Frameworks. Formulas. Methods. Tactics… there’s so much copywriting advice out there, it can be hard to keep up.
Sure, a lot of it is great, but how do you act on all that good advice in a way that will make a difference in your sales?
So today, we want to step back. Relax. Enjoy a cup of hot cocoa, and write.
Because although copywriting can feel complicated, you can make it dead-simple by simplifying it to scales.
What do we mean by scales? Here are some examples:
- Casual vs. Formal.
- Affordable vs. Premium.
- Funny vs. Serious.
While it can be fun to put together “Brand Manifestos” and “Tone and Voice guides” where you write a dossier with more characterization than you’d find in a George R.R. Martin novel…
… They’re rarely helpful when it comes to actually writing.
Next time you sit down to write, ask yourself which scales you’re working from.
Then, rate yourself from 1 to 10 on each scale—and start writing.
For example, imagine you’re selling Liquid Death, a popular and rather expensive canned water brand.
In that case, you’d probably give yourself a low score on the Casual to Formal scale, and a high score on the Affordable to Premium scale.
With those two things in mind, you’d have a better start for writing copy than any “Brand Guide” or copywriting formula would get you.
That’s it: think of your scales, place yourself somewhere on them, and write the best words your customers have read in decades.
