Writing good copy
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Transcript of Writing good copy
WRITING GOOD COPYHOW TO BE INTERESTING AND GET BUSINESS
GOOD WRITING• Clarity• Feeling• Direct• Consistent
viewpoint• Active voice• Good organization• Maintain the basics
• Good grammar• Correct spelling• Punctuation
GOOD COPY• Concise• Action oriented• Tells a story• Easy to understand• Targeted• Instills inspiration or
action• Interesting• Precise• Benefits oriented
TYPES OF COPY• Plain• Storytelling• Conversational• Persuasive/Imagine• Long copy• Killer poet copy/story
sell• CEO copy• Frank and earnest• Superlative• Rejection copy
Source: http://www.copyblogger.com/good-copywriting/
PLAIN• Informative• Just the facts• No sizzle• No
conversation• No claims
STORYTELLING• Opening• Conflict• Dialogue• Solution
CONVERSATIONAL• Talk directly to
the reader• Informal• Feeling
IMAGINE COPY• “Imagine…”• “Pretend for a
moment…”• “Close your
eyes…”• Paint a picture
of what’s possible
LONG COPY• More you tell,
the more you sell
• Complex proposition
• Series of snippets (small portions)
KILLER POET COPY• Creative• Clever• Artistic• Sells• Solution
oriented
CEO COPY• Down to earth• Here’s why
we’re doing this
• Intention• Connection• Care
FRANK AND EARNEST• Start with what
doesn’t work• Honesty• Trustworthiness• Transparent• Credibility
SUPERLATIVE• Evidence-
based• Testimonials• Research• Statistics
• Use sparingly
REJECTION COPY• Discourage• Exclusive• Invitation only• Generates
curiosity and desire to belong
FIT• Mix and match• Occasion• Topic• Intention• Sender• Receiver