Is your copy cutting-edge? 5 ways to enhance your storytelling
Copywriting has long been an artform since the dawn of time. From cryptic markings on caves to cursive odes on parchment, writing is etched in our history. Even as humanity develops its technological edge in the digital era—particularly with the rise of AI, the art of copywriting is not lost on humanity.
With copy being the linchpin of your brand’s reputation, how can you be sure that your copy is cutting-edge?
1. Define your brand’s ‘essence’
Producing compelling copy begins with understanding your brand’s essence. How does your brand stand out from the crowd? What values are important to your brand? If your brand was a person, what would they be passionate about? These answers will form a foundation to finding your brand’s essence and individual flair.
2. Craft a consistent tone of voice
Tone of voice is ‘how’ you express your brand’s opinions. Is your brand sassy, punchy and hip? Perhaps it is ethereal and sophisticated, or maybe it’s bold and empowering. Whatever the tone of voice you choose, it should best reflect your brand’s values. For instance, choosing a sassy tone of voice probably won’t hit the mark for a private girls’ school, but being bold and empowering certainly would.
3. Use language your audience understands
There’s nothing worse than using big words for the sake of sounding smart. In Shakespearean times, using flowery language was ‘in’, but in today’s fast-paced digital landscape, clarity is golden. Avoid the unnecessary jargon and opt for concise, engaging copy that hooks your audience.
4. Stay focused on your messaging
Now that you’ve mastered ‘how’ you are saying it, you also must consider ‘what’ you are saying. What’s the point of your audience reading this? What do they gain or learn? Ensure your point gets across in a clear and impactful way. People don’t want to search for the point, they want it right there in the headline. Break up your copy with clever sub-headings to make it easier for your audience to navigate the story.
5. Embrace the power of storytelling
At its core, copywriting is storytelling. Engage your audience by weaving narratives that resonate and evoke emotion. Yes, we need to be clear about our messaging, but that doesn’t mean we can’t get creative. The golden rule in storytelling is, ‘show, not tell’. This rings true in every aspect of your copy. Relish all the senses (see, hear, touch, taste and smell) and allow your audience to experience a story that transports them to your world.
If you have any troubles with your copywriting, let’s chat!