8 Copywriting Techniques That Knock Your Copywriting Socks Off
Things I've found and loved.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples and insights from the most recognized healthcare brands.
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I love collecting copywriting techniques.
There’s always something new to learn. It could be a phrase or a principle. Either way, these copywriting techniques stand out.
They are top of the funnel. They spark your interest. Draw you in with a line that makes you stop and read it.
Here are eight copywriting techniques that will make you a better copywriter.
1. Double Entendre, Double Effective
Entendre means it has a double meaning.
The ad below is brilliant because it suggests two things. It’s fine, and it’s a paying fine.
It makes you pause and think.
2. Twist a Common Phrase
A common phrase captures your attention.
You think you’re reading the typical rhyme or phrase on a billboard until there’s a twist at the end. This print ad is spectacular for doing just that.
It captures your attention and then drops a bomb at the end.
3. Talk With Empathy
Don’t talk like a marketer. Talk like you’re a parent.
Mount Sinai ads are always brilliant. This one stood out because it takes on the perspective of a parent. It empathizes as a parent.
Write from the perspective of your one reader.
4. Join the Conversation
Don’t just talk about your product’s features. Talk about what other people are talking about.
You can hijack the conversation by simply being relatable.
Talk about what other people are talking about and then cleverly segue into your product.
5. Similies Make Your Product Relatable
A simile or metaphor helps your product stand out.
It helps people visually see what makes your product different. You’re telling them what it’s like (you can even make it humorous).
6. Position Yourself as the “Only”
Another ad from Mount Sinai shows the power of positioning.
It calls out other hospitals and what they do. Then they show you how they are different. They also say it in a clever way.
There’s nothing wrong with saying something clever if it’s also clear.
7. When Design Complements Copywriting
Sometimes, design supplements the copywriting.
They thrive on each other. The ad below is an example of how design and copywriting perfectly complement each other.
8. Always Consider the Reader
This ad considers the reader’s time.
It’s also a great way to capture someone’s attention by calling out the time it takes to read the ad. A reminder to call out the obvious.
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Ben Watkins