Tell someone you’re a copywriter and you’ll get one of two reactions. Either they wont know what that is or they’ll say “Oh so you’re a word guy!” and they’ll start quizzing you with big or obscure words.
Let me be honest. I don’t have a huge vocabulary and I probably won’t say many words you’ve never heard of. Does that mean I chose the wrong profession?
In fact, not knowing big words helps. That way I’m not tempted to use any of them. You see a great copywriter doesn’t write to impress their english teacher. They write to produce sales.
Long sentences, complex thoughts and flowery language will kill the readability of your copy. Plain and simple. And if someone can’t get through your copy, how in the world do you expect to sell them anything?
The dictionary is filled with a lot of words you should never use in your ad copy. The copywriter’s dictionary is light, easy to carry and even easier to read.
The word triggers the lizard brain.
It reaches into the impulsive section of your reader’s brain—bypassing rational thought.
It makes them read on.
It makes them sign up.
It even makes them buy.
It’s been abused.
So now it makes people skeptical.
It makes them ask what’s the catch?
And why shouldn’t they? There is always a catch. An ulterior motive. Companies don’t just give stuff away for the fun of it. They want something from me.
Here’s the thing.
You aren’t going to sell much if people don’t read your ad.
And it makes sense.
Have you ever been jumped by a salesman and before he says anything you’re already trying to tune him out and look for an excuse to leave? We’ve all been there. (Tip: never accept free hand lotion at the mall).
So how do you keep a person reading and prevent them from ditching your copy faster than a pushy mall kiosk salesman? Well the first sentence is a great place to start. Getting someone to read an entire ad or blog post is all about momentum. You have to write in such a way that reading the whole ad is not just easy.
There is one sentence that decides if your ad or blog post gets read or ignored.
And if you’re thinking it’s the headline, you’re wrong. Hard to believe? Check out this statistic from copyblogger.com:
On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.
But wait a sec, doesn’t this mean the headline is the most important? Seems that way, but no. Believe it or not…
Online marketing has exploded. Clicks. Links. Visits. Impressions. Rankings. Bounce rates. We now have so many ways of measuring “success.” But what is the true measure of a successful marketing campaign?