While Morpheus is sparring with Neo he says…
Stop trying to hit me and hit me.
That’s how a lot of copywriters’ work reads.
Instead of writing copy…
They write what they think copy ought to look like.
That makes their work conspicuous, contrived and insincere.
The opposite of what makes a sale.
Here’s a recent post from copywriter Alen Sultanic:
The most powerful type of copy is invisible copy.
The less attention it brings to itself, the better it’ll do.
Its purpose is to get in the mind and do change work, not to be analyzed or criticized.
Things that will make it more invisible:
- Use less hyperbole (no one talks using exaggerated outlandish statements)
- Speak like they speak
- Don’t overload math and logic that make their brains calculate
- Always do the math for them them
- Attach sensory experience everywhere you can, especially openings. What do they see, feel, hear, touch, taste, and smell.
- Attach current events and what’s going on around them.
- Make the story their story
- Always translate meaning for them, “this means that”
- Don’t have more than 3 characters in the story
- Make the sections connect and flow together
- Match the format of your copy to the format of the content they expand the most energy consuming
Stop trying to write copy…
And write copy.
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