You’ve no doubt seen this before…
Likely yesterday. If not today already.
Some shmuck’s marketing campaign packed with every adjective and outlandish claim possible to describe their product.
This type of marketing copy is crap.
When I dove into marketing 15 years ago, I thought this type of hyped-up language was what good copy was all about.
It’s what I learned.
It’s what I saw all over.
So I modeled it.
And, like most new and novice marketers, I didn’t see much in the way of sales.
It wasn’t until a couple years later… after being in the trenches, launching lots of marketing campaigns, and studying the copy of the most successful entrepreneurs and marketers, that I realized…
Copy that feels like it’s copy… sounds like copy… reads like copy… is NOT good copy.
Good copy doesn’t read or sound like a sales pitch. It doesn’t have a tone of hype, exaggeration, or bluster.
Good copy makes the prospect feel they’re reading or listening to an interesting story or valuable presentation.
Good copy sucks the reader or viewer in… beyond the copy… to a place where they forget they’re engaging with marketing.
Good copy… is invisible.
And that’s why good copy… effective copy… is NOT driven by lots of adjectives and adverbs.
“This Outrageous, Steroid-Like Muscle-Exploding System Builds Big, Thick, Awe-Inspiring Biceps”
Yeah, that’s crap. Cause it’s driven by adjectives which ooze hype.
Instead, good copy is simple. It’s trim. It’s driven by descriptive nouns and powerful verbs which paint a picture.
“Pack Your Arms With A Pound Of Muscle That Stretch Any Shirt”
Pack, Stretch… powerful verbs.
Pound of muscle… description noun.
Simple. To the point. Not wreaking of hype.
When you sit down to craft a marketing message don’t try to think like a copywriter. Don’t try to write like a copywriter. Don’t try to communicate like a copywriter.
No. Instead, talk in your prospect’s language. Use the words and phrases they would use.
When you find yourself filling your marketing with adjectives (i.e. big hill), ask yourself if there’s a more descriptive noun you can use instead (i.e. mountain).
When you find yourself filling your marketing with adverbs (i.e. walked slowly), ask yourself if there’s a single, more powerful verb you can use instead (i.e. strolled).
Keep your copy tight. Trim. Lean.
All else being equal, less words are better.
Keep an eye on what you’re trying to communicate to the prospect. And when in doubt, say it in the most simple way you can.
It’s not how you say it that matters most. It’s what’s being communicated to the prospect that counts.
Clarity in copy is more important than creativity.
So keep it simple.
During your editing you can take one pass through your copy looking for better nouns and better verbs.
Just remember…
When you’re crafting your marketing message you’re NOT trying to write good copy.
You’re trying to craft a powerful, persuasive, and compelling message that moves your prospect to take action.
And good copy doesn’t sound, read, or feel like it’s copy.
Enjoy,
Todd 🙂
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