Attention, what follows is a conception of copywriting that is unique to us at Sales Odyssey, we work that way.
Is it the absolute “truth”, the unique and perfect model for good copywriting?
It does not exist.
But undoubtedly if you understand all of the following elements and apply them you will become a more than decent AI Copywriter.
Copywriting Basis # 1: Strategy
Let’s start with the simplest.
It is useful to remember that the fundamental prerequisite for good copywriting is to have a clear objective in mind and a target for your message.
Being good at copywriting is not a superpower, it is above all a deep knowledge of the target of your messages and the ability to always have one and only one goal in mind when writing said message.
So if you want to improve your copywriting you should systematically work on your marketing persona and deepen them with the job to be done method. These two techniques will allow you to have a very detailed understanding of your targets and the motivations underlying their actions.
If you want to dig deeper, we’ve created a persona guide here.
Once your target is in mind, your message must have an objective, which will be achieved by your reader if he follows your call to action (often called Call to action).
It is essential to have only one and only one on a sales page, an e-mail, an advertisement. If the goal is not clear or there are more than one, you are much less likely to be successful. Whether it is because of the paradox of choice or simply because of too much information to process, several objectives are guaranteed to fail.
Copywriting Basis # 2: Psychology
The second pillar of good copywriting is relatively easy to understand but very difficult to master.
It is good to remember that the target of your messages is necessarily a human, and that we are above all a happy mixture of psychological biases and contradictions. Fortunately for us marketers and salespeople, smarter people than us have extensively studied the question and detailed in numerous books the major cognitive biases of human psychology.
A good copywriter must know these principles, understand them and be able to use them wisely to increase their effectiveness.
In the third part of this article, I detail the main levers of persuasion or manipulation that you can use to improve the impact of your texts. We discuss in particular:
The principle of authority
The principle of scarcity
The freeze effect and escalation of engagement
The decoy effect
Information availability bias
As powerful and scientifically proven as they are, remember that no, it will not always work and especially that their mastery goes hand in hand with a certain ethics. Do not do anything, do not use them to harm.
We are now at the most important stage. The X factor of copywriting. The pillar that you will never be sure you have reached and for which you can ultimately not rely on much other than experience and his personality: Style.
Yes, an excellent copywriter will develop a style, a style that will be specific to him and of such a nature that we can certainly recognize the author of a text when we have already read other of his texts.
I don’t think we can ever say “I have style” to each other. This is where this pillar is difficult to work, there is no recipe, no framework on which to rely.
The copywriter’s style is what charisma is to the speaker, you don’t have to own one to be effective, but being technically brilliant while owning this style will invariably produce masterpieces.
(This is the moment when I specify that I am only at level 2 of copywriting, no misunderstanding)
My advice on this point is not to try to caricature the style of another, I do not share the point of view of those who think that it helps to become better. I think it helps you feel better but it will prevent you from developing the right style: your own.
I think it develops by writing, more and more, by writing what you think as you think it while serving the purpose of your message and touching your reader because you know him well.
So I apologize to you for this pillar, I ended up doing like all these articles which give indecipherable pseudo-advice and which lack concrete. But style cannot be reduced to a framework. In the next part, we still discuss an editorial key that is desperately absent from any other article on copywriting: Figures of speech.