For DIY Copywriters Who Want More Powerful Results
When I started to study copywriting, I assumed we’d make large, sweeping changes to transform the copy. I was surprised to see the impact of small changes. Now I tell my DIY clients: “Often when the copy seems hopeless, a twenty-minute fix can be all you need.”
Get started with these 5 tweaks as a checklist. and let me know how it works for you.
1 — Use the word “you.”
Don’t be afraid to turn sentences around to turn attention to the client.
Extra tip: As an exercise, take the copy you’ve written. Rewrite every sentence to begin with the word “you.” Variations (“you’re” and “your”) are ok.
Original: This course offers 3 tips to revise your home page.
Revised: “Your home page will get more clients when you use these 3 tips to revise your copy.”
Or: “With these 3 tips, your home page will begin drawing clients like bees to honey.”
OK, not bees to honey, but you get the idea.
2 — Use present tense wherever possible.
“You will enjoy” becomes “You enjoy.”
This one tweak changes the whole feeling of your content. While you’re there, get rid of the “would” and “should” phrases too.
3 — Avoid words that suggest work or effort.
“Discover” seems lighter than “learn.” “Get better” sounds lighter than “improve.”
4 — Create a “you are there” sensation.
Turn abstractions into symptoms. “We will help you overcome obstacles” can become, “No more feeling guilty because you ordered the chocolate pie instead of the spinach salad.”
OR “You ordered the chocolate pie instead of kale salad — again? You lose all the diet-guilt with our 4-step program.”
Stories and snippets of stories make all the difference.
5 — Read your copy aloud to yourself.
A few copywriters sing their copy, but that’s beyond my scope.
When you find yourself stumbling over a phrase, that’s a hint to start revising.
I’m Cathy Goodwin, helping small businesses solve their biggest challenges with storytelling. You can download this free report for even more tips — 7 Copy Tips To Jumpstart Your Sales. http://mycopy.info/7copytips
And I have a whole course on copywriting with stories here at this link