The 6 Immutable Laws of Effective Copywriting

Effective copywriting can move mountains. Well, maybe not. That’s hyperbole. At least, it gets people to take action. But the old-school thinking that “written copy” ought to be “salesmanship in print” is quickly losing sheen. Just as fast as traditional sales is. Something changed. A new movement is up. Customers have too much content to handle. Your copy – I am sorry to douse your fire with ice water – is just “more” content for your potential customers. You’ve got to do something else. You may continue to write copy but you’ll have to straddle the change. Thankfully, there are some timeless, immutable laws of effective copywriting you can’t go wrong with:

The Law of Headlines

Headlines are everything. Copywriters all over the world believe in writing effective headlines. David Ogilvy once said, “People see the headline as many as 5 times more than the copy itself.” If you have to spend time on anything at all while writing copy, spend it on writing headlines. While there are tools available to help you write better headlines, nothing beats your own, creative, bubbling head. Headlines, subject lines, and even email pre-headers do the hard work of pulling people in to read the rest of the copy. Brian Clark of Copyblogger reveals that top copywriters spend 50% of the entire time spent on copywriting on developing headlines that do most of the work. How much work, you ask? About 80 cents for every dollar you are trying to make!

The Law of Emotions

We now have the digital medium. We create content faster than any time in history and consume content even more. Our habits change. We are online most of the time. The full-spectrum of emotions we feel, however, hasn’t changed at all. Working with people’s emotions still works. Flawlessly. Creating a sense of urgency, nudging readers to reflect on their current situation while promising something better, or simply stating how your product or service solves a problem, will all hit on one of those emotions your customers are feeling at contact. Sonia Simone of Copyblogger.com has an entire set of examples on emotion-based headlines that work. Emotional headlines make you feel, and feelings are powerful motivators.

The Law of Simplicity

Go dumb on everything. Cut down on every word that shouldn’t belong. Copy should be compelling, but not clever or cute. Simplicity, however, is harder to achieve than pomposity. Look at some of the best copywriting in the digital age that worked. Simple is effective. Dropbox: “Your stuff, anywhere” PayPal: “Shop safe, without worries” IMCreator: “Create a website” Asana: “Teamwork without email” Now, which of these headlines didn’t you understand? Kids get it. So will you.

The Law of Stories

If you can write the way you speak, and assuming you are persuasive enough, would you be able to whip out copy that works? You would. People are drawn to conversations, imagination, and stories. When you start writing like John Lennon and start saying things like: “Imagine there was a world without conflict, war, or hatred…” “Transport yourself into a parallel world where humans co-exist with aliens…” “Jet set to the future and picture yourself on a sun-bathed beach…” Stories, imagination, and conversations are also the crux of movies and entertainment. Just ask the multi-billion dollar Hollywood Industry or read up about how they make money. There’s a reason why most stories begin with “Once upon a time…”

The Law of “Warts and all”

Start off writing, “I was once broke, ate leftovers, and shared a bedsit with 6 others…” and your copy would look like one of those million other long-form sales-letters. Don’t get me wrong. Those sales letters may be effective even if trite. But if you looked at how Gary Halbert writes, you’d realize that there are many other ways to approach the “warts and all” principle: the act of starting off with the ugly truth about the product or a real story about yourself – to make readers trust you more. Now, you know why Avis’s We Are No.2. We Try Harder. ad by Paula Green worked so well, eh?

The Law of Accuracy

Susan Gunelius, the author of Kick-Ass Copywriting in 10 Easy Steps writes about the importance of being accurate. Most advertisers go overboard with superlatives, tall promises, or unjustified claims. Just get out of that temptation. Keep the language simple, make claims only as long as you can justify them, and go easy on superlatives like free, best, fastest, and cheapest, as well as clichéd phrases like “No purchase necessary!” or “The world’s foremost dentists recommend…” The point is that if the world’s best experts in your industry actually recommend your product, point out who does. If you are stating that every teacher swears by your learning management system, showcase actual teachers who do so. You’ll lose more by being slimy than by being honest. Also, honesty is an enduring, adorable, and personable trait. Be accurate to be honest.

Parting Thoughts

Copywriting is a direct moneymaker. It’s the one thing that leads you to sales. It’s also one of the best ways to build relationships with your prospects and get them to trust your brand. Following these laws and actually practicing the art of copywriting (that is, if you are not going to hire a professional) puts money into your pocket. Have you mastered the art of copywriting? Do you see your copy working for you? What tips do you have to make copywriting sweat more to push sales through the roof?