU. It’s the most effective word in marketing. You’re not writing to an audience, you’re writing to the one and only perfect person for your product. Speak to her directly. Say hello.
Why hello, darling.
I’d love to write better copy for you.