Writing Copy Without Sounding Gimmicky

“To do what is right and just is more acceptable to the Lord than sacrifice” (Proverbs 21:3).

In the 21st century, marketers have become obsessed with trying to understand what will make people open the email, drive someone to the website and “make the sale.” The world we live in is competitive, and if you aren’t staying on top of the latest trends and adhering to data, then you’re losing.

The obsession isn’t necessarily negative. Researching trends and data is good! Understanding what people are interested in and what makes them want to purchase a product or service benefits the business, the economy and the consumer. Having this understanding enables copywriters to write marketing or sales copy that avoid gimmicks and make the audience want to click “more” rather than “delete.”

There are many types of copywriters — agency, corporate, freelance, etc. — and companies hire them for different purposes, from print or digital marketing to direct sales. Let’s take a look at the areas of marketing where copy is most used in business today and how to avoid sounding gimmicky in each.

Avoiding Cliches in Email Copy

How many times have you opened your inbox to an email with the subject line, “You don’t want to miss this!”? When you receive the email, you assume there is a special discount or important message included, but — lo and behold — it’s the same email you receive every week from the same online boutique, sharing its latest line of accessories. In other words, it was an email you definitely could have missed.

Think outside the box when you are trying to capture attention. Consider the content inside the email, and put yourself in your audience’s shoes. What would make you want to open it? If you have access to previous emails to the same audience, look at the subject lines that have worked in the past. Maybe they are quirky and fun, or maybe they are light-hearted and short. It all depends on your audience, so get to know them better. If you think it sounds cliche, it probably is! 

Nobody Likes a Pushy Person…

So why would they like a pushy writer?

People want to know that what you are putting in front of them will truly benefit them. Let’s take social media as an example. You have a great product you want to sell, but you don’t quite know how to convince your audience to buy it.

First, you might want to consider whether you have established a line of trust with your audience. Do they understand your brand and your mission? Do they already know they can trust you?

If the answer is no, then you probably should reconsider the content you are about to post. Think of simple things like your call to action. Instead of saying something like, “Buy now,” which can seem forceful and pushy, try something more helpful and informative, like, “Learn more.”

Be a resource on the brand you are representing, and the clicks will come naturally.

Take Yourself Off Autopilot

At the organization where I work, my primary audience is about 134,000 members. It is rare that I write a piece that’s directed toward every member, but it is still easy to go on autopilot. If I’m writing a brochure for a conference and need a similar flyer for an event a few weeks later, the easy — but ineffective — thing to do would be to recycle content.

Don’t get me wrong: You probably should be sticking to common themes and using specific phrases for a given campaign, but try spicing it up a bit!

When you keep your audience in mind, it’s so much easier to freshen up your headline or give the body copy a touch-up. If they are seeing the same content on a regular basis, they will feel like they aren’t important and that the content or product is always the same. You know first-hand that is not true. It’s your responsibility to be compelling, so follow these tips to avoid the gimmicks, and you’ll hold their attention and keep them coming back for more.

Colleen Godinez is a marketing copywriter for a mid-size membership organization in Kansas City. She graduated from Kansas State University with a BS in psychology and a minor in journalism and mass communication. In her spare time, she enjoys freelance writing and helping other organizations propel their brand. She has learned to appreciate the little things in life and soaks up every moment she can with her little girl and husband. Depending on the time of day, coffee and wine are her drinks of choice. You can follow her on Facebook or Instagram.