Separating Fact From Fiction for Better Results
Welcome to the first installment of our Debunked series! At Serendipit, we firmly believe that in the fast-paced world of PR, creative endeavors, and social media marketing, it’s essential to stay well-informed and separate fact from fiction.
So come along as we debunk some of the copywriting myths that have likely been holding you back from creating truly engaging and impactful content. We’ll unravel these misconceptions, shed light on the truth, and deliver a healthy dose of cold, hard facts to help you harness the power of words on paper and truly master the art of effective copywriting (a little dramatic, but you get the point).
“Good writing is all about using complex vocabulary and long sentences.”
Copywriting is not about ostentatiously flaunting the profundity of your lexicon or indulging in the superfluity of labyrinthine sentence structures.
In other words, copywriting is not about showcasing your extensive vocabulary or using convoluted sentence structures. In fact, simplicity and clarity are the true cornerstones of effective copy. The key lies in crafting concise and accessible content that captivates your audience. By ditching the unnecessary jargon and adopting a more straightforward approach, you can create easily digestible content that resonates with readers.
“Copywriting is solely about persuasion and sales.”
While persuasion and sales do play an important role in copywriting, it’s imperative we expand our understanding beyond these limited boundaries. Great copywriting involves storytelling, education, and developing a unique brand voice. Storytelling allows you to create an emotional connection with your audience, enabling them to relate to your message on a more personal level. Additionally, educational content not only informs but positions your brand as a thought leader in your industry. By incorporating these elements, you can create content that sells, yes, but also connects with your audience on a deeper level. We’ll explore how to infuse your copy with personality, engage readers emotionally, and establish trust.
“Anyone can be a great copywriter.”
*scoffs* I resent that remark! No, it’s not rocket science, but copywriting is a bit more than just stringing words together. It requires a specific set of skills, expertise, and a genuine passion for the craft. Copywriters have the ability to convey thoughts and evoke emotions or actions from readers through their writing. While anyone can improve their writing skills, becoming a great copywriter demands dedication and practice. It involves continuous learning, staying updated on industry trends, and adapting to changing audience preferences. The ability to understand your target audience, identify their pain points, and craft compelling messages tailored to their needs is essential.
“Keyword stuffing is essential for SEO success.”
Contrary to popular belief, keyword stuffing is no longer an effective SEO strategy. Technology outsmarts us, and search engines have evolved to prioritize high-quality, user-focused content. How dare they?! Instead of stuffing your copy with excessive keywords, focus on creating valuable, informative, and engaging content that addresses the needs of your audience. You can incorporate keywords naturally and strategically to improve search engine visibility while still maintaining readability.
“Copywriting is a one-size-fits-all approach.”
Where there is a copywriter, there must be flexibility (though not in the “I can do the middle splits” sense). One size certainly does not fit all in this ever-evolving industry, and copywriting is no exception. Effective copywriting demands a keen eye for customization, catering to the unique demands of various platforms and target audiences. Copy that works well on social media may not really resonate on a website or in an email campaign. Each medium has its unique requirements and nuances. While we may not always thrive at “going with the flow” (unless the flow includes strict adherence to AP style, title case rules, and Oxford comma stances), adapting your writing style, tone, and format to suit each platform and audience is absolutely essential. By embracing this mindset, your copy will shine across all contexts, ensuring maximum impact.
“A good copywriter always follows the rules.”
Rules are often seen as sacred commandments etched in stone, but in the copywriting realm, they’re not always an absolute must.
While understanding established guidelines is important, a good copywriter knows when it’s appropriate to deviate from them in pursuit of great creative work.
There are situations where copywriters need to bend the rules to achieve a greater impact, such as in creative ad campaigns, brand taglines and slogans, storytelling, social media engagement, and content personalization.
Sometimes intentional misspellings or the deliberate abandonment of grammar rules can be used to convey a specific message or create a lasting impression. In other instances, the deviation may be less obvious, where the copy is seemingly free of any liberties taken, but under the surface, the copywriter employed nontraditional marketing tactics to inspire action and push limits. Ultimately, you can’t disrupt the market or make something uniquely your own by always worshipping to the grammar gods.
With these truths now in your arsenal, you possess the key to unlocking your full copywriting potential (pro tip #1: stop using the phrase “unlock your full potential,” but we’ll get to more on that in a later blog all about kicking office jargon to the curb). Simplify your approach, infuse your words with the magic of storytelling, and let the authenticity of your brand voice shine through. Recognize that mastering this craft requires time and practice and bid farewell once and for all to the dark abyss of keyword stuffing. Most importantly, captivate minds, tug at those heartstrings, and compel action.
And fear not, dear reader, for this is only the beginning of our mythbusting voyage! Stay tuned as we continue on to demystify the myths surrounding PR, social media, branding, design, and more.