5 Ways To Write Better Copy

It all starts with copy. Your message is the foundation of your advertising campaign. That makes writing a pretty powerful tool. The right words have the ability to shape Broadway shows into brands and turn theatregoers into ticket buyers and lifelong fans. It can build trust, inspire action, and change conversations.


But also…


Writing engaging copy that connects can seem like a pretty daunting task. How do you start? What is the deal with keywords? Do people even read copy anymore??

The best copy is founded in a solid strategic plan, implemented on the right platforms, and paired with compelling visuals.

These five tips will help you hone your writing skills and reach your audience through engaging copy:

1. Do less.


The world today is constantly consuming content, which means marketers have less opportunities to grab attention. So if you want people to read your ads, keep it simple and remember that less really is more. The fewer words you need to get your point across, the better. If you are writing long-form copy, break it up into smaller paragraphs with short, engaging headlines.

Basically, the same principles apply to copy as they do to fashion: edit.


Image: Pinterest

2. Keep your proofreading hat on.


Image: Joy in the Journey

Bad grammar will kill good copy instantaneously. Always proofread your work so that typos and misspellings don’t outshine your writing. And remember: good proofing goes beyond grammar. Make sure you are fact-checking, editing, and maintaining consistency in your content and brand voice.

3. Get emotional.


Copywriting is creative. It is easy to get weighed down with the objectives and details of an ad, but it is important to not lose the emotion. The tone of your copy should mirror the tone of your show. Think about who your target market is and how you want them to feel. Tie your key benefits to emotions: you will love this show because it will make you feel ________ (empowered, fun, like dancing, inspired, etc.).

4. Don’t forget the call to action.


Image: ImageBox

Writing that makes you feel without the call to action, is just writing: it’s not copywriting. You’ve got to have your marketing goals weaved into your big, creative idea. This means utilizing keywords (words and phrases that users enter into a search engine) and considering the type of media for which this particular copy will be used. It also means not letting the flair of your writing overshadow the ad itself. As Luke Sullivan says in his book, Hey Whipple, Squeeze This: “Put the pill inside the bologna, not next to it.” In other words, when you need to give your dog a pill, you’ve got to wrap it in a treat. The bologna is the creativity of your copy; the pill is the sales message.

5. Try a new angle.

It is easy to feel like you know what you are doing, only to have it totally not land.

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So when your creative team isn’t getting it or the message doesn’t seem to be resonating with your audience, don’t give up. The best way to get started, tackle writer’s block, or revise something that doesn’t work, is to write.

Seriously, write, write, and write some more.


Don’t be afraid of “bad ideas,” don’t get caught up in getting it right in one shot, and don’t hesitate to start from a completely fresh angle. The more words you get on the paper, the sooner you’ll find what works. And if you still aren’t sure, try A/B testing your work and see what the audience loves.

What are you waiting for: start writing!