3 Actionable Copy Writing Tips from Ad World Talks (and 3 personal tricks I will use to Copywrite better)

Photo by Daniele Franchi on Unsplash

Content is king.

A famous line in the marketing sphere but one that I believe to be incomplete.

Content is king; Copywriting is his handler.

There, fixed it.

Copywriting is that tool that will make your product as enticing as a dinner date in Rome, or when done incorrectly, turn your product into rotten meat in a bag.

But what is Copywriting?

What is Copywriting?

According to Hubspot,

“Copywriting consists of the words, either written or spoken, marketers use to try to get people to take an action after reading or hearing them.”

It aims to bring the product/service in front of the right audience and ultimately, persuade readers to take a specific action.

However, you wouldn’t want to gamble away the conversions and increased digital revenue due to underwhelming copywriting, would you?

So, Ad World is here to save the day!

3 Actionable Copywriting Tips

01. Use a Nab

In her design hacking story arc, Kathryn Jones talks about using ‘the nab.’

In these heaping piles of content and content fatigue is becoming a reality, it gets difficult to differentiate and create an impact. Even more difficult getting the eyeballs and retaining that user's attention.

Kathryn Jones points to using a nab- poking the user in the eye, if you will, to grab eyeballs and hook readers in on the content.

‘The Nab’ could be a useful technique across social media, emails, and landing pages.

How would it create an impact in a funnel?

‘The nab’ should highlight a key result the reader is expecting to achieve.

Expert Tip: Extrapolate the concept of the nab in your design language as well, and use a design differentiator for scroll-stopping impact.

02. Play the ‘Why’ Game

In his insightful talk, Ashton Shank not only talks about how to get the viewer’s attention and make your ad relatable, but he also talks about playing ‘The WHY game’.

When setting up your ad framework, an important question to ask is ‘What is the deepest pain my product solves?

Like peeling the several layers of an onion, you have to dig deep to find what problem your product solves.

Ashton picks an example of a ‘bar of soap’ as an example:

Statement: My soap bar makes the consumer smell good.

Why game: Ok, why would you want to take away the stink?

Statement: Well, you want to be around other people and freely socialize without making them run away.

Why game: Ok, why would you want others to not run away from you?

And down the rabbit hole you go till you find the deepest pain point your product solves.

Expert Tip: Alongside the ‘WHY’ game, I suggest playing the ‘HOW’ game. Solving for how showcases utility and the solution-process behind your product.

For eg: When talking about the bar of soap, you’d like to find out: ‘How does this product make me smell good?’

The answer: We unearthed our senses-tingling soap from our everyday surroundings. Notes of peppermint and chamomile combine with soothing Aloe Vera and protective Pine Bark to give you refreshing baths EVERY.SINGLE.TIME.

You get the point…

The manufacturer can talk about the ingredient properties and the USP of that combination for an impact.

Features + Benefits = Win-Win.

03. Finding the Sweet Spot

In his talk ‘How to generate killer big ideas and unique hooks, Stefan Georgi talks about finding a ‘sweet spot’ for ideas.

The ‘sweet spot’ for ideas and conversations is when an idea is primed to make the leap from hidden to emerging.

Hidden ideas and topics are the ones that are unknown to all but a niched circle. Emerging ideas are spreading like a forest fire. They are still niched but knocking on mainstream popularity doors.

Emerging and Widely-known ideas are fatiguing and no one is excited about listening to these conversations.

Stefan Georgi also shares the belief that there are more hidden ideas than there are emerging ideas or known ideas.

How do you find hidden ideas?

  1. Formulate ⟶ the problem you’re trying to solve
  2. Rephrase ⟶ the problem as a ‘Why’ Question
  3. Search ⟶ Scour the internet for answers
  4. Modify ⟶ Add modifiers to your search for more microscopic solutions
  5. Categorize ⟶ For every answer you find, categorize it as hidden, emerging, or known
  6. Organize ⟶ Set aside everything as emerging and/ or known
  7. Rank ⟶ your potential hidden ideas as to how interesting or powerful they seem to you.

Et Voila! You have arrived at your destination.

Expert Tip: Pull data from and understand voice search. So many times, when consumers are thinking about a small concern around a specific product, they will use Siri or Google Assistant to find the answer.

In Closing

Copywriting is a powerful, evergreen tool that will pull good results even in the dynamic changes of digital transformation and re-transformation.

Doing it right once is not enough, observe how consumer tastes and preferences, and consumer demographics are changing over time and adapt accordingly.

These actionable tips stand tall to changes, so when going back to the drawing board, take these along.

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