Less blah, more ta-da! ‘So what’ copywriting and how to avoid it

Have you ever tuned out of a conversation because it was boring, filled with too many details, or didn’t get to the point quick enough?

I don’t blame you. I’m not one for small talk either. And my copywriting style is the same.

Let’s be honest, in today’s noisy, over-crowded world, we are bombarded with sales pitches from the moment we check our phones in the morning.

The alarm goes off, and suddenly you’re catching up on your socials, finding out what your second cousin had for dinner last night, while a curated feed of advertisements flood your feed.

They’re shouty, they’re generic, they’re forced, and they leave you thinking ‘so what?’.

These ‘so what’ advertisements are a lesson in how NOT to write good copy.

As a freelance copywriter with almost two decades of experience, I know a few things about writing authentic, engaging copywriting.

Firstly, don’t make it feel forced. Good copywriting should feel fluid, organic and effortless, like a conversation between friends.

Secondly, get to the point fast. Don’t give your audience time to tune out. Tell them what they need to know, yesterday.

And thirdly, make it relatable. Zone in on those pain points, those things that keep people awake at night, the fears, the desires, the challenges that seem out of reach. And help your customer join the dots on why your product or service resolves the problem.

If in doubt, delete that monster paragraph and pretend that every letter costs extra. You’ll soon be writing succintly.

This formula will has worked for me as a freelance copywriter writing for all kinds of brands, from Audi to Zanussi.

And I always read my own copywriting back. If at any point I think ‘so what’ I go back to the drawing board and make it sharper and shorter.

Want that kind of dynamic copywriting in your own marketing communications? Let’s talk. Drop me an email - hello@katyyoung.co.uk