If a customer has a problem that needs solving or a desire for a particular item, they're going to feel a wide range emotions before, during and after a sale. So, since emotions instigate sales, copy has to evoke emotions. No matter what the product is, it's usually bought because of how the customer feels about the item, what it will do for them and how it will make them feel.Ĭustomers then try to justify the purchase with logic. Use the list like a set of brand guidelines and compare everything against your copy.īig brands use emotion in their copy all the time. Print the list out - now you've got your own checklist to keep.Ĥ.
Roald Dahl didn't care about doing that, Apple doesn't and nor should you.ģ.
Need an example? Teachers always tell kids never start a sentence with ‘and’ or ‘but’. Highlight the ones that you think would inhibit the creation of good business copy for the digital arena. If you get stuck, go online and search for terms like ‘school essay writing tips’.Ģ. Make a list of all the writing guidelines you remember being told at school. Great copywriting isn’t about following rules it’s about knowing when to break them. A brand can't communicate effectively and create individuality in that kind of environment. Grammar and spelling are obviously important, but academic writing is all about elaborate vocabulary and structural conformity. Certainly not as far as copywriting is concerned, anyway. Let's get one thing straight: school doesn’t prepare us for business.