Ready-to-use copywriting tips from copywriters

Most copywriters make the mistake of not being able to make sense. How can you make your copy both clear and catch the user's attention? Let's take a look!

If you are asked to write a paragraph about a facial mask to make users feel that it is very hydrating , how would you write it?

I found that 90% of people have made a mistake, and you may be making it now. You may not even know it! This mistake is...

The copywriter doesn’t speak human language!

For example, if you write the above mask hydration copy like this:

Moisturizing and caring, the skin is clear, bright and intensively hydrated, replenishing water vitality, clear and hydrating, cleansing and moisturizing.

Sorry, this is typical copywriting that doesn’t speak human language!

There are at least three dangers of copywriting that do not speak human language, you must know:

First, users don’t understand

Even if your product has great selling points, but you don’t speak in human language, others won’t understand you.

Second, users don’t feel

When users read your copy, it’s like listening to a cold robot speaking, so how can they feel anything?

Third, users feel that it has nothing to do with me

When users read your copy, they don't feel like they are chatting with each other one-on-one. Instead, you are broadcasting through a loud speaker, speaking in a one-to-many tone, so users will not take it seriously at all.

How to solve this problem? Here are three practical methods to help your copywriters speak human language.

1. Speak in plain language

For example, for a hydrating mask, we can write:

I use it at night, and when I wake up in the morning, my skin is not tight or flaky, but feels soft and supple.

You see, although it is plain language, users can understand it as soon as they hear it, and the benefits are more obvious, which is enough.

Sales copywriting is not about literary talent, the most important thing is to make users understand!

Then you may ask, how can I be sure that what I write is plain language?

It's simple. Read your written copy to your friend. If he doesn't understand, you can revise it until he can understand it.

2. Have emotions

Copywriting without emotion is like a pool of stagnant water and is very boring to read.

On the contrary, once there are emotions, users will have emotional fluctuations when reading, so they will be more easily infected.

So next time you write a copy, you might as well try to implant your own emotions. You can implant the emotion of surprise:

Oh my god, he sold 14 million worth of goods in just one event!

You can also implant the emotion of fear:

I was so scared! A pimple almost disfigured me!

Or you implant anger:

Let those unprofitable copywriters die~

Have you noticed that the copywriting above all has its own emotions, so it doesn’t feel dull to read. Doesn’t it feel like the copywriting has come alive?

3. Chat

Now think back to the mass blessing messages flying around during the Chinese New Year. Will you reply?

I usually ignore it or delete it directly. Why?

The reason is simple, he didn't send it one-on-one for you! So he is not sincere.

On the contrary, if the other party writes a message specifically for me and includes my name, I will definitely reply seriously.

Okay, the same goes for copywriting.

The copy you write in a one-to-many, broadcasting loudspeaker tone is like a group blessing message, and users will not care at all.

Instead, you need to change the tone to that of a one-on-one chat so that users will take it seriously!

For example, the following two sentences

What should I do if my child doesn’t like to study?

What should you do if your child doesn’t like to study?

Although the second sentence only has one more word - "you", the user will feel that you are talking to him one-on-one at this moment.

So he will take your speech seriously, because he feels it is relevant to him!

Okay, the above are 3 ways to make your copywriter speak human language immediately. Have you learned them?

In order to facilitate your later review and practice, I made a complete mind map:

Author: He Yang

Source: He Yang talks about copywriting