Thursday, 31 March 2011

Great online copywriting rules

By Liz Stokes

The key to great copywriting is simple; knowing your audience. Whilst penning a piece of copy it’s easy to forget is that, more often than not, the end user is a person like any other. Likewise, when writing copy for online the author needs to bear in mind how the public utilise the internet.

1. Thinking about how you personally use the internet.
Great online copywriting
The web is a vast source of information and most is far too much to digest. Aside from the majority of the public not having the leisure time available to spend in front of a computer screen, reading online can be a strain on your eyes. The light, angle and glare all put a strain on your retinas, this is why very few people publish or read books online. The key to great online copywriting taps into this, as well as the golden rule of marketing; make it snappy!
Audiences don’t have the time and don’t want to read reams and reams of copy, end users just want to know the interesting points and how to get to them.

2. Further to the above point, the reader will want knowledge. 
Including interesting facts and statistics leaves the reader feeling more knowledgeable and with a greater understanding. The solution is to condense what you are trying to convey into an easy, engaging piece of work that people will both want to read and find easy to read.

3. You need the reader to believe what you are saying. 
Lying to the audience may seem like an obvious faux par but embellishing is equally as foolish. Linking content online is great for SEO purposes but in the context of copywriting linking your claim to a trusted source that backs up that point is priceless.

4. Don’t preach. 
Copywriting is, 90% of the time, simply a more engaging way to sell. However, up-selling too hard can be as detrimental as not selling at all. If the audience feel as though they are being pressured to buy they will be instantly turned off.

5. Be warm and personable.
As we stated before, the end user of your copy is a person just like you, speak their language, you don’t need to be clever or overly funny (especially if it doesn’t come naturally to you). Most people just want to be spoken to honestly and openly. This doesn’t mean you need to highlight what you can’t or don’t do, it just mean don’t mention it!

6. Asking questions is a must.
What’s the point in asking questions? The reason is actually scientific fact. Scientists have claimed that the brain is ‘hard-wired’ to find answers, when we are posed with a question it opens a ‘loop’ in our brain and it will do anything to close the loop. Humans are inquisitive by nature, we need answers and we will do anything to find them. This is a great tool for copywriting as it tricks the brain into needing to read the rest of the article, almost forcing the audience to read on.

7. Attract the right audience with your title
Surfing the internet is like being drown in a library, there is so much out there knowing where to start or what will interest you feels like an impossible task. Keep titles short and to the point in order to attract the right audience. Try to make them engaging with a question that is exactly to the point of your article. When optimised correctly it’s perfectly likely that many, many people may see your site, but unless it’s your target audience it’s worthless. Ensure your headline is worthy, engaging and to the point so that you attract the people that it is relevant to. 

Have we missed anything? Feel free to add to our list with your thoughts.


  1. Thanks for the great tips for copy writing. I am still studying this technique and hoping to get new information here. I still have to practice more.

  2. Thanks for your great tips regarding copywriting technique. I really learn a lot from this one. I just need to practice more in wring my own sales copy and looking forward for a success. I hope I can persuade my readers too like you do. :)


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