Creative Writing Tips You Can Use In Your Copy

from mila 

If you’ve ever aspired to write fiction or creative non-fiction you’ll be happy to know there are several ‘rules’ of fiction that apply to effective copywriting technique as well.   

#1  Show Don’t Tell.  This is a hard and fast rule in creative writing. Here’s an example of what it means. 

Telling – Joe walked across the street. 

Showing – Stepping up to the curb, Joe squinted in the bright sun.  A dark blue van sped past leaving thick plumes of exhaust in its wake.  Overhead, the shrill ringing signaled it was safe to cross the street.   

With copywriting the technique is a touch different.  Telling in copywriting is listing features and showing is explaining a benefit.  

Telling – Brushed leather seats 

Showing – Easy to clean brushed leather seats are the perfect combination of luxury and convenience.   

Showing, both in creative writing and in copywriting are about creating an experience for your reader.  Who cares that Joe walked across the street and who cares about brushed leather seats?  You have to show the reader a reason to care; you have to give them an experience. 

#2  Be descriptive.   In creative writing and copywriting some of the best descriptive tools are powerful verbs and adjectives.  Why say someone talked when you can say they shouted, whispered, or even muttered?  Why tell them the seats are leather when you can tell them they’re vintage Italian brushed leather?  Painting a vivid image creates powerful prose and powerful copy.  It moves your reader to not only continue reading; it motivates them to make a purchase. 

#3  Don’t be afraid to bend or even break grammar rules.  Commercial fiction is rife with bad grammar and it isn’t because the editors are lazy, it is because sometimes bad grammar just works better, particularly if you’re writing conversational copy. 

We don’t always speak in complete sentences and we sometimes end our sentences in prepositions or begin a sentence with AND, OR and BUT.  Conversational copy has been proven to work quite well at converting – go ahead and let a few strategically placed grammar errors by in the name of good copy. 

While not everyone aspires to write fiction, heck some don’t aspire to write copy either, it can be helpful to learn a few tricks of the trade because good writing and storytelling has universal appeal. 

Show your reader what’s in it for them, instead of telling them, be descriptive and paint a picture.  Let your reader imagine themselves using your product or service and being successful.  AND use words and grammar strategically to make your points.

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