While it may be tempting to use an AI program to generate copy, it must be used with caution; in fact, it should be treated only as an aid in crafting your message.
What AI lacks often is the creative touch, the empathy and understanding that only a human can bring into play. AI can also struggle with accuracy and has been known to simply make things up. This is not to say AI is a bad thing. What it does need is human oversight and for you, the marketer, an understanding of what goes into making engaging and persuasive copy.
Copywriting does not come naturally for most people. To get a handle on copywriting, here are a few basic rules to remember that will help encourage the reader to engage with you and your business or organization.
Before even considering the first word, you must do your research. You need to know just exactly who you will be communicating with, what their needs, desires and fully understand how your product or service will satisfy those needs. This also means that you should focus on the benefits and not only the features.
Use words and language as if you were meeting face to face with the person you want to reach. Keep it simple, though. Use short sentences and paragraphs. Avoid trade jargon and slang. Above all, use words and language that convey the image of your brand. Remember the reader wants to know 鈥榳hat鈥檚 in it for me.鈥�
Another important thing to consider is the medium you are using. Are you writing for a website, brochure, newspaper or another form of social media? Each medium dictates how you will craft your message. For example, don鈥檛 write a 1,000-word essay if you are sending out an email or try to cram 100 words onto the side of the vehicle you use for business. And don鈥檛 forget to include a compelling headline.
Speaking of essays, writing too much and providing an overabundance of information runs the risk of losing the prospect鈥檚 attention. Use the proverbial KISS principle. Extraneous information can clutter the prospect's mind, and they will simply tune out and move on. As David Ogilvy said, 鈥淕ood copywriting is plain speaking.鈥�
If you think that your copy is finally good to go, stop, read it again, and again and again. Delete any words that clutter up your primary message. Above all, proofread to catch any spelling or grammatical errors. Poorly written copy can harm how people perceive your business.
One last point, don鈥檛 forget to include a call to action. Invite the reader to give you a call, drop in to your store, or click on the handy order and delivery button.
On a final note, if you do not feel comfortable writing copy, there are plenty of professionals out there who can help you out and ensure that your message is on point and on target.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca
