There really ought to be another word for writing copy, because copy writing is not at all like creative writing. Which is not to say it isn’t creative. It just has a different purpose entirely.
The purpose of creative writing is to express the author’s vision and perspective. The purpose of copy writing is to solve the reader’s problem. That’s a very big difference and on that, if you keep it in mind, will help you write much more effective, even compelling, copy.
Keep this in mind as you read the following seven steps to writing effective, catchy headlines and teasers.
1. Know your reader.
Who are you writing for? Write down everything you know about your reader. Who are they? What got them to your site? How old are they? Where do they live? How much time do they have to get information? What are their values and concerns?
2. Understand what your reader wants.
What are they looking for? How did they wind up at your Web site (or reading the cover of your brochure or the headline of your flier?) Summarize the key objectives, hopes, desires of the reader. Do not worry about people who got to your site or material by accident or mistake.
3. Be specific about what you are offering.
What is the most attractive or useful thing you have to offer to this audience? What one thing do you have to offer that the appropriate audience for your products or services wants? Jot it down in bullet points.
4. Anticipate what could keep the reader from getting what they want.
What could keep your reader/visitor from deciding to try your product or service? What do they want that would make your offer really convenient, appealing, a no-brainer? What might get in the way? Cost? Fear? Distance? Pre-requisites? Misconceptions? Make a bulleted list of three to five things that could be a problem in the mind of your audience.
5. Demonstrate how your product or service removes those obstacles.
How does your program or service or Web site reduce or remove these obstacles? Write down your answers.
6. Underline the concerns, needs, problems that your program addresses very well.
There are probably lots of things your product or service does well. Look for the ones that it does extraordinarily well. Look not just at the end result but at how your product or service may be easier or more convenient or safer to use.
7. Choose three things.
Choose three things that your program does very well, that will be appealing to your audience, and that differentiate you from other programs or services.
Write a shitty first draft.
Now that you’ve done your homework, you’re ready to draft some copy. Here’s a format that works well.
Headline
Tell the visitor in under nine words that you have what they want. This comes from the answer the question 2. Example: “Pave the way for your child’s success with music.”
Subhead
Name the characteristic of your program/service/product that is most attractive to your audience. This could come from the answers to questions 3, 5, and 7. All you need is one strong statement; don’t try to put everything into your subhead. Example: “Enjoyable activities for every age level.”
Three catchy phrases
Remove concerns or obstacles and emphasize the ways your offer fits your audience’s needs. This comes from the answers to question 7. Example:
- There are dozens of MyTunes classes every week; find one in your neighborhood.
- Choose one of our convenient, flexible tuition plans.
- Free carpools and childcare for siblings.
Notice that “catchy” doesn’t mean cute or clever. It means “able to catch attention.”
Play with it.
Play with different ways to write the subhead and catch phrases until you get one you like. Write a “shitty first draft” and share it with others to get their feedback. Now you get to work on being catchy, clever, interesting. But the great thing is that if you have done your homework, you don’t need catchy, clever language to get people’s attention because you will achieve that simply by speaking so clearly to their needs and desires.
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