Perhaps your writing turns them away. Or more likely puts them to sleep.
Punch up your copywriting to better activate stakeholders.
What does “punch up” mean?
Crisp copy written directly towards the reader. Nothing less. Better yet, entertain the reader.
Then be very, very clear about what you want.
The following four tips guide you through practices that can dramatically improve your copywriting overnight and deliver better results:
1) Activate Your Headlines
A great email, post, ad, graphic, video, or any other form of content begins with the headline. Write active tense headlines.
If you write a headline without a verb, then make headlines exciting and interesting. Short, tight headlines with or without verbs.
Consider the Hugh McLeod Gaping Void cartoon featured in this post about my recent book (yes, plugged!). Hugh crafted a punchy headline that described the entire visual story.
2) Tell a Story
Data and press releases and messages bore people. This writing approach, while great for internal approvals, usually fails.
Whether it entertains or interests, your story must compel people! That’s why personal experiences work so well in social media. People identify with you, they even emote with you.
Whatever you do, make your copy compelling and interesting. Save the messages for the board room.
3) Ask Clearly and Simply
Your writing talent surpasses all others. Yet you still don’t get results. Did you forget to ask? If you don’t create a clear and easy call-to-action, people won’t respond. They don’t know what to do, nor would they even have an idea that they should do anything. Don’t ask for too much. Make it clear. Make it simple.
4) Think Visually
Now more than ever, provide a visual asset to help tell your story. The era of pictures, infographics, and video demands this kind of story telling, even if it’s a silly doodle.
Keep in mind that most of these stories will likely be told online. That means they will be found on Facebook, Pinterest, Twitter, and perhaps on a mobile phone or tablet.
Put on your fedora and do your best Don Draper. Create a visual component to your story.