Writing copy that convinces and captivates readers is an art form. It requires a combination of precision and creativity to craft a message that resonates with the audience. The most basic approach to writing texts is to introduce the product without tricks or style, simply presenting the facts and benefits. However, this approach can be too generic and fail to capture the reader's attention.
Legendary publicist David Ogilvy said: “A good advertisement is one that sells the product without drawing attention to itself.” This means that every word should have a purpose and contribute to the overall message. To achieve this, writers must use precise language and avoid flowery words that distract from the story. He refined his writing style as an editor in the 1920s and contributed what he learned to the reissue of The Elements of Style in chapter V, “An Approach to Style”. This does not require the writer to summarize all his sentences or to avoid all the details and deal with his topics only schematically, but rather that every word says something.
For example, you can use an adjective such as “faster installation” in a heading to attract your visitors, but simple phrases like “one-day installation” and “24-hour” work best when it comes to the function breakdown. I have a lot of convincing verbs on my list of 273 words for writing emotional marketing texts. Choose your favorites and fill in the blanks.Copywriting is a content production strategy that focuses on convincing the reader to take a specific action. Don't get so caught up in designing or developing your website that you forget to write great text.
I think number 13: simplifying language is very important. Speaking of power, have you seen our list of more than 350 powerful words? It's easy to write generically about your company or business, but the “We do X, Y and Z” writing format isn't enough if you want to get real results. The truth is that it is almost impossible for you to write effective texts with only 2 to 6 words, and trying to summarize your message in the same words that others use will make it impossible for you to stand out.Don't pretend to be a professional writer just because you have the opportunity to choose your words more carefully. If that's not possible or practical, at least write it separately from the design in your preferred text editor.
So, I often write a piece (if I can afford it). I won't see it again for two or three days before editing it, as I realize that my subconscious has been working on a rewrite during that time, making the editing process much easier.Follow these tips to get clear, valuable texts that your readers will appreciate and remember (and also to become a better writer overall). If you know what they're looking for, you can write a text that grabs their attention in that brief moment of interest and influences their next action.The lack of style is what makes it work, which is why writers who master this “style” are sought after and revered. One of the most prestigious writing jobs dates back to a time when the term was still restricted to American copywriters.