Writing Copy that Sings

Does your copy capture the reader’s attention in the first sentence – and hold their attention until the final word? If not, it’s time to make your copy sing.

Copy that sings evokes emotion in the reader by prompting a smile, touching on pain or initiating introspection. It also provides the promise of a solution (more smiles, relief of pain, answers for introspective questions.)

Most importantly, however, writing copy that sings inspires the reader to take action, whether that’s signing up for a free newsletter, scheduling a product demo, taking advantage of a special offer or simply calling for more information. And getting the reader to take action is the purpose of a marketing copywriter.

If your copy is a bit out of tune, use the following formula to write copy that sings!

Vary Sentence Length

Varying your sentence length creates a rolling rhythm that keeps the reader engaged. Let five words follow thirteen. Then use three. Now swing the other way by using a longer sentence once again. And don’t be afraid to use single-word sentences. Really.

Use Punctuation Wisely

Punctuation also creates rhythm in your copy. But use it wisely, or you’ll end up with cluttered prose. Most writers favor certain types of punctuation – and their choices help define their writing tone and style. Here are some of my favorites (and why I like them):

• I love em dashes to highlight important points – and use them more than I should
• Parentheses are perfect for side notes (just don’t overdo it)
• Dot, dot, dot is great when you want the reader to pause . . . or draw their own conclusion
• Use italics for emphasis

Keep Paragraphs Short

In most cases, writing copy in blocks of three to five sentences will hold your reader’s attention better than longer paragraphs. This is especially true when writing copy for the Web. Long paragraphs are intimidating and are often slow to make a point. Short, snappy paragraphs get to the point and move the reader down the page.

Use Subheads to Tell a Story

In today’s world of information overload, many readers will scan the page before determining whether to read it in more detail. Using headlines to tell a story is a great way to deliver your key points to scanners and keep the detailed readers engaged. Take this article for example. Even if you don’t read the whole thing (not recommended!), you’ll leave with the keys to writing copy that sings:

• Vary sentence length
• Use punctuation wisely
• Keep paragraphs short
• Use subheads to tell a story
• End with a call to action

Which brings me to my final point . . .

End with a Call to Action

At the end of a great concert, applause erupts and the crowd often chants, “Encore! Encore! Encore!” The call to action is your copy’s encore – the final note that leaves your reader wanting more and provides an easy way to get it. Serve it up in style, but be specific: tell them what action to take (click, call, register), and what they’ll get in return (happiness, pain relief, answers to their questions).

Copywriter Confession: When writing your first draft, don’t worry about making your copy sing. Your editing phase will give you plenty of opportunity to refine your delivery to ensure you hit the high notes.

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Tagged as: Copywriting, Freelance Writing, Marketing