They have a headline that captures the attention of the reader, summarizing what they’re about to read. They have an intro (standfirst) to expand on the headline and warm up the reader, then go into the story.
In every case, they write for reader – understanding what matters to them and write it in a way that appeals and persuades them.
What they should do is lay out the facts in a way that's meaningful to the reader. They should be impartial, instead just give information and let the reader make up their own mind.
The only thing you should avoid is blocks of copy. It’s better to break up long form copy with subtitles and bullet points. And if you’re in digital, you have a plethora of ways to convey complex messages outside the written word (although they’ll need scripts and storyboards).
With all these tools at a copywriters disposal, it should be easy to write good product pages, transactional journeys and SEO driven articles that actually gain engagement instead of satisfying that spider's appetite.
All you have to do is think more like a journalist. Gather facts, translate into something relevant, write it a attention-grabbing way and watch the number counters go up.
The only thing you should avoid is blocks of copy. It’s better to break up long form copy with subtitles and bullet points. And if you’re in digital, you have a plethora of ways to convey complex messages outside the written word (although they’ll need scripts and storyboards).
With all these tools at a copywriters disposal, it should be easy to write good product pages, transactional journeys and SEO driven articles that actually gain engagement instead of satisfying that spider's appetite.
All you have to do is think more like a journalist. Gather facts, translate into something relevant, write it a attention-grabbing way and watch the number counters go up.
