You knew from the beginning that you would need the help of a copywriting professional to get the copy for your website right and that is why you’ve hired one. The first draft was just sent to you, but after reading it, you’re not too sure if this is what you’re looking for.
At the end of the day, it’s important to remember that you are the client and that if you’re not happy, you shouldn’t be afraid to say so. You’re the one paying, after all.
If you would like to gain a deeper understanding of what constitutes good copy to enable you to recognise the flaws of the piece of writing you are unsure about, read on. If, however, you already know that the copywriter you’ve hired won’t respond well to criticism then perhaps it’s better to change copywriters and contact WSI OMS, because we know how to write good copy.
Here are the basic elements of good copy:
- Good copy doesn’t test the reader’s patience. It shouldn’t be difficult to read. It should be enjoyable and rewarding and every word and every sentence must have meaning and relate to the products and/or services that are being discussed.
- Good copy addresses the reader on a personal level and should inspire the reader to take action. Negative terms like ‘can’t’ and ‘shouldn’t’ should be avoided and positive, call to action words like ‘can’ and ‘will’ should be used regularly.
- Good copy varies between long and short sentences. This is what is needed to give copy rhythm. Otherwise the reading experience will become boring very quickly.
- Good copy addresses people’s concerns and assures them with facts. It should first acknowledge the fears they might have concerning your products and/or services and then put them to bed with the facts.