In my view, there is no magic formula for creating good copy. 

Businesses are different. Audiences are wide-ranging. And the way that you talk to your customers might make another company wince.  

But that’s what makes copywriting so exciting. 

Every voice is different. Everyone has a unique perspective to share with the world, and it’s up to us, as copywriters, to bring that voice out and put it on the page. 

Having said all that, there are some principles I like to stick to for every single client to make sure I’ve got them on the right track. And this is regardless of their service, product or tone of voice. 

What are those principles, I hear you ask?

Well, they just happen to spell out C-A-F-E - a very nice fit for Freshly Ground Copy, don’t you think? 

(Can you tell I love puns and acronyms yet?)

So what does C-A-F-E stand for, and how does it relate to writing copy?

C is for Clear Copy

As Jay Abrahams says, “Sometimes the best copy to sell a horse is ‘Horse for Sale.’”

Above all else, copy must be clear. I don’t care how daring you are with the English language, if your copy is Pun Central, or even if the odd swear word punctuates your prose. 

If your copy is unclear, the reader won’t get it, and they won’t understand how it relates to their needs as a potential customer.

Your copy must be easy to follow from the get-go. This goes for:

Word Choice

You know that feeling when you’re getting lost in a juicy novel? But then a word you’re unfamiliar with stops your brain in its tracks?

By avoiding overly sophisticated or obscure words in your copy (even if it makes you feel smarter), your message will flow seamlessly, and the reader will understand it immediately.

Sentence Length

There’s a lot of conflicting advice about ideal sentence length. But, in my opinion, here’s the best way to find out if you’re going on a bit.

Read the sentence out loud. Find yourself stopping for a breath? It’s too long. Feel like it stopped too abruptly? It’s too short. Sometimes, it helps to hear something out loud rather than just see it on the page.

Messaging

JFK’s speech writer, Ted Sorensen, said that his work “really comes down to four words and five lines”. The lines, in particular, were Outline, Headline, Frontline, Sideline and Bottom line.

Frontline is key here. It’s about identifying and moving the most important point up to the front. So, figure out what point you want to make before creating your copy. Then make it.

A is for Authentic Copy

Your copy should sound like you. So, it’s time to ignore what everyone else is doing and dig deep down in your business to find your authentic sound.

This one comes down to having a solid tone of voice, and there are four dimensions you can measure your business against to find your unique style.

Funny v Serious

Some brands are built on humour, and that tone is now expected from them. Others would feel wildly inappropriate (and a bit cringe) if they started cracking jokes.

So if humour isn't your thing - don’t force it. If it is, go nuts.

Formal v Casual

How do you speak to customers when they interact with your business? Are you straight down to business, or are you more chatty?

This approach should be reflected in your copy so customers have the same experience upon each interaction with you.

Respectful v Irreverent

This is all about the relationship you are building with your audience and the type of business you’re in.

Maximum Effort has become known for its reactive advertising campaigns that aren’t afraid to take the mick out of others and themselves.

But would this flippant tone of voice be what you’d want to hear when you’re seeking serious legal or financial advice. Probably not.

Enthusiastic v Matter of Fact

There are times to get your audience excited, and there are times to give people the facts.

Red Bull’s website, for example, goes straight into the action with exciting projects and sports. They want to get you pumped up about the brand.

But if you’re looking for a new bank, wouldn’t you want an accurate and straightforward representation of their services and account types?

When assessing your preferred tone of voice against these dimensions, remember that they’re sliding scales, and you don’t have to be entirely one or the other.

Choose the combination and levels that feel right for you.

F is for Flexible Copy

Flexibility wasn't the most significant factor in copywriting when we were just in a traditional media world. Once the copy was on the page, it was on the page (fingers crossed for no typos!)

Now that a massive part of copy is digital (websites, blog articles, social media, etc.), it has a longer “shelf-life”, and your audience can dig it up for years to come.

So, it makes sense to consider how you can write copy that doesn’t immediately age. This can be small things like changing your online bio from “23 years of experience” to “over 20 years of experience”. Yes, it's a minor tweak, but the former will have you updating that copy every single year.

It also makes sense to consider placement, as this will affect the format of your copy, its length, and perhaps even your message.

Say, for example, you’ve released a new technology to market, and some media outlets are interested in getting a story from you. The message you present in a technology-focused magazine could be completely different from a more general business publication.

Consider the media’s audience and be flexible in delivering the message that will be most interesting to them.

E is for Engaging Copy

This one really brings all the other three together, but it’s worth noting anyway.

Conversion Copywriter Diane Wiredu once said, “Copy is a conversation” - i.e. it’s not your copy’s job to sit a person down and tell them what’s what.

It’s about knowing what might hold your audience back from engaging with you and the things that will springboard them into a sale. Their pain points, desires, struggles, even where they are on the customer journey - it’s all about making them feel heard.

Because if they feel “loved”, they’re more likely to engage. And that’s why you want them to be reading your copy in the first place, right?

Looking to refresh your copy? Take a look at my copywriting services to see how I can help.