WHAT IS COPYWRITING?
Copywriting is the practice of creating written text to inform, inspire, or persuade.
The text therefore must convey a message that is accessible, understandable and easy to remember.
In addition, the writing must arouse curiosity and induce action.
Especially in recent years, a new figure has developed, the copywriter, whose job is to write clear and appealing texts.
In this article I will offer suggestions to make your texts as persuasive as possible.
SIX TIPS FOR BRAIN-FRIENDLY COPYWRITING
TIP ONE: SIMPLIFY
The form of the text is important.
Our brain has no time for cognitive effort. It needs simple words that visually get through to it to convey the message.
Therefore, for effective copywriting, remember the following aspects.
First of all, “Show, don’t tell”. Recalling pictures with words is recommended. In this way, readers can better imagine the message that will more easily stick in their minds.
It is also important to use highlighted text. To capture attention, it is useful to differentiate some words so that people can scan the whole text with their eyes. To do this, it is useful to include bulleted lists, bold type highlighting the most relevant parts. All this can help to attract our reader’s attention. Like all things let’s remember that it is better not to abuse it otherwise the effect of differentiation is lost.
One aspect to be careful about is avoiding acronyms. This is because acronyms require cognitive effort.
When you write something, be sure to directly address the reader. If the readers hear talking to themselves they feel much more emotionally involved and are more likely to continue reading.
Another useful tip is to use verbs in active forms. This aspect is important because the verb in the active form moves to focused action.
Of course, the text itself must also be readable so the choice of font must be careful.
TIP TWO. NAMING
A name is a key that connects to countless meanings associated with a concept.
How to tell and create a brand through a payoff, a claim and naming?
The various payoffs can:
TIP THREE. EMOTION
We cannot talk about language independently of the emotional components that emerge during its processing and understanding.
Emotions are a core part of copywriting.
We can emote in different ways.
An example is the climax which is an emotional crescendo that touches every aspect of our brain.
Another important aspect to consider is positivity. For a call to action to be easily imprinted in memory and accepted it is convenient to use positive terms.
We take longer to process negative wording and this can generate reader resistance to understanding the message.
TIP FOUR. STORYTELLING
Through storytelling and writing stories, we are able to activate in our readers their mirror neurons.
By activating them, the reader will feel more involved in the story and this will allow the text to be remembered more easily.
TIP FIVE. PLAYING WITH WORDS
An ambiguous sentence generates immediate interest in our brain.
Several tricks can intrigue our readers:
- Rhyme: helps memorization; alliteration entices by its phonetic similarity and helps turn the message into something easily catchy and rememberable.
- The magical number 3: “Snap! Crackle! Pop!” recited the payoff of Kellogg’s Rice Krispies. Our brains have a fondness for odd numbers but particularly for the number 3. Lists with three aspects seem complete and “sound” good to us.
- Evocation: the structure of metaphor is primitive but also makes abstract concepts tangible and therefore easily remembered.
- Anaphora: repetition creates a mantra, a litany that is fixed in memory because of its rhythmic effect (rhyme, song).
TIP SIX. QUESTION
Asking questions in a text is always useful to bring readers’ attention back to the text if they had gotten lost in reading it.
Has this ever happened to you?
Well, as you can see when there is a question the readers feel more pulled in and brings their attention back to the text.
Do you have any questions? Send me an email at firstname.lastname@example.org .