Expert series: Top 3 Copywriting Concepts

by Matt Press on January 30, 2014
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The final one in our five steps in successful copywriting series is here!

Step 5:  The top 3 key copywriting concepts.

What’s the point in working hard in other areas of your business, when the words on your website or portfolio will be the first thing people see?

Whether you’re a talent agency, a model or a creative wanting to define your brand, you’re going to need to be able to write. For business. And there’s quite an art to that, so it’s worth trying to learn how.

The good news is that there are 3 copywriting concepts that, in my opinion, are more important than any others. Mastering them takes time and effort, but once you have, your website will be more effective than most.

1.     Storytelling.

Everyone loves a good story. Think your brand has no story? Think again. Your brand is already telling a story whether you like it or not – it’s just that it’s probably a bad one.

From emotion to drama, from the wow-factor to the wacky, there is some angle right for you. Put yourself in your readers’ shoes and ask yourself what you’d like to see. Nobody wants to be faced with a boring block of text – telling a story will be the difference between your website engaging with viewers or not.

2.     Simplicity.

When it comes to website content, this is an extremely important but often overlooked concept, because most people and businesses tend to fall into the same trap – they write what they want to say instead of writing what people need to hear.

So be ruthless and strip down your words. Make every single one of them work as hard as they can. Identify your goal and your target audience, then assess whether your words achieve what you want them to.

Steve Jobs once said that ‘simple is often harder than complex’. He wasn’t talking about words, but he might as well have been. Writing everything you want to say about yourself is the easy option. Don’t take it. Be a tease instead.

3.     Authenticity.

There’s nothing wrong with getting inspiration from another person or company, but never copy their work.

For starters, people aren’t daft. They’ll be able to tell when you’re being original or not. And from a strategic perspective, it’s dangerous. If you’ve copied someone and the market forces them to change something, you’re left in limbo. You won’t know what they’ve changed, when or why.

And also, it’s important to have authentic, original content for SEO purposes. Getting ranked highly will boost your business and, without going into SEO too much here, original, respected content is the single most important factor for Google nowadays.

You can read the previous four steps in this expert copy-writing series by Matt Press here: Step One: Being found on Google: Metadata, and Step Two: Writing with design in mind. Step Three: Focus on the Details. and Step Four Using Punctuation to Sell.

Matt PressMatt Press is the director and owner of Splash Copywriters in the UK. He’s an experienced copywriter who has written words for some of the UK’s biggest brands, such as Sky, Three and Vodafone. As a modern writer, Matt is always on top of the latest trends. You can read more from Matt on his website at