Don’t be afraid to take the occasional risk, says #copywriting 9. As Hubspot points out, knowing your audience can help you feel comfortable doing something wacky with your copy, as Red Bull did. Don’t worry about making other people happy.įor me, this rule is about defying expectations, avoiding conformity and taking the occasional risk. These 25 books on marketing are a good place to start. The better your knowledge, the better and more successful your copy will be. Reading helps you educate yourself about your industry and learn what your audience is concerned with. Read, read, read.Īll writers need to read, and that applies to copywriters too. And it’s also about harnessing emotions and waving a magic wand to dispel your audience’s fears and doubts. It’s about tapping into the most exciting aspects of your product or service so you can convey those to your audience. I find this rule particularly inspirational. If you’re creating copy that addresses a specific audience, you’ll need to write copy they will relate to, whether the grammar is perfect or not. But don’t obsess over perfect grammar.Īs a grammar nerd, I tend to like my grammar perfect, but I’ll be the first to admit that it’s not appropriate in every scenario. Flowery words are the enemy of content clarity, says #copywriting 5. The bottom line: your copywriting will be stronger and convert better if you follow this rule. “Flowery adjectives and adverbs are the enemies of content clarity and credibility.”Īnd Hubspot says that verbs are more effective than adverbs in getting people to take action. Stephen King isn’t the only one to recommend avoiding adverbs. Avoid adverbs, especially after “he said” and “she said.” Most times you don’t, so be ruthless about cutting it out. This isn’t a blanket rule, because sometimes you need the passive. Using the passive can weaken the story you’re telling, which is why most copywriting focuses on action verbs and the active voice. If you make it compelling even for you, then it will be compelling for your audience and that’s when you’ll see a conversion boost. It’s all about focusing on the story you are telling. When you’re focusing on conversions, you have to think about the audience, but there’s another way to think about this advice. First write for yourself, and then worry about the audience. Here’s how I think those rules apply to copywriting for conversions. 20 Copywriting Lessons from Stephen King outlines 20 rules for good writing, described in detail on the Barnes and Noble and Open Culture blogs. And I reckon, it’s not just good for learning about writing in general, but about conversion-centered copywriting. It’s about the development of his writing career and writing tips and it’s called On Writing. In my opinion, Stephen King has written one of the best books around about writing. Shock! Horror! That’s what Stephen King’s name calls to mind.
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