Your Copy Is Boring. Here is how to fix it.

Let’s cut the cheezeballs and get straight to the point — copywriting’s main goal is to sell.

Unfortunately, most likely for you, 65% of the population lacks the eloquence and skill of such a task. This deviance has been keeping me steadily employed for a year now, so I can’t complain too much. Also, I made up that figure for dramatic flare, so before you go fact checking, chill.

Now, if you are a new business owner without the budget to pay a copywriter to razzle dazzle your product descriptions, website, email campaigns, or online blog— fear not.

I got you.

In my experience as a copywriting agency founder, and creative writer (toot tooting my diploma horn because this is the only place it matters in the real world) good copy doesn’t sell you.

Let me clairfy.

Good copy doesn't sell explicitly. It shouldn’t have to, but we will get to that.

For now, kick back and casually read this article knowing you will probably never put any of this advise into action … because while you care enough to read about how to improve, only a few dedicated readers will actually go the extra mile to employ this information.

Sorry my dry humor slipped out there.

But seriously, don’t be the above person. Just do the work, and you will see results. Also, give yourself time to practice and refine as necessary. If you don’t understand your audience yet, it may take a few rounds before you start seeing increased engagement. Like many things in life, don’t give up too soon.

Tip # 1: Storytelling

Writing copy is like dating. Everyone knows why you are there, but you don’t jump in the sack right away with a stranger. No, you test the waters. Exchange an enjoyable banter. Tease a little bit.

Then you make your move.

Copy is the same way.

Copy simply takes your ideal customer through a series of exchanges that build confidence, connection, and trust. So to begin, we start with the art of storytelling.

Warm-up your copy by sharing an inspiring story. After a recent poll on my instagram asking why my followers used social media, between the three categories to choose from (to be inspired, educational, or entertainment) more than 80% responded that they come to be inspired.

This told me two things. First, I needed to change my copy. And second, asking your audience what THEY WANT is essential to building an online community.

Storyies create trust, resonance, and if you’re lucky even admiration.

Before you roll your eyes and tell me you have heard this advice before — I have only one reply. Well, if you have heard this before have you actually applied the technique? My guess is not. Hence, why you are here reading yet another article on how to better your copywriting.

I shall repeat my initial utterance. Do the work.

Now that we’ve got that out of the way here are a few story templates to draw inspiration from when drafting your brand story. Rags to riches, successful accomplishment of an impossible feat, un-successful accomplishment of an impossible feat , underdog, comeback, hero, etc..

Plug in your best story to one of the above frameworks and wa-lah magic, you are a copywriter. These universal storytelling plot lines have been used for thousands of years, and there is a reason they still dominate modern day storytelling — just look at the Avenger’s success.

People resonate with these plot-lines because they give them hope. They can connect with the characters. As a copywriter, it’s your job to evoke such reactions.

Make it fun for them to buy your product.

If you haven’t been sold on the power of storytelling. Here is a real statistic to keep in mind. A story has a 63% remembrance rate compared to a 5% recollection rate of a numerical statistic.

Recap: Find your story, apply the plot-line framework, and share.

Tip #2: Stop Preaching

If you talk about your offer 24/7 — my first suggestion is to google what a launch calendar is. If you are always pushing something, and you aren’t Nike or another name house brand, you are on your way to burnout.

This is a major issue for new business owners. Without a strategic plan behind your sales process, what I typically see is someone spewing things all over the internet hoping something will stick. It doesn’t. In fact, it’s sloppy and confusing.

Here is the truth.

People hate to be sold, but love to buy.

Remember the dating analogy earlier? Apply it here. You don’t take someone out and start preaching about how great you are.

I mean, I guess you could, but chances of a second date are slim. Why? Because you made it all about you.

So cut the preachy bombardment, and start engaging with you customer beyond your offer. This makes you relatable. People like to buy from humans, not robots.

The trick is to sell, without selling.

And you do this by talking around your offer. You have two routes, you can speak to the stuggle your product/service solves, or the outcome. The result, the finished product, the transformation. Either approach will land with your ideal client because you have either drawn attention to a struggle causing them discomfort, or inspired them. Both create intrigue.

Intrigue is the catalyst for curiosity. It provokes questions, which leads to a conversation, and eventually a sale. It’s a simple cycle, and this is why good copy wins everytime.

Too many try to book calls or cold pitch without any fluff. And this is the rare occasion a little fluff can go a long way.

Recap: Stop preaching and start connecting. Create a plan for the progression of your copy. Become strategic.

Tip #3: Be Memorable

I admit, this one sounds a bit cheesy. Even for me…

Be memorable. Incorporate your personality into your copy.

If you haven’t noticed, this entire article is littered with my tonalities — you may have enjoyed my interjections, or not. It doesn’t actually matter. Why? Because either way you judged this piece of writing, and by doing so created a reaction. A reaction is a memorable experience. And to be remembered is copy’s dream.

If you can make your customer recognize and remember you — you got it going on.

Recap: Take your quirks to the max. Be vulnerable. Be edgy and bold.

Final Words.

Think of words like clothing, and copy as your wardrobe. When you write copy, you’re dressing your brand.

It’s your job to strut strut your stuff on the online runway.

Overall, make your copy enjoyable. For them, and for you. Have fun, play around with your tone and tactics until you find your sweet spot, ask your followers for insight, and don’t shy away from being human.

You’d be surprised what a little quick wit here and there does.