Bad Copywriting and How To Fix It

Copywriting (content writing too) is tricky. Back in the Mad Men days of marketing and advertising we were speaking directly to the consumer (and drinking a lot I guess) but now we’re speaking to the consumer (or the client) through Google and they don’t always speak the same language. So how do you marry the two styles without breaking the internet? I’ve got three tips for you – all you need really (not really you will probably need more tips but these are the most important).

1. Funny Is Hard:

Not for me obviously. Funny is hard for everyone else but me. Seriously though – humor is tough to get right and I’ve mucked it up plenty of times. Your experience is not everyone else’s experience and what may seem inconsequential to you can be offensive to someone else or just plain inappropriate. So unless you know for sure who your audience is and how to write humor in a way that is appropriate for your service, business, client and/or audience best to stay far, far away from the funny.

2. Speaking About Yourself 

Too many businesses make the mistake of speaking about themselves, what they do, where they are, etc when they should be telling their audience (and Google) what they can do for them and how to do it and what to do. Which brings us to…

3. Call To Action

A call to action isn’t just a submit button or apply now or read this or whatever. It can also be phrased as purposeful writing and results oriented writing and basically – tell your potential customers what to do writing. People (and Google) like it when you make things easy for them. For example, instead of stuffing your page description (for Google) with a bunch of keywords and some passive language like “cat houses, houses for cats, cat housing Housecat™ is a cat house based business with award winning cat architecture for cats” instead say:

“Housecat™ solves the problem of where to keep your cat. Contact Housecat™ now to put your cat in a house.” and then if you want to throw in your keywords after that go ahead – Google only allows about 160 characters for a description before it sticks that little “more” button on it. Me, personally I’d just leave it the way I wrote it without the keywords. Because it’s a beautiful sentence. Now, if you’ll excuse me I have to apply for a patent. For Housecat™.

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