Você quer escrever melhor cópia, mas por onde começar?

Write every day. Writing is the first step to becoming a writer. For practice, you can imagine that you are a copywriter of a big company (Amazon, Uber, Adobe, etc.) and you are going to write a copy (slogan, landing page, etc.) for your manager. Take this exercise seriously and write as if the renewal of your contract with this big company depends on the success of this hypothetical campaign!

✅ Cycle of a great copy A-listers's strategy for crafting a masterpiece 1. Understand the product/service like a manufacturer Everything, from largest to smallest 2. Dig deep into the marketing research 3. Assess your competitors like a forensic psychologist 4. Craft the first draft based on these data 5. Give it time 6. Edit like a pro 7. Speak it loudly 8. Edit again to exclude the flow breakers 9. Show your copy to a few people from your market 10. Edit again based on the response of these people Congratulations 🎆 You craft a masterpiece.

If you want to be a good writer, just read more books in every field, make it habit.. and you'll be amazed from the results..

One of the biggest things you need to know and write to is 'WHY NOW'? Meaning, why should they take action NOW not later? Benefits, benefits, benefits.

This one says writing a better copy means you have already started. The only way to improve is by practicing. Free projects, social media copies, anything works! And then getting it reviewed by someone better than you in the same field (and your audience of course!)

When attempting to create better copy, the reader must be at the center of our thinking. If we're not connecting with the audience in an authentic way, the reader will quickly move on without taking any action. Understanding your audience means writing for them, in their words, using a voice that speaks to them. If we're using complex language for simple subjects, readers will quickly lose interest. Conversely, if our copy is too simple for an audience that are experts in their field, our message will not resonate with readers. Writing for your reader requires preparation and research. If we don't spend time researching our audience, their interests, challenges, goals, motivations, fears and frustrations, we will never create great copy.

Study Storybrand framework. The customer = the hero You = the guide You're trying to guide them to their "heaven island" and get them off of "hell island" (aka their current pains). Get rid of all the "look at me/us" language and turn it into "you" language. They don't care about you, your brand, your success... They care about getting rid of the thorn in their paw and if you can help them and communicate it, they will listen. (Not to be confused with social proof which builds trust, authority, and credibility.)

Find copies you enjoy reading. Study those copies every day. But it doesn't stop there. Practice. Practice. Practice. Study is learning. Practice is mastery. So to master copywriting; Practice writing copies every day. 30 minutes daily will take you far. You will be the worst at first. But if you keep practicing. You will gradually be the best.

Authenticity is essential. A reader can tell from the headline whether or not the writer is pandering to them. You need to truly understand what they're looking for/want to read and write to that desire. Find their curiosity or the problem they're seeking to solve and fill that need.

Wenn ich meine Zielgruppe kenne und erreichen möchte, gibt es einen einfachen Trick: Ich stelle mir eine konkrete Person aus dieser Zielgruppe vor und schreibe nur für diesen einen Menschen. Ich stelle mir vor, was er/sie lesen möchte und was ihm/ihr gefallen könnte. Das wende ich auf alles in diesem Text an: Umfang, Sprache, Stil und auch die Auswahl an Infos, die ich in den Text packe. Wichtig ist, nicht nur für einen Crawler oder Bot zu schreiben, sondern für tatsächliche Menschen.

Most copywriting isn't a philosophical treatise or scientific article. Leave the jargon out. If you need to use jargon, give context and definitions to let the everyday reader enjoy your writing. Don't be overly complex in your sentence structure but, at the same time, don't be too simple. Your writing needs enough variety to keep the reader interested but not so much as to be a chore to read. Once a draft is finished, read it out loud. If it doesn't sound good, it won't read well.

Gerade online ist es wichtig, Informationen in gut verdauliche Portionen aufzuteilen und sie in kurze Absätze mit Headlines aufzuteilen. Eine Faustregel besagt: eine Botschaft pro Absatz. Gerade in der deutschen Sprache ist man oft dazu verleitet, lange Satz- und Wortkonstruktionen zu bilden. Diese sollte man unbedingt aufbrechen, um den Lesefluss angenehmer zu machen.

Reading your copy out loud is an effective way of using simple and impactful language. If it sounds strange, overly formal, or complicated, then it probably is. Other copywriters and editors—professionals who work with words on a daily basis—may follow your messaging, but the average person will want to get to the meat of the point in a concise and quick way. Read aloud and avoid write for your intended audience, not the writing crowd.

Kill your darlings. No, seriously. Remove all the cliches. All the fluff. Be clear. Be unique. Tell stories. Pro tips: - use active language - be mindful of a male/female audience and how you speak to them for example language like "crush your year!" is not going to resonate with women. "crush" is very masculine ('war language'). Knowing little nuances like this will get you ahead and get you far. It's part of truly understanding who you're speaking to and wanting to SERVE them. They don't owe you their attention. Golden rule: No one care.

I know this is probably obvious but use Active Voice: an active voice over a passive one. An active voice injects vitality into your copy, making it more compelling and immediate for the reader.

Is there anything more annoying than vague, unsupported, baseless claims? As copywriters, we encounter both good and bad copy. Copy that tries to insidiously or illegitimately promote false claims will never be received well and may even end in a social media/PR nightmare. Consequently, our copy must be true, promoting only the real benefits and legitimate claims. How we present these to our reader is where we can get creative. Utilizing frame theory or frame semantics can evoke pre-existing mental structures, or "frames," in the minds of readers for our benefit. Linguistic framing uses language and context to drive readers towards interpretations of ambiguities and conclusions that we want. Used well, this is incredibly powerful.

Go easy on the adjectives and adverbs, and go hard on the verbs nouns that get at the meat of what you're trying to say. For example: "A dangerous moment" vs. "a moment of danger" This is advice that a mentor told my BFF a while back. It's so good that I think about it every time I write.

Just as playing the wrong key on a piano can ruin the harmony of a song, a mistyped word can throw off an entire peace of content. (See what I did there?)

This may sound a little illogical, but hear me out. Reading your copy backwards is an incredibly useful editing trick to make sure you spot all typos in our text. When we create copy or content, we're usually too close to the text to be able to spot our own mistakes. Usually, taking time away from our text, I recommend anywhere between 24-48 hours, allows a renewed perspective. If we don't have the time to take a break from the text due to deadlines or other constraints, reading your text from the bottom up allows us to focus on each word individually. Because we know our text inside out, when we edit we can easily miss things. Going from bottom to top allows us to focus on each word individually and spot any mistakes we may have missed.

Just sleep on it. Trust me on this one. Set your own deadline that's one day ahead of your client's deadline so you can look at your work with fresh eyes before turning it in. Bonus: You might even sleep easier that night knowing that your work is almost there instead of rushing it in at the last minute. "But what if my client needs it that same day?" Copywriting isn't open heart surgery. Nothing in this business is as urgent as you think it is.

Giving yourself some time away from the copy allows you to approach it with fresh eyes. The distance helps you spot errors and improve clarity. For example, if I need 1 day to write the content, I make sure there is a 1-day gap before the deadline for proofreading. And of course, use tools like Grammarly.

Some tools to consider: - hemmingway (free editing tool) - sunjectline.com (free subject line analyzer) - grammerly (free version available) - AI (free versions available)

Copy is subjective. While one client will love your work, another will edit it to bits. It's important to create your own copywriting style that's true to what YOU think is good copy. Make sure you're going out in the wild and looking at real live copy on billboards, side of bus stations, in print (while it's still alive), in restaurants, etc. Don't skip the ads on Spotify or while you're watching your favorite shows -- pay attention to what YOU think is good copy and bad copy. Learn from it and keep evolving.

Use swipe files. Curate and create from a winning copy. Get it marked by a coach and improve upon regularly. Practice daily.

OK, this might sound weird, but the place to start writing better copy is by writing copy. Don't overthink it, experiment, play around, develop your own style. It's easy to be blinded by what others have created and then think you should be doing the same, but how do you know that somebody else's copy is working? The answer is that you don't, unless you have their test results. So, create your own style, watch others & get inspiration, but don't invest in the idea that others are more successful than you (unless you know that for a fact). Finally, test your results and use those measurements to show you where to improve.

There are three levels of copywriting skill. I call them flat, sparkling, and divine. Flat: This is utilitarian copy that makes no major mistakes but doesn't add anything. It relays the message. Nothing more. Sparkling: This is bubbly, effervescent copy that is enjoyable to read and connects the dots in the shape of a dipper. Divine: This is transcendent 1+1=10 copy that does more than just connects the dots. It creates a picture in the shape of a bear. Most copywriters start out flat. They can get to sparkling with some practice. But divine takes more than just writing skills. It takes pattern recognition & real creativity. An ability to see new angle & read beyond the brief. That means stretching your brain. Start w/spec ads.

The best "write better copy" advice I ever got came from Ben Settle: Find a heavyweight copywriter whose work you enjoy reading, and focus a massive amount of energy on studying that person. Why do you find them readable? How did they produce results? Deep dive on one until you are a downright expert on this person. I still do this -- and I tend to go through "phases" of studying different writers. Too many inputs from too many sources can muddy the waters when you're trying to nail down fundamentals. Next? Get writing.