Before we start, I need to make sure we agree on one thing.
The goal of copywriting is to deliver results.
Not to have the best style, grammar, punctuation, and creativity. We’re not trying to get an A+ in Literature 101. Our aim is to use direct response copywriting to drive action.
This means saving many of our poetic phrases and thesaurus searches for our creative pursuits. Because although the words might be stylistically beautiful, they most likely take more time for your audience member to understand. And in this digital age of goldfish-length attention spans, your writing needs to be clear, concise, and centered around your audience.
In the end, copywriting for your marketing channels needs to be focused on meeting the needs of your reader. It’s about them, not the writing. And when you’re writing directly for them, you’ll quickly find that your writing becomes a whole lot clearer.
Resulting in copy that drives measurable results. And when your new advertisement beats the old ad copy in A/B testing by 15%, that’s when you know your copywriting is accomplishing its purpose. So how do you start writing for your audience? I’m glad you asked.
Great Copy Is Clear As Glass
A window serves its purpose not by drawing attention to itself. If it’s covered in fingerprints and dust, all you notice the glass. But when it’s clean, your eyes are drawn to what lies on the other side. And the same rules apply for powerful copy.
And while it may seem strange at first, when your copy is “too good” sometimes it actually draws attention to itself and away from your product or service. A well-written article may move a reader to laugh, cry, or reflect. However, those responses are not your goal. Your only goal of your copywriting is to get the reader to take one specific action.
If you want to be recognized for your literary skills then invest in a creative writing class, but don’t bring that goal into your copywriting. You’re looking for a direct response like this: “Gosh, I actually do need this product. It’s just what I’ve been looking for. Let me click to see more.”
Although hearing this might feel nice: “Wow, you’re writing had me cracking up. I like how you said…”
What you’re looking for is results. So keep your copy clear and focused at driving one, measurable result.
Emotion Drives Our Decision Making
Countless studies have proven that our decisions are made from our subconscious, emotion-driven brain, and only after, are backed up with emotion. During just the first quarter of 2019, Apple shipped an estimated 36.4 million iPhones worldwide. Ask a customer why they bought their iPhone and they’ll speak about the new features and updates. How could they resist the new camera and touch screen?
However, according to Dr. A.K. Pradeep, author of The Buying Brain, the secret behind why people buy their Apple products is this. “When you move an icon on the iPad and it does what you thought it would do, you’re surprised and delighted it actually happened,” he says. “That surprise and delight turns into a dopamine squirt, and you don’t even know why you liked it.”
Copywriting that drives action speaks to this emotion charged, subconscious part of our brain. The reader likely can’t explain why they like “x,y,z product” but they do. On the other hand, what is academically perceived as “good writing” produces the opposite effect. It writes to the rational, intellectual parts of our brains… which unfortunately doesn’t have the same effect on our behavior like the subconscious does.
This is why simple writing that a 3rd grader can understand is the writing that drives sales. Waxing poetic might gain admiration in literary circles, but clever writing primarily engages our conscious minds. And to connect with the subconscious parts of our brains we need short, simple, clear writing. Which takes us on to the next tip.
Let’s Talk Reading Levels
Wondering what the average reading comprehension of American adult is?
The answer is: ninth-grade.
Which means, if you’re writing like you’re in a university classroom, most people will be confused by your writing. And if people are struggling to read your email, 95% of the time that email is going straight into the trash. If it’s a Facebook ad while they’re scrolling, the attention your audience is giving your writing is even shorter. If it can’t be instantly understood, you just lost your reader.
In this crowded digital age, our overstimulated minds are all looking for a reason to ignore messages and pop ups. Don’t give your reader another reason to delete your email by trying to make your writing sound poetic.
Copywriter legend Lee Euler practiced this principle when he wrote Plague of the Black Debt, one of the most successful pieces of writing in direct-marketing history. Euler mailed more than 14 million pieces, generating over $7 million in revenue.
And he inspired action in his audience while covering an extremely complex topic – all at a 6.8-grade reading level.
Time To Put These Tips To Work
So now that we’re on the same page with the difference between good writing and good copywriting let’s get down to leveling up your writing. After you’re done here, review your email newsletters, advertisements, social media posts, sales pages and any other marketing assets with the lens of these questions:
Is my writing taking the spotlight away from the action I want my readers to take?
Am I writing to move the unconscious, emotional mind or the conscious, rational mind?
What is the reading level I’m writing at (to get another opinion, use this free tool)
Remember, the goal of your copywriting is to drive results. The prize isn’t a medal for our creative writing. The ultimate price is seeing our writing produce growing, measurable results.