The Key to Writing Great Copy

Recently, in The Strategy Lab, I shared best practices and frameworks that can be used to write effective copy.

Writing copy is how you communicate with people who are interested in doing business with you. The more effective your copy is, the more it resonates with the reader.

One of the best ways to do this is to write to one person. When you write, the copy, or words you use, are consumed by one human at a time, so the better you get at writing to that one person, the more resonance and connection you can build.

It’s important to use the word “you” more than you use the word “I.”

It’s also important to be clear. You might think that clever copy and trendy or internal jargon is the way to get more attention and buy-in, but the truth is that you’re likely making people think too hard to decipher what you’re saying. And that’s not how you create resonance.

A brand that does a great job at communicating clearly is Native.

Native sells a line of body care products that are clean, simple, and effective and their ingredients are all-natural.

When you purchase products from them, you don’t have to try and figure out what big words mean, they tell you. On the back of their body wash they have two columns for ingredients simply labelled with the ingredient and what it actually means.

This is how you write copy that is clear, and easy for others to understand.

When you’re standing in front of another human being, you likely make an effort to explain things in a way that makes sense.

Writing copy is the same thing. It’s your communication process turned into written words, read by one person at a time.

Write to a human—don’t write the most clever pithy piece you can and confuse the heck out of others.

What is your best copywriting advice? Let’s create a thread of tips in the comment section—I’ll meet you there!