Dos and don’ts of copy and design that worked with amazing results. And why.

By Billy Sharma

Nick Horne, creative director at True Digital said, “The value of creativity has always been about investment. Creativity is the ultimate embodiment of ROI. Creativity should be the multiplier of value, how we unlock untapped potential value. Anyone can go to Fiverr or ‘pick up the copy, themselves but it shouldn’t be about what you can get it for, but what it can do for you.”

So, the question is: what is good copy or design?

Here are eight examples of creative copy and design that work.

EXAMPLE 1:
The iPod revolutionized how we listen to music when it launched back in 2001 — and the way it was advertised was amazing!
Why? Because it answered the critical question that the consumer has, which is: WHAT’S IN IT FOR ME?

Remember, emotion not logic sells.

DON’T
Headline: Introducing a revolutionary portable musical device: The iPod.

DO
Headline: iPod. 1,000 songs, in your pocket.

The release of the first iPod in October of 2001 was a huge milestone for Apple, and for quite a few people, especially a younger crowd. Earlier that year, Apple had released iTunes, and now with an iPod at their disposal, people could manage their entire music library and take it with them all the time.

This was their first TV spot.

Video link: https://youtu.be/mE_bDNaYAr8

Subsequent commercials even dropped that line and just focused on the target audience.
Video link: https://youtu.be/DjFgMyDtKSU

EXAMPLE 2: FINDING THE RIGHT VOICE.
DON’T
A passive voice is not only indirect but it’s also awkward.

For example – Passive Voice:
On April 19, 1775, arms were seized by British soldiers at Concord, precipitating the American Revolution.

DO
An active voice is simple and straightforward.

For example – Active Voice:
On April 19, 1775, British soldiers seized arms at Concord, precipitating the American Revolution.

EXAMPLE 3: BEING SPECIFIC.
DON’T
Don’t write copy that says:
Join an ever-growing community of people that helps the homeless every month.

DO
Write copy that says:
Join 2,000 donors to help ease homelessness every month.

EXAMPLE 4: MAKING IT PERSONAL.
The word ‘YOU’ is Glue.

DON’T
For example: One way we can make sure we get donations is by asking you for monthly gifts. This way, Unity Farm Sanctuary can rely on steady funding and really focus on our needs.

Will you become a donor today and show us we matter?

DO
For example: When you donate you bring fresh, clean water to those who don’t have access to it. Your $20 gift helps families to no longer haul pails of water multiple times a day, it also helps avoid contaminated disease-causing viruses and bacteria. You’ll be giving them fresh, healthy water that hydrates and nourishes their bodies.

EXAMPLE 5: READER’S SCAN THEY DON’T READ.
Include more periods and shorter sentences, fewer commas.

DON’T
Commas mean long, painful sentences, like this one: Before your brain reads anything your eyes first scan it. Your eyes then signal to the brain and either it says “Hey, this looks interesting” or it says, “Don’t go there Comrade, because when your eyes see a lot of words that turn into one mega-long paragraph, it’s an immediate turn off, and your eyes say, “Stay away, stay away.” And your brain replies, “Roger that.” And so, no matter how good the copy, it just won’t get read.

DO
We all scan!

You see, we all scan before we commit to reading any copy.

So, keep it simple.

Add subheads. Write short sentences. This will suck them in.

EXAMPLE 6: YOUR OPENING SENTENCE IS CRUCIAL.
If people are not captivated by it, what are the chances they will read the rest?

DON’T
For example: We seem to focus on nearly every other part of our body, and yet neglect the one crucial area that we value most, our face. Our exercise plan will help you firm up this part of your body in just five minutes every day.

DO
Your face has 43 muscles! Don’t neglect them.
Just 5 minutes per day with our exercise plan will do wonders.

EXAMPLE 7: DON’T EXAGGERATE.
An honest line always works best.

DON’T
THINK BIG? NO Way.

DO
BE HONEST

EXAMPLE 8: EVERY LINE OF COPY SHOULD LEAD TO THE NEXT.
Watch this video and you’ll understand why storytelling works.

Video link: https://youtu.be/eXL2YukS6Sc

Now, if you got something out of this article, then subscribe to my monthly newsletter: Direct Forum It’s free, email me at: billy@designersinc.ca