My wife – who is, more importantly, my editor – said that some of my recent posts have been a little highbrow.
Conceded. Montaigne takes a little effort. (But then so does writing.)
To balance things out, here’s a silly formula on how to write the winningest copy.
The POTATO copywriting formula.
Point – what is the core message of the piece? Narrow it down to one point for maximum impact.
Originality – avoid the “meh” factor: ask, “How will it stand out?” Are you adding anything new to the conversation? I imagine Catherine Tate’s Lauren looking over my shoulder asking, “Am I bovvered?”
Tone – get the tone right – you want to win over rather than alienate your audience.
Assonance, alliteration and the like – a little lyricism goes a long way. If it ain't got that swing, they won’t remember a thing. Ease the reader’s journey along the tracks and make the writing memorable.
Tropes/tricks such as metaphors/analogies also make your message sticky.
Order/sequencing – such a neglected feature of writing: get the structure right – should I start the piece with an overview, intrigue, an anecdote, a question, a killer quotation? And how to conclude?
For help with this, read...
10 ways to open your business blog
10 ways to conclude your business blog
(And, of course, good copywriters are like the humble spud: unshowy, affordable, adaptable, versatile.)
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