The 11 Key Elements of Amazing Copywriting

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Amazing Copywriting Image source I can always tell when I’m reading amazing copywriting by the drool pooling on my desk. It happens when I read blogs like this one from Writtent’s very own Karri Stover or from HubSpot’s Marketing Blog. Those guys are just so darn good at what they do. And I think I’m on to their secret. Here are 11 key elements of copywriting that the pros have mastered.

Empathizes Great copy is the kind that let’s the reader Clean Email know that you understand. It’s the been-there-done-that-got-the-tshirt kind of writing. Authors have to, first of all, know their audience, and, secondly, understand them. And since you’ll probably never actually be in your audience’s shoes, it’s going to take research and building buyer personas. 2. Uses Cliffhangers Joanna Wiebe at CopyHackers calls cliffhangers the “curiosity gap.” It’s what the screenwriters for The Hobbit did to get us to go back to the theater three times.

It’s leaving just a teensy bit of information missing so your readers have to keep reading for more. And then, when they can stand it no longer, you bridge the gap with the information they’ve been waiting for. 3. Moves the Emotions Amazing copywriting moves readers emotionally. Not the crying and sobbing and eat-your-heart-out emotion, but the kind that moves them to action. Susan Gunelius from Entrepreneur lists 10 emotional triggers, including what I think are the biggies: fear, trust, belonging, and competi tion.