Let’s face it. Not everyone loves to write. However, in any business, dynamic copy is essential: from brochures to press releases you need to be able to grab your audience – fast. So, even if writing isn’t your forte, you should be able to tell great copywriting from the not-so-great. Here are four secrets that all great copywriters know:

1. Straight to the point
Writing compelling copy often depends upon the basics: if you want your audience to read what you have to say you have to make it easy for them. Sentences shouldn’t be too long – an average length of about 16 words should do the trick. But don’t be too repetitious: varying between short and long sentences will give your writing rhythm. And don’t underestimate the power of subheadings and bullet points: by breaking up your page and allowing your audience to skim read you’ll help make sure you get your point(s) across.

2.‘ Brevity is the soul of wit’
Long before copywriting as we know today existed, Will Shakespeare said it best. Great sales writing can’t rely on the reader’s patience. Cut any unnecessary words or phrases – keep your language honed, sharp and to the point. Every word you write should convey meaning to the reader; write with their interests in mind, not your own. And when introducing ideas, try to keep your paragraphs to two or three sentences – save the page-long, DH Lawrence-inspired paragraphs for your novel…

3. Know your audience
Who are you writing for? Make sure you know what they like, how they talk and what they talk about. Read what your target audience reads and take notes – this is the best way to gauge your pitch. For greater buy-in pose a simple ‘yes’ question right off the top – your readers want to agree with you so make it easy for them – they’ll be more inclined to say ‘yes’ when you make your offer later on. And maximize your impact by using powerful, active words. Words like ‘unveiled’, ‘result-driven’, ‘tested’ and ‘cutting-edge’ will give your writing impact and excite your audience.

4. Keeping it conversational
Regardless of topic or niche, everyone loves a good story. In fact, a good story-telling technique is one of the best ways to reel in a prospective audience. Give the reader a chance to relate your words to their own life – your point will hit home and stick with them longer. It’s even better if you’re able to tap into imagination and emotion…Imagine you’re sharing a beer and great conversation with a good friend – does your writing flow? Make sure that your copy is it engaging and personal and you’ll win over your audience every time.

Some last words
And don’t forget: once you’ve got dynamic, effective copy you’ll need to get the word out. Building relationships is all about trust – prospective clients want to know that if they hire you they will be happy with the results – also true for all copywriters. Testimonials are a powerful way to get this point across and to back up great work. Either write one yourself, or put it into the hands of an expert. And for us writers? Keep track of our successes and don’t be afraid to sing our own praises – fast, with verve, and to the point.

By Katie Mead