Honey Copy


Riffs on marketing, writing, creativity and life ––

Writing Copy


Nobody wants to buy yellow snow-cones. Unless, you have a sign next to your snow-cone stand that reads –– For Sale: Mango Lemonade Snow-cones, Refreshing & Delicious. 

Writing copy is important because good copywriting establishes trust with the customer. It grabs their attention, it piques their interest, it creates desire and ultimately it is what gives them the information they need to hit “buy”. 

Below you will find some copywriting tips that will help your brand sell more products and services through the written word. If you want to chat more about writing copy, please feel free to email me at “cole@honeycopy.com”. 

14 Copywriting Tips

1. Write a captivating first sentence. When writing copy, the most important sentence is the first sentence. It dictates whether or not your reader is going to continue reading. For example, I started out this article with –– nobody wants to buy yellow snow cones. It isn’t a sentence you see every day. It’s interesting. It’s edgy. It’s uncomfortable. It’s captivating. And, guess what? You’re still reading. 

2. Make the first sentence short. While some copywriters might disagree, I recommend the first sentence to be short. When writing copy, I want my reader to be able to read and digest my first sentence in a split second. If they can quickly get through my first sentence, they will be forced to read my second sentence. 

3. Write a great second sentence. When writing copy, the second most important sentence is the second sentence because it is where you start tickling the interest of your reader. The first sentence is like a slap in the face or a kiss on the lips, its purpose is to get the reader to look twice. The second sentence’s main objective is to get the reader to say, “Okay, I am interested enough to learn more.”

4. Make the second sentence a little longer than the first. You can walk in a crowded mall and yell “condoms” and you won’t have any trouble getting people’s attention. But, getting them interested in the condoms you’re selling is another thing entirely. To do this, you’ll have to do some explaining –– which requires a slightly longer sentence. 

5. When writing copy, make it interesting. When in doubt, always make your copy interesting. I see a lot of brands pull punches in their copy because they’re scared about what their customers might think. But, what these brands should really fear is their customers losing interest in their copy because it is too boring. When was the last time you really enjoyed reading an instruction manual? If you have a choice between boring and safe versus interesting and edgy, always choose the latter. Unless you're in life insurance. 

6. If you can say it in less, say it in less. Your customer doesn’t have all day to find out what you’re trying to say –– get to the point quickly. 

7. Use stories & statistics to highlight your points. Everybody likes to listen to the funny guy at the party with all the stories. Everybody also likes to know that the odds are in their favor. When writing copy, if you have a good story to tell… tell it. And, if you have a statistic that assures the reader they will have a high likelihood of success using your product or service, share that too. 

8. Use pretty font that is easy to read. Good font matters. It doesn’t have to be fancy, but it should be pretty to look at and easy to read. 

9. Always read your copy out loud. Before hitting “send” you should always read your copy out loud to yourself and someone else. If you find yourself stumbling on specific sentences, tighten them up. If you notice the listener’s eyes glazing over, make your copy more interesting. If you notice yourself as the reader daydreaming as your reading the copy, scrap the whole damn thing and start from scratch. 

10. After writing your copy, attempt to cut it down by 25%. This ties into copywriting tip #6. Once your copy is complete, attempt to file it down by 25%. If you can say the same thing in 750 words that you were originally saying in 1,000, do it. 

11. When writing copy, keep AIDA top of mind. AIDA stands for Attention, Interest, Desire and Action. It’s essentially the golden rule to follow when writing copy. First, you grab your reader’s attention. Second, you garner their interest. Third, you transform their interest into desire. Fourth, you help them take action. 

12. Write like you’re writing to a human (because you’re writing to a human). Your reader is human. He or she is not a robot in a business suit. Humans have feelings. Humans have a sense of humor. Humans have personalities. When writing copy, write to humans. 

13. Always… always… include a call-to-action. When your reader gets to the bottom of your copy, what would you like them to do? If you don’t ask them to do something, they won’t. Your reader can’t read your mind. You need to tell your reader what you want them to do. Do you want them to buy? Of course, you want them to buy. So, ask them to buy. Always include a call to action. 

14. Make your copy the best thing your prospect reads all day. If you wouldn’t be excited or impressed to read what you are sending to your reader, then don’t send it. When writing copy, write with one goal in mind –– make it the best damn thing your prospect reads all day. 

Use these copywriting tips to strengthen your brand’s website and email copy. If you find that you need any help, don’t be afraid to reach out here

By Cole Schafer.

You gotta check this out -- Sticky Notes is my email list reserved strictly for entrepreneurs and creatives looking to sell like a Florida Snow Cone Vendor on the hottest day of the year.

Cole Schafer