WARNING: Good copy should be about ‘you’
But unfortunately this bit hast to be about me.
My writing style could be described as 'classic copy techniques with a hint of charm'.
Or maybe 'A bit like Drayton Bird, but after some good news and a few glasses of champagne'.
I think that they key to good copy is to get inside your perfect customers’ head.
Really understand their core personality – not the version of themselves they show to the world, the version of themselves they dared to be.
How do they talk? What Kind of things are they interested in? What do they fund funny?
And most importantly…
What do they want?
The rest is about understanding the fundamentals and putting them in the right order in a way that fits the brand personality.
Fundamentals such as compelling headlines (which should be an offer, promise, curious statement or news), trickle down copy, reason why copy, finding the human benefit, overcoming objections, social proof and so on.
Charm - in my estimation - is the truth.
It's a decision to brave saying those things that might alienate some people (who deem what you're doing to be 'unprofessional' or some other meaningless criticism) in order to please the people who matter to you.
Charm pulls people out of their fuzzy corporate fearful haze and reminds them that positivity is a choice.
A good choice.
Below are some of my recent pieces of writing – for a forward thinking recruitment company in Hertfordshire.