Savvy copywriters borrow from successful authors, and so can you. Their techniques:
Don’t “tell” about your product. Describe something that “shows” people how it relates to them. Consider this example from Weber, the grill maker: “You’ve probably had to apologize when you cooked on an ordinary gas grill. The flare-ups that singed those costly steaks. The cold corners that made it hard to cook food evenly.”
Energize your copy with strong verbs instead of adjectives and adverbs.Examples: Choose “delve” over “search deeply” to describe what your research department does. And don’t say your customers “walk leisurely” through your mall. Instead, say they “stroll.”
Provide “visual sound” with dialogue and quotes. Example: Instead of writing reams of copy about how quiet it is inside a moving Rolls Royce, one copywriter did it with this quote: “At 60 miles an hour, the loudest noise in the new Rolls Royce comes from the electric clock.”
