By Zoe Jezeph

 

Notes on Steve Harrison’s Copywriting Masterclass

On Monday 8th June Steve Harrison gave a masterclass on how to write effective copy. Here are some great pieces of advice…

 

• Who are you talking to?
• What is the problem they face?
• What solution can I provide?
• What do I want them to do?

 

It’s about them. It’s not about you. It’s about having empathy and understanding your reader.

You’re solving their problem. There’s nothing worse than a show off.

 

You are an uninvited guest.

 

Imagine you are sitting opposite the person you are writing to.

Write how you speak

 

Headlines

• Grab attention
• Arouse Curiosity
• Communicate a benefit

You want them to say…‘That’s bloody interesting! Tell me more’.

Once you get your foot in the door, you must persuade them to read on.

People react emotionally, not rationally. But facts do help to support your argument.

Have a clear call to action.

 

 

Break up

Copy

With subheadings

 

 

Once the first draft is done, don’t look at you copy for 24 hours.

Know all of the information and research before writing. Write quickly.

Use. Short. And. Simple. Words. And. Sentences.

Use You 3x more than I or We

Communicate 1 thought per paragraph.

 

This is difficult to read. This isn’t.

THIS IS ALSO DIFFICULT TO READ. And this reads pretty easy.

Does this also put you off?

 

Delete the unnecessary

The second draft will be improved when you cut it down by 25%

Ask someone to read it. Preferably someone knowledgeable who will give you their honest opinion.

 

Then re write…