How to Find the Right Style for Your Copywriting

Categories

The difference between good copy and not-so-good copy is pretty stark.

To write compellingly, you need to assume the roles of both artist and scientist, and know how to balance the two. Weak copy will blindly neglect both of these roles. Creativity is the engine that propels the copy and brings it to life. The science is the specific knowledge that refines this engine. The artist’s job is to create something beautiful, natural, intelligent and persuasive. The scientist’s job is to monitor, test, adjust and make improvements. The truth is that both of these roles should influence the decisions that you make.

The style of copy that you choose shouldn’t merely be for artistic purposes, it should appeal to your prospects because you know what their demographics and what’s relevant to them. The science should give you exact knowledge of who these customers are.

For example, you wouldn’t write technical copy for readers who don’t know the proper way to turn off their laptop.

To write good copy, you need to find the right tone for your copy.

There are many different copywriting styles, and these styles serve many different purposes. Let’s look at the common styles to get a precise understanding of the direction that you can take your copy.

Normal copy

There are no bells and whistles. There is no unique personality or humor. There is no story being told, nor are there much of any superlative claims or statements.

Is there anything wrong with this copy? No, not really. If it’s done right, it can serve its purpose. You don’t necessarily need a gut-busting humor or an engrossing story– though it can help. This style would be characterized as simple headlines, concise language, benefits, descriptions and simple formatting. The purpose of this style is to simply give the prospect the most important information to make the best decision about the product– nothing more, nothing less.

Long-form copy

When the proposition calls for it, you can use a long-form style. Pages and pages worth of copy can seem counterintuitive, but if what you’re selling isn’t simple, and it has loads of benefits, the better idea may be to simply write long-form copy. The common copywriting rules apply: Keep your language concise and to-the-point. Don’t be longwinded where you don’t need to be. Keep your formatting fresh by using bullet points and maintaining the best paragraph lengths.

Conversational copy

Imagine that you’re having a conversation with your prospect. The conversation is personal, and you are able to quickly address his concerns and persuade him to make a favorable decision about your product. The language that you use is the same as a sit-down conversation held over lunch. The goal is to appeal to the reader with simple, down-to-earth language.

Storytelling Copy

You, the storyteller, must paint a picture. The picture that you’re illustrating is a simple one: how someone encountered a frustrating problem and how that person conquered that problem with your product or service. The trick is to write a compelling story from beginning to end. You open the story detailing the problems that the character has encountered. Your job is to describe the feeling that the character is experiencing. From here, you need to explain the consequences of the problem. You bring the story to a close by showing how your product or service alleviated the problem– you do this by explicitly describing how the product helped. This helps the reader identify and relate to the pain points that the character in your story encountered.

The truth is that you’re not Hemingway, nor will you ever need to be. You just need to write a descriptive story with persuasive language that will entice the reader. The imagination is a powerful influence. When the imagination is stimulated it can compel the reader to cross the line into becoming a customer.

Technical Copywriting

Employ a technical style when these two points are met:

  • Your product is complex.
  • When your customer base is knowledgeable about these complexities.

If your average customer is fluent in this technical language, then there will not be a lost-in-translation moment between you and prospect. Technical copy tends to lack spark and sizzle, so I suggest that you stay concise and don’t waste words.

Conclusion

To find and use the best style of copywriting, you need to know who your customers are. The copy style that you choose should be chosen because it’s optimal for your customer base. Don’t just stop at this blog post. Find successful copy on the net to see different spins on the copywriting styles that have been listed in this article.

Are you ready to discuss your next website project with the leader in web development and digital marketing? If so, contact Zen Agency today! We are a group of Copywriting experts.

Want more digital strategy advice and insights?

Sign up for our newsletter.
!
!
Something went wrong. Please check your entries and try again.

Joseph Riviello

Joseph L. Riviello is the CEO and Founder of Zen Agency. Joe's agency builds websites and web applications that attract, engage, and convert. Joe has over 30 years of experience in entrepreneurship and he is an expert digital marketing strategist who specializes in conversion-centric e-commerce experiences and cutting-edge solutions that maximize growth and profit. Check out Joe featured on: Business.com, Redbooth.com, Kabbage.com, MaterialDesignBlog.com

Leave a Comment

You must be logged in to post a comment.

More Posts By Joseph Riviello

E-Commerce Experts Thoughts on New Instagram Checkout Feature

By Joseph Riviello

Facebook is at it again, innovating the social media landscape … this time with its uber-popular platform, Instagram. In a March 19th press release, the company unveiled the new Instagram Checkout feature, an e-commerce extension of the app. Since it’s currently in beta with only 25 companies, not much is known about it, and businesses…

Why You Need a WooCommerce Store

By Joseph Riviello

According to a study published by the U.S. Census Bureau’s Department of Commerce, total e-commerce sales in the United States were estimated at $513.6 billion in 2018, a 14.2% increase from 2017. This data has been on an upward trend since 2009. Future projections globally cement e-commerce as the primary shopping method. Now, more than…

4 Tactics Marketing Automation Companies Use to Improve ROI

By Joseph Riviello

The most exciting part of doing business in this day in age is how much technology is available. This elevates the potential of what you can do with your marketing since it opens up a world of opportunities. While technology won’t be the magic button that will fix all of your problems, it helps accelerate…

The 3 Tenets of Lead Generation: How You Can Produce Sales On-Demand

By Joseph Riviello

Sales are the lifeblood of any business. Without a steady stream of sales, you don’t have revenue. And without revenue, you don’t have a thriving business. In today’s post, we’re going to look at the three tenets of lead generation, and how you can use them to exponentially grow your business. Tenet 1: You Must…

Zen Agency is Now a Sharpspring Silver Partner!

By Joseph Riviello

Zen Agency has earned the Sharpspring Silver Partner Certification from Sharpspring, a leading marketing automation platform. Why Does Marketing Automation Matter? The marketing automation tools provided by Zen Agency as a Sharpspring Silver Partner allows you to deliver the right message to the right leads. Track your content, who is seeing it, and craft an…

How to Create a Successful Law Firm Marketing Funnel

By Joseph Riviello

If you were to go back 20 years, you would see that law firm marketing was starkly different than it is today. You would see more billboards, late-night infomercials, neighborhood flyers, and newspaper ads. These days, we have websites, SEO, pay-per-click ads, and social media marketing. The options available to lawyers today give them countless…

What Is Content Marketing? How You Can Get Started Today

By Joseph Riviello

Almost every successful website has one thing in common: Great content. You can have an extremely beautiful website with all the bells and whistles, but if you don’t have content, your web presence is woefully incomplete. You must learn how to start content marketing the proper way. There are no shortcuts: You need good content.…

5 Steps for Creating a Successful Marketing Strategy

By Joseph Riviello

Many businesses jump straight into marketing without a plan. This is a big mistake. Going into battle without a strategy will leave you with a poorly spent marketing budget and lackluster results. Often enough, the difference between companies who dominate the marketplace and companies who fail to get off the ground is simple: A clear,…

The 5 Step Cheat-Sheet for Using Youtube for Your Local Business

By Joseph Riviello

If I were to ask you, “what’s the #1 search engine?”, you would automatically say, “Google”, and you’d be right. But what if I were to ask you to state the #2 search engine? Some would say Bing or Yahoo, but the truth is that Youtube is the second largest search engine in the world.…

Why Call Tracking Is Critical for Local Businesses

By Joseph Riviello

Let’s say you’re a business that’s running different online and marketing channels like SEO, PPC, email marketing and direct mail. You notice a remarkable uptick in sales, but you’re not precisely sure where they are coming from, as you’re using a variety of different marketing methods. If many of your leads contact you via the…