Copywriting Basics

What is Language Register in Writing? August 21, 2020 by Duncan Croker I walk you through the five-point formality scale of written language register.
What’s the Difference Between a Motto, a Tagline and a Slogan? July 1, 2020 by Duncan Croker I explain the differences between mottos, taglines and slogans using real-world examples.
The Ultimate Guide to Copywriting June 30, 2019 by Duncan Croker This is the ultimate guide to copywriting. If you've got questions about copy, you'll find the answers here.

Quick Lessons

traits of good copywriting


Good copywriting has four traits:

  1. It’s clear. Ambiguity kills effectiveness. Make sure your message is easy for your target audience to understand.
  2. It’s memorable. Your message should seize and hold attention. If people can’t remember what you told them, they won’t remember you when it’s time to buy.
  3. It’s personal.Good copy feels targeted – it’s a one-on-one conversation between you and your reader. When people feel understood, they’ll trust you to deliver the right solution.
  4. It’s persuasive. Think pathos, ethos and logos – emotion, authority and logic. When copy combines emotional appeal with logical benefits and social proof, it has a strong chance of success.
  5. What other traits are essential for good copy?