We have become frequent with local useful materials and news and have not broadcast about more fundamental things for a long time. For example, about copywriting.
At least about our favorite benefits and USP, remember the harsh minutes of school lessons in the Russian language and, of course, dilute everything with examples, examples and more examples.
Method number 1. Write briefly and informatively
Let’s start with the most generalized and at the same time check if you can tolerate this banality. Almost everyone already knows about the infostyle, but we just can’t help but remind you of its importance.
“Write, shorten” by Maxim Ilyakhov is the first thing worth reading in order to write a good and strong text.
It says a lot and in detail about the art of editing and brevity.
The main thing is to use it without fanaticism.
Just about this – in the next paragraph.
Method number 2. Make the text emotional
Often, infostyle fans take Glavred too literally and completely deprive the text of emotions. The service even has a special term for such cases – “Amplifier”:
Please note: the advice for improvement sounds exactly in the form of a recommendation and begins with the words “most likely”.
The amplifier is very cool, you just need to use it correctly and appropriately. It is these seemingly useless words that set the emotional tone of the text.
For example, the word “completely” is a continuation of the emotion inherent in the hidden (okay, not very hidden) banter of categorical fans of the Glavred service.
Even in the first paragraph there is a hint (“The main thing is without fanaticism”), then – the development of the topic (“fans of the infostyle take it too literally”). If you deprive the second predicate in the amplifier sentence “completely”, it will end dry and will not withstand the given tone:
Often, infostyle fans take Glavred too literally and deprive the text of emotions.
One gets the feeling that the author is simply narrating, which is why the word “fans” partially loses its meaning (by the way, it is also an amplifier).
Method number 3. Use strong punctuation marks
Here we will just sit down on the first desk directly opposite Alla Makarovna and have a heart-to-heart talk about punctuation.
The author of this article has two favorite punctuation marks at once: the colon and the dash. The most attentive of you may already have noticed this. SEO copywriters will argue here: they love the point. And rightly so! But a period is a sign that ends a sentence. More often than not, it simply allows you to get rid of long sentences in the style of Leo Nikolayevich Tolstoy and finish a phrase in time without overloading the reader.
Another problem with the dot: it has become pop. It sounds frivolous, but all these headlines of one or two words with a dot at the end are very annoying and resemble very serious guys from VK dialogues.
A dash is another matter.
Dash is a sign that can be used endlessly. It is the best shortener of any text. The dash makes any phrase more impetuous, gives it aggression and makes it unnecessary to use useless verbs.
“The dash is another matter. Dash is a sign that can be used indefinitely “
Replace the dash with verbs:
“The situation is different with the dash. The dash is a sign that can be used indefinitely. “
The text is 15 characters longer and much weaker. And the word “is” is better to forget altogether (but if you are writing a diploma at a university – do not forget!).
The colon is also a powerful sign. In some cases, it can be used in place of a dash. For example, here we remove the conjunction “after all”:
If you replace the colon with a dash, nothing will change:
SEO copywriters will argue here – they love the point.
But the main purpose of the colon is the main purpose of the colon – to indicate that there will be a consequence or enumeration next. It sort of divides the sentence and prepares the reader for this consequence:
SEO copywriters will argue here: they love the point
This is why a colon is better suited here than a dash. At the beginning of a sentence, “admirers” are the subject. Predictable – “argue”. This is the main part of a complex sentence. The clause “they love the dot” is a consequence of the main part – a consequence of the main part. And as a connecting causal union is the word “after all”, which we successfully replace with a colon.
Okay, enough about punctuation. Moving on!
Method 4. Catchy headline? Explanatory subtitle!
If you have made a headline based on a formula with benefits, USP and other goodies, you can skip this point. But it is not at all a fact that such a format will interest the reader.
Therefore, a catchy headline sometimes works better.
But only the main thing – do not forget about identification. And the subtitle is already responsible for this. In this regard, journalists and authors of publicistic materials work superbly.
A good example is the news preview cover on the popular Meduza portal:
The author goes the opposite way: in marketing, you often see the specifics and essence in the title, and already in the text – an explanation.
Here, in the title, there is a brief announcement of the most important parts of the article, and its very essence is just in the subheading.
From commercial projects: as always, S7 Airlines is on top. A great example of a cool and concise catchy headline in conjunction with an explanatory subtitle:
Another cool feature of S7 titles is that they all start with a verb in the infinitive. Yes, it is not “you-oriented”. But it is precisely due to such unified concepts that recognition is formed. From here we smoothly move on to the last point.
Method number 5. Always write within your concept and in a consistent style
It is very important from the point of view of branding. It doesn’t matter if you are doing landing page copy, Instagram post, or blog post. Your texts should always have the same recognizable concept.
Of course, any text should be useful. But there are a lot of useful texts. In a highly competitive environment, it is the style and concept that grabs your readers.
An excellent example is the blog of Tinkoff Bank (T — Zh). Almost all blog materials adhere to a familiar style (not only texts and headings, but also covers, illustrations and even links to social networks):
The main thing is that this style of writing fits into the concept of the Tinkoff brand.
The bank initially positions itself as “the first and only fully online bank in Russia”.
Young and progressive residents of megalopolises (i.e. the target audience of the brand’s products) are well served by such content.
In total, the dash is used 28 times in this article. For fun: try replacing it with “is”.