Crafting a creative copy is an art and not everyone can win at it. Good command over language and knowledge level combined with creativity can help you come out with a great copy.

To help marketers come out with excellent copies, Econsultancy columnist Nikki Gilliland has shared four tips.

Gilliland says, “Certain brands are born to sound sexy. Take Burberry, for instance, and Mercedes-Benz and Apple – these brands sell luxury products with such slick and alluring design that they almost sell themselves.

But what if your product is far less appealing?

For brands that sell every day and, dare I say it, dull products – copywriting can be far more challenging. Similarly, regardless of the product in question, writing online copy such as FAQ pages and basic checkout features can soon sound repetitive.

So, how can we inject some interest? Here are a few copywriting tips to help, plus a few of the best examples out there.

1. Personify your product

It’s hard to make financial services sound even mildly interesting, let alone fun. This is made even harder by the need to inform and educate consumers about confusing and complex topics.

One way to make this easier is to personify your brand. In other words, to create a character that lends an identifiable ‘voice’ to a company or acts as a metaphor for a product or service.

Direct Line is one brand that does this, using Winston Wolf played by Harvey Keitel – a famous fictional character from the movie Pulp Fiction. As the ultimate ‘fixer’, Winston is a metaphor for Direct Line’s insurance products, which provides help and assistance to people when their home or car has been damaged”.

Four simple tips to make boring copy more exciting

Econsultancy

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