Attempts after Attempts. And, Attempts after Attempts. The now Copywriter’s Hall of Fame writer – Paul Fishlock was tired of trying to create the pathbreaking copies back then during his career. He would end up finding his own write-up self-conscious. But then, something changed him. well, this is how he went –
1. He would obviously read popular ad copies and try to pick the formula behind them. He must have presumed that writing copies is not his cup of tea. He would never be remembered for his work. But, it was all proved wrong later.
2. After dissecting all the copies both psychologically and emotionally, he concluded that there are no certain tricks and tactics to write a brilliant copy. But the answer is very much somewhere around the corner.
3. He finally made a resolution of crafting his copy in as simple and direct manner as possible. But, now you must be wondering that how can a direct and simple copy sound alluring to the customers. It did. And, it won him numberless applauds.
So, let’s get inspired from this legend and rather than traveling miles, look for the jaw-dropping ideas within the room of our minds.
Well, according to this legendary advertising copywriter, there are no rules in copywriting. Paradoxically, it is so difficult to become an impressive one.
However, I have tried to simplify this job. Since I read one of his interviews, I would also love to share his top three tricks to pen down a striking copy –
1. Every word is significant, it should be worth giving space to
Presume that each and every word you write is of an immense importance. In fact, it’s no presumption but the truth. When anyway you have to write, why to add words that do not add that punch and spontaneity in your copy.
2. Keep it short and utterly simple
The flowery language might work in the Shakespearean Period. But now is the advanced time of keeping the approach straightforward and unique. Use as few adjectives as can be. Better go for basic words and short sentences. A copy, after all, should not terrify the not-so-avid readers by its complexity or too many details.
3. And, finally the embarrassment test
Yes. You will have to face it -the embarrassment (if your copy doesn’t hold that stimulation). Read it. Read it aloud in front of your family members or dear friends to see their faces after you complete. Are their faces not amazed after you finished reading that copy? Well, then it’s time to rework it!
Advertisement is an art of persuasion. But, only a few have the way to portray this persuasion in a seemingly organic way. You may also think that writing ad for a product with several advantageous features, deserves less thought. NO! If you put your strategy like this, it’s hard to predict a game-changer point in your career soon.
Simon Dicketts. Does he even need an introduction? While going through his work, I observed that his verbal conviction is so subtle yet it created an impact. You cannot outrightly talk about buying the product. But you can talk about buying another product with somewhat less effective or opposite features. And, the repercussions of that rival brand will follow. You cannot talk about living in a ‘certain township’. But you can bring up the issues that are likely to occur after a ‘certain township’.
Addressing in this canny manner will not just catch attention but also help the brand in not appearing as if it is blowing its own trumpets.