As many copywiters seemingly love to beat into everyones head, copy should move the people that read it to do something. What it moves them to do is not really the important part here, it’s how the copy is thought out and written that is. 
Getting the important part down
So what makes some copy so great while others are stuck at blah? Well for starters whoever wrote it probably sat down and thought who they were writing for. Depending on who the audience is, will or at least should determine how a piece is written. If you were writing to a group of younger kids you probably shouldn’t use academic language on them, this will only lead to their fustration and cause them to not even pay attention long enought to read what exactly it was that you had to say. On the flip side if you were writing a piece of copy for an academic newsletter, it would be important that you use “bigger” words that would be commonly used in a field like this in order to keep their attention and let them know that you do in fact know what you are talking about.
What else is important?
When it comes down to it there are other things that are important besides for just using the proper language. You should also keep things planned out, meaning you shouldn’t just slap something together and expect that it will be good enough. In fact most pieces of good copy can take hours upon hours to create to maybe even a few days.
In most cases it probably starts as an outline where you or a team can put down ideas of what’s thought to be important for the copy. After enough ideas are put down, they can start being arranged in an order in which they will make sense to the reader. Once these first two parts are done to current satisfaction, the actually copy can start coming together. This will probably only end up being a rough/first draft, something to read over and get a feel for how this will turn out. After reading through it a couple times and making corrections it should be about done. Maybe find and add in some approiate pictures to help farther the mind set of the reader, and place them in just the right spot so it really greets the reader with maximum impact.
Conclusion
I know what you’re thinking, “this will take far longer than 5 minutes!” Well, you’re right good copy just doesn’t happen in five minutes. In fact it’s a long thoughtful process in which you have to consider the intended audience, gather ideas, select the best ideas and start molding them into what will become the final copy. This whole process may take some time to get down but once you do it will be one of the most rewarding accomplishments ever.
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