Copywriting Tricks: Nailing the Voice
Professional copywriters are well-familiar with what's commonly referred to as "the voice." What is this exactly, and why do you need to master it in your writing? If writing is icecream, then "the voice" is the flavor in your scoop. You may be slurping on mellow vanilla, while I'm over here crunching Rocky Road. Sure, we're bothing having a cold and creamy treat, but our waffle cones are packing two entirely different tastes. So it is with the "voice" that carries your message in writing. Another way to say this: the voice is the personality that comes across by way of your written message. When you set pen to paper or get those keys clicking, what comes out is your own voice or chosen style of expression. The words and intonation you choose may be very different than what I'd use. That's the variance in the voice. You must nab this for your copywriting clientele if you want to impress people! Questions to Ask When Writing Web Copy: 1. Who am I speaking to?" By identifying your target audience, you'll be able to adopt the correct voice, or tone and style of the copy to create a message that will resonate in the mind of the consumer. To properly convey the message, you must first Learn the Language. 2. "How can I insert a bit of the client's personality into my web copy?" Why is this important? Because the project is not your copy; it will belong to and be representative of, someone else's business. That someone else is doing the "speaking" on the site. You're simply the "copy cosmetician" - here to make them look good! Therefore, your copy should: - Touch the target audience and make them instantly respond
- Speak through the seller in a way that reflects their brand and philosophy How will you learn to "hear the voice" of your client's personality? 1. Study his emails closely. Memorize the way he arranges his words. Do the words meander languidly, with transitions bridging thoughts? Or does each short sentence stand staunchly alone? What tone comes across? Are you picking up matter-of-fact, or are you hearing light and breezy? Is this person bubbly like a teenager, or serene as a shaman? If your client's natural inflection is in alignment with the brand creation, then by all mean lift the best parts to use in the final presentation. By this I'm not suggesting you plagiarize; I'm simply saying, "carry the essence of them with you as you create." Would your client say, "Try it and see for yourself..." or is she more of a "Gotta Get It Now!" kind of gal? This is HER site, so try imitate her as best as you can while still preserving the continuity of the theme. You should be able to hear it in your mind. If you still can't nab "the voice," then... 2. Literally listen to her speak. If your client has an existing site, is there audio on it? If so... take a listen every now and again so that you can get a sense of how she expresses herself. Memorize the intonation she uses when addresses her audience. Once you can "hear it" - can you translate that voice into sizzling copy? Can you slip in a signature saying of hers that's in line with the project's mission? Of course, maybe your client really isn't a strong communicator at all, which is often the case when someone's hired a copywriter. If so... instead of looking to the client for brand identity, you'll rely heavily on the tone of the typical customer and base the branding message around that. How does the key customer communicate? Maybe the tone is serious and formal; maybe it's light and casual. Practice "warm and friendly" versus cool and informative. Try your hand at 'soft and easy,' then switch it up to "Exciting and urgent!" (Did you notice what a difference the exclam made there?) Read your copy draft aloud, using the exact tone that you imagine your customer would want to hear. Try to envision this copy being read in a television commercial. How's it sound? Even in something as simple as a greeting hello, just a few variations on punctuation and word choice can convey a certain feeling or personality. What 'voice' do you hear coming across in these simple salutations? Hello.
Hello?
Hi there!
Hey there...
Hey, you.
Hello, everyone!
"YO."
G'day, mate!
Oh, hello, dahhling...
Hi, dear.
Hello and welcome.
Hola!
Hey sweet thang...
Oh, HI.
Hieeeeee...
Whuddup.
Wassup?
WAZZZAAAP!!
Greetings!
Hiya.
Hi, bubby!!
Ummm.. hellooooo...? For a fun copywriting exercise, try "recreating the voice" of an existing website. If it's one that sells walking shoes to old folks, rewrite the copy... only this time, pretend you're selling athletic shoes to teens. What would you say differently? How does the 'voice' change according to the shift in audience? "Nabbing the voice" is just one of the many ways that a professional copywriter can amuse himself while producing quality work for the client. Pretend you're an actor; how will you improv this character to be totally believable? Keep practicing... and above all, have FUN. Copyright 2005 Dina Giolitto. All rights reserved. Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Copywriting101.com for free tips on branding, copywriting, marketing, and more.
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10 Keys to Copy That Sells!
Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results! These guidelines can apply to most any form of consumer marketing communications: sales letters, brochures, web copy, or direct mail. As long as your goal is to elicit a reaction from your reader, you've come to the right place.
Be reader-centered, not writer-centered.
Many ads, brochures, and Web sites we see talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.
Focus on the benefits - not just the features.
The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think end results. Now, what does an insurance broker sell? Policies? No - peace of mind. (See? You've got it.)
Draw them in with a killer headline.
The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered - no one gives a hoot about your company.
Bad: "SuccessCorp Creates Amazing New Financial Program"
Better: "Turn Your Finances Around in 30 Days!"
Use engaging subheads.
Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable." Because subheads catch readers" eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements. Bad: "Our Department's Successes." Better: "Meet Five Clients Who Saved $10K With Us."
Be conversational.
Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people still won't get it.
Nix the jargon.
Avoid industry jargon and buzzwords - stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In these cases buzzwords are often crucial. Just make sure your points don't get muddled in them!)
Keep it brief and digestible.
No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit - if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) - these make your points easy to digest.
Use testimonials when possible.
Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only - it reminds me of those ads in the back of magazines with headlines like "Lose 50 Pounds in Three Days!" Give people's full names with their titles and companies (or towns and states of residence) - and be sure to get their permission first.
Ask for the order!
Tell your reader what you want her to do - don't leave her hanging. Do you want her to call you or e-mail you for more information? Order now? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.
Have your copy proofread!
Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurish. Hire a professional editor/proofreader to clean up your work and double-check your grammar. Remember, you only get one chance to make a first impession! Oops - *impression*.
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