4 Ways To Write More Engaging Copy

So you want to write better copy . . . ?

You've come to the write place 😉

(Sorry, couldn't help myself . . . the best part about being a writer is a license to throw out dad jokes and bad puns whenever I d*mn well please.)

Whether you are a copywriter, a small business owner, or you just wanna be a better writer in general, learning to write more ENGAGING copy can seem easier said than done.

Let's start with the basics:

en·gage / en·gag·ing

1. occupy, attract, or involve (someone's interest or attention). Similar: capture, catch, grab, draw, attract, gain, win, captivate

2. (of fencers or swordsmen) bring (weapons) together preparatory to fighting.

(You COULD say that engaging copy is a weapon you need in your business arsenal. In fact, we are saying that. Funny how definitions can have layers like onions - or ogres!)

Your copy (your website, landing page, ads, social media posts, emails, customer service responses, etc) should GRAB attention, DRAW customers in, CAPTIVATE their interest, and eventually WIN their business.

But if you're staring at the blinking cursor of death . . . if your copy is falling flat . . . if your ads or landing page simply aren't converting . . . here are four tips I've used on ads that have moved real money, not theory I picked up from a marketing blog:

1. Tell STORIES, not odysseys

Chill, Homer.

We want to feel all the emotions and ride the ups and downs of our hero on his epic journey home . . . but we do NOT want to read 24 books to get there (has anyone here actually read The Odyssey?). Stories are the most IMPORTANT TOOL to connect to your audience. Most purchases are emotional buys — a consumer needs to feel connected to the product because it solves a problem for someone just like them . . .

If you don't think you can craft a story from scratch, base your story on an actual review. (Or YOUR story. There's a reason you created your product right?)

The formula to follow when outlining your story is what everyone calls "The Hero's Journey." It's been used in absolutely everything, and for good reason -- and it works because it forces you to open on tension, the same way a strong ad has to earn its next line instead of coasting on the offer. If you want to go deeper on that opening-line problem, we broke it down in our piece on why most headlines get skipped before the story even starts.

Here's the Cliffnotes version: Set the scene/introduce your hero, describe the problem and emotions/frustrations, introduce the solution (your offering), answer any objections they may have (ease of use, cost, etc), give them a happy ending thanks to your offering.

The big thing to remember is LENGTH. No matter how engaging or life-changing or important your story is . . . no one will read something super long (cough Homer cough). Be descriptive, but eliminate fluff and filler.

Here's an example pulled straight from one of our campaigns: a home services client whose techs were so slammed with jobs they were missing new customer calls entirely.

The problem: small business owners missing potential customers/appointments because they are busy servicing current clients.

The frustrations: losing business in an instant-gratification world, losing revenue, profit . . . needing an assistant but not being able to afford one. (This is where you hit them in the feels!)

The solution: an automated system that takes care of calls for you using a text-based appointment system, easy-to-use, less expensive than an assistant. That's the whole story arc in four sentences -- no odyssey required.

2. Use lists to explain benefits and features

We even used a list here! SO META.

Let's play a little THIS vs THAT. What's going to grab your attention more when scrolling your feed or browsing a landing page?

THIS

The best way to write more engaging copy is the following: write stories, not odysseys, uses lists to explain benefits and features, leverage testimonials and reviews, and talk to your audience, not at them.

or

THAT

The best way to write more engaging copy is the following

✔️ Write stories, not odysseys

✔️ Use lists to explain benefits and features

✔️ Leverage testimonials and reviews

✔️ Talk to your audience, not AT them

I can tell you right now that when I was reviewing this post for typos . . . I immediately skipped over "THIS" and my eyes went straight to the list under "THAT".

THAT is the power of lists.

They immediately call attention to the most important benefits or features of your offering. DON'T bury the good stuff in a block of text. Tell me why your offering is:

• The best out there
• The most unique on the market
• Way better than the competition
• Something I MUST have in my life

Pro Tip: If you're using a list in ad copy use emojis that relate to your brand or convey something positive (check marks, green-colored emojis, etc), as the bullet points.

3. Leverage testimonials and reviews

Let your customers do the talking! While you are the authority in your product, shoppers today will actively cross-shop for a near-identical product with better reviews before they'll take a chance on yours -- so why not use that instinct to your advantage? The truth is, you only need a handful of well-written positive reviews on your website, Facebook, or Google (even an email to your company!) to get started.

Using real reviews (and supplementing them with customer-submitted photos or videos) help establish trust. Video reviews are KING. They make your business seem legitimate and approachable.

Reviews can be used front and center on your webpage, in your ad copy, in your email campaigns . . . everywhere.

For ad copy, we find that testimonials/reviews are most effective in the middle or bottom of the funnel (we call this 'answering objections'). At that point, the audience knows who you are and is on the fence about purchasing. This is the perfect time to introduce why others love your product.

4. Talk to your audience, not AT them

Sometimes you can get so caught up telling your customers how great your product is that your copy ends up feeling a little too preachy. That's why storytelling or testimonials work so well. Don't tell your customers why they NEED your product or that they NEED to buy it . . . tell them what problems it will solve. Don't tell them how AMAZING your product is . . . tell them how their life will change for the better when they use your product.

This can be the hardest thing to achieve when writing copy . . . you want to share all the benefits, but how do you do it without being Billy Mays or that ShamWow guy?

Let's play another game of…you guessed it!…THIS or THAT

THIS

This cell phone case is the best case you've ever seen! It's a case like no other. Your phone screen will never shatter and your phone will never break — even if you drop it in water! No other cases can compare. Who needs phone insurance when you have Super Awesome Phone Case?! You need to buy this case right now!

or

THAT

Oh no . . . it feels like just yesterday you were walking out of the Verizon store with a shiny new iPhone . . . and today . . . the worst happened — THE DREADED DROP. Now your screen is cracked and WORSE . . . you don't have cracked screen insurance, ugh. Save yourself the struggle BEFORE it's too late with Super Awesome Phone Case! Protect your phone from drops, cracks, spills, and shattered screens.

See the difference? THIS is preachy and infomerciall-y (we made that word up) and just YELLS the product benefits of Super Awesome Phone Case at you. THAT sets a scene we are ALL too familiar with, addresses multiple pain points (broken phone AND cost of replacement), and provides a solution — bringing the audience along WITH them instead of talking AT them. This is also exactly where a strong opening line matters -- if the first sentence doesn't hook them, none of this story lands. We go deep on that exact mechanic in our breakdown of what a headline's real job is.

If you're looking for more in-depth training on how to write better copy, check out our copywriting courses, especially our flagship course -- Words That Sell Anything -- which will teach you to write bold, persuasive copy to generate more sales, get more clients, and make more money.