Copy can come in all shapes and sizes, with each writer having their own preferences for engaging their audience. Anyone can pose as a copywriter, but only the best can produce desired results.
The success of a copywriter can be judged on their ability to produce a confident tone in multiple forms to convey a message succinctly, yet in a compelling design. Building a concise and innovative piece is inviting and easily warming to the reader.
Creation through a personal eye opens up the opportunity to interact with the audience, which is why identifying your target audience is so essential. Natural instincts develop a feel for the required language and approach, leaving the overall tone exquisitely appealing.
An audience wants to be entertained and intrigued, not forced upon by dull pitches failing to execute it’s purpose. Therefore preparation is key to ensuring the best tactics are deployed dependant on the overall aspirations of the project.
Sense of secrecy- curiosity is a powerful tool for exposing something to an audience. Offering an opening that conceals certain elements will leave the viewer intrigued to find out more. Why discover half the tale when so much more is on offer?
Witty context - A twist on words or a play on a topic can be very effective and warming to any audience. As a light-hearted approach, content generates a more relaxed atmosphere which can leave the reader open to progression. Be careful not to cross wit with humour though – as a subjective method, it is not always everyones cup of tea.
Imaginative comparison - A common use in some products/services is to visualise a before and after scenario. As a problem solving approach, the situation will seem better developed because of the service on offer. This can only be implemented in products that offer better quality in life, I.e. weight loss.
Grab the audience - Eye-catching tricks and the use of variation are great driving factors towards increasing initial interest. Standing out from the crowd can create immediate attraction to content and disguise a product that may have costly effects. As a good tactic to sway the reader to a particular section of content, this provides an ideal platform to engage them from the onset.
Question stability - Provide questions or challenges that the audience need answering. By pushing doubt into the minds of a reader, a sense of uncertainty is created unless they respond to the message in hand. This is a manipulative way of creating realisation that not all is good with the reader as initially suspected. As a hard tactic to undertake, a copywriter has to be conscious not to make the piece sound undermining.
Get on your high horse - There is also the prospect of sparking a battle against a competitor and highlighting defining factors for choosing your brand as an alternative. However, cautious action is demanded in this instance, to ensure that no foul play occurs.
Other tactics are available depending on circumstance. Maybe I will write a second part to this post at a later date and overwhelm everyone with more copy tactics!
Feel free to voice your opinion, comments are always welcome……