A Few Lesson on Writing a Copy


Writing copy is important because good copywriting establishes trust with the customer. It grabs their attention, it piques their interest, it creates desire and ultimately it is what gives them the information they need to hit ”buy” or they may remember and come to you to hit that ”buy” button.  So lets start with a few lessons.


Number 1. Life ain’t easy. Ha ha, I actually joke on this. But who knows, life may be easy if you make it easy. Can you?

So, heres to Number 1. Write a captivating first sentence.

When writing copy, the most important sentence is the first sentence. It dictates whether or not your reader is going to continue reading. For example, I started out this article with — nobody wants to buy yellow snow cones. It isn’t a sentence you see every day. It’s interesting. It’s edgy. It’s uncomfortable. It’s captivating. And, guess what? You’re still reading. They do as well.


Number 2. Make the first sentence short.

While some copywriters might disagree, I recommend the first sentence to be short. I remember my first copy’s, oh my, once I actually had one returned back from a client with a clear message written on it ”  To Long, To Boring, Get Over it” and that put me on thinking quite a bit. But when writing a copy, you want your reader to be able to read and digest your first sentence in a split second. If they can quickly get through your first sentence, they will be forced to read your second sentence. How about that!


Number 3. Write a great second sentence.

When writing copy, the second most important sentence is the second sentence because it is where you start tickling the interest of your reader. Here, you slowly want to build the story telling, it’s like going to a movie, the characters starts slowly to uplift the story.  And in this case, the first sentence is like a slap in the face or a kiss on the lips, hopefully that did go out well ”haha” its purpose is to get the reader to look twice. The second sentence’s main objective is to get the reader to say, ” Okay, I am interested enough to learn more. ” I want more popcorn.


Number 4. Make the second sentence a little longer than the first. (More Popcorn)

You can walk in a crowded mall and yell ” condoms ” (wile I wouldn’t recommend doing that) and you definitely won’t have any trouble getting people’s attention, haha. But, getting them interested in the condoms you’re selling is another thing entirely. To do this, you’ll have to do some explaining — which requires a slightly longer sentence. Keep reading.


Number 5. When writing copy, make it interesting. (Less Popcorn, more from the movie’s story)

When in doubt, always make your copy interesting. I see a lot of brands pull punches in their copy because they’re scared about what their customers might think. But, what these brands should really fear is their customers losing interest in their copy because it is too boring. I am guilty on this. When was the last time you really enjoyed reading an instruction manual? If you have a choice between boring and safe versus interesting and edgy, always choose the latter. Unless you’re in life insurance. Not doubting that.


Number 6. If you can say it in less, say it in less. 

Your customer doesn’t have all day to find out what you’re trying to say — get to the damn point quickly. Make that as you statement.


Number 7. Use stories & statistics to highlight your points.

Everybody likes to listen to the funny guy at the party with all the stories. I do. But everybody also likes to know that the odds are in their favour. When writing copy, if you have a good story to tell… tell the damn story. And you know what’s funny? We all have a good story to tell, wile most of us just keeps it for them self. If you have a statistic that assures the reader they will have a high likelihood of success using your product or service, share that too.


Number 8. Use pretty font that is easy to read.

Good font matters. It doesn’t have to be fancy, but it should be pretty to look at and easy to read. Keep it in perspective, wile simplicity is your best friend.


Number 9. Always read your copy out loud. 

Before hitting  ” send ” you should always read your copy out loud to yourself and someone else. Wile I mostly live alone, I get my image in front of the mirror and walk my voice to my reflection of self,  and you can do that to. If you find yourself stumbling on specific sentences, tighten them up. If you notice the listener’s eyes glazing over, make your copy more interesting. If you notice yourself as the reader daydreaming as your reading the copy, scrap the whole damn thing and start from scratch.


Number 10. After writing your copy, attempt to cut it down by 25%.

This ties into copywriting tip #6 from above. Once your copy is complete, attempt to file it down by 25%. If you can say the same thing in 750 words that you were originally saying in 1,000, do it. Simplicity to a short level is your best friend here.  Now this takes my thought to the O2 Mobile network here in the UK, they have this monthly plan called simplicity. No contract but you get the same deal as on a contract. People loves simpl ‘icity’ and you audience loves to.


Number 11. When writing copy, keep AIDA top of mind.

Now this is a good one and probably the most important one. AIDA stands for Attention, Interest, Desire and Action. It’s essentially the golden rule to follow when writing copy. First, you grab your reader’s attention. Second, you garner their interest. Third, you transform their interest into desire. Fourth, you help them take action. Make sure you write that down.


Number 12. Write like you’re writing to a human

Your reader is human. He or she is not a robot in a business suit. Humans have feelings. Humans have a sense of humour. Humans have personalities. When writing copy, write to humans. This will also personalise you style. It will sculpt the writer from you, and that when your audience will say ”Hey, that sounds like Isaac ” (in my case). I think the most important asset as an Artist, Writer, Musician or you name it, is people to recognise your style without seeing first you name. And thats something called ”you acquired status ”


Number 13. Always and always,  Include a call-to-action.

When your reader gets to the bottom of your copy, what would you like them to do? If you don’t ask them to do something, they won’t. Your reader can’t read your mind. You need to tell your reader what you want them to do. Do you want them to buy? to fallow you, to subscribe to your mailing list, to check your stuff? Of course you do. You want them to proceed with that . So, ask them. Always include a call to action. Make sure you write that down, or at least remember it.


Number 14. Make your copy the best thing your prospect reads all day.

If you wouldn’t be excited or impressed to read what you are sending to your reader, then don’t send it. When writing a copy, write with one goal in mind — make it the best damn thing your prospect reads all day. My self I use a simple equation called the V.R.I.N Technique, which stands for Value, Rare, Inimitable, Non-Substitutable. On a scale of 1 to 10 whats you score? I let you investigate that for your self.


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Author: Isaac Bjørn

Isaac Bjørn is an Author, Entrepreneur, Philanthropist, Consultant, Composer Of Algorithmic Music & Algorithmic Art and a Pigeon Fancier. When’s not working he likes to read books, think's about why things are the way they are and how things are going to change. He’s also fascinated by philosophy and has an insatiable hunger for specialized knowledge.