#12 The Good, the Bad, and the Awesome of Copyrighting
One hugely important part of websites, and marketing material in general, is the copy. But figuring out what good copy looks like can be tricky, especially since there are literally hundreds of ways to get your message across. In this podcast, we’re going to look at a couple great copywriting examples and a few that could use some help, and break down what works and doesn’t in the world of copywriting.
Copywriting isn’t just about sounding pretty. It’s all about driving the person reading it towards a goal. Whether that goal is to continue reading, scroll down, continue browsing the website, or click a button, your copy should drive the reader to take that action. Otherwise, what’s the point of having it? The main way you can do this is by cutting down on length. However, a lesser-known method is to make sure that each sentence flows into the next by using comparing and contrasting, triplets, repetition, and shocking statements.
Read the ad Luke created below for an old class presentation for some inspiration for your next project.
And this is the ad we mentioned that is some bad copywriting Luke is not proud of for the same project.