How to write good copy: start with the 3 C’s

Not sure how to write a marketing message that entices customers? Whether you’re a seasoned marketeer or a newbie business owner, my 3 C’s of Good Copywriting are a great place to start.

Of course, there are many other elements to writing good copy but you’re here because you want to know what the 3 C’s are and how to get them in your copy to make it stronger.

Using the 3 C’s can form the basis of an effective marketing message. One that gets across who you are, what you have to offer your customers and crucially, how they can get it!

The 3 C’s of Good Copywriting

Let’s jump straight in with the first C. If you’ve decided to write a piece of marketing in the first place, it’s because you want customers (potential or existing ones) to read it! Whether this is online, a social media post or email for example, or offline like a piece of direct mail or a leaflet, you want your audience to see it.

1.      Make your copy Catchy!

Lure those customers in with a headline that grabs them. Keep this headline short, you’ve only got a few seconds to get their attention. Your audience needs to see what you’re offering at a glance.

Be direct with ‘you’ and ‘yours’– have you got their name? Then include it in your header for a more personalised message that will catch their eye. ‘Sarah, here’s 10% off just for you’.

You could be upfront ‘Click here to get your FREE sample’ or ‘Hurry our SALE starts today’.

You could go down the intrigue route, ‘You’ve been invited’ or ‘The news is out…’ leaving your audience thinking ‘invited to what?’, ‘what’s the news?’. Humans are hardwired to be curious, and chances are they’ll want to find out and keep reading.

Another good option is to ask a question, ‘Do you wish you were more…’, ‘Ready for a better…’ then make sure the rest of your copy answers this question. People buy solutions to problems, so as a business or brand, your copy needs to show how you can solve something for them.

2.      Convince your customers

You’ve hooked them in now it’s onto step 2. Time to give them some more information about who you are. What does your business have to offer them? How will you make their life easier or better?

You need to convince loyal customers to stick by you and new customers to choose you over your competitors.

A good marketing message will explain the benefits of your product or service. Remember to highlight any unique selling points (USP’s) you might have. Maybe you’re the only place in town that offers it, you could offer the best value-for-money helping them to make a saving, or perhaps you have a sustainable product that will appeal to eco-friendly customers.

Adding a testimonial or two from happy clients can really help to boost trust and convince potential customers to give you a go.

3.      Give your copy a Call To Action

Don’t entice customers in, get them all excited then leave out the part that tells them what to do next! Believe me, this happens all the time and it makes the whole piece of marketing a complete waste. A customer needs to be told, very clearly, what they need to do to get your product or service.

Tell them exactly how they can message you/sign up to your newsletter/ buy your product/ book onto your course/use their discount code.

The easier you can make this, the better. Or else you’re effectively creating a barrier to their purchase. If your marketing message is online, make it clear where to click through. If they have to quote a discount code from your poster – keep it short and easy to read. Why not add a QR code for a quick scan (if your customer base uses smartphones)?

Add some urgency in! Is there a deadline or a sale ending? Tell them to ‘Book by midnight tonight’ or that ‘Hurry, limited edition prints are almost sold old’ or are ‘Only available to the first 20 customers’.

 

So, there it is! The 3 C’s of Good Copywriting. Make your copy catchy, convincing and always give your customers a call to action.

And if I’ve done my job well, I’ve got you to read this in the first place, (hopefully) convinced you that I know what I’m talking about as a copywriter. Email me at christieforcopy@outlook.com if you need a freelance copywriter for your next marketing project.