Introduction to Creative Copywriting for Beginners
Discovering the secret to creative copywriting sounds enticing right?
Even as a beginner, if you tinker around long enough with your website’s copy you might get lucky. You get more sales, more email subscribers and more revenue.
However, there’s a massive difference between good copywriting and great copywriting. And in this article, you’ll learn how to create compelling marketing copy, website copy and content marketing.
So what is creative copywriting and is copywriting really that powerful?
Well, I don’t know about you, but more than once I’ve clicked on a headline that’s silver-lined with mystery and intrigue.
Before I know it, I’m “rewarded” with a video of two Philomena midgets, waste-high in KY jelly, pleasuring a donkey with an oversized vegetable.
And while I’m rooting for the donkey (and perhaps watching on with a morbid curiosity), I wonder why I ever fell afoul of yet another “clickbait” title.
And the truth is this: clever use of language and a peppering of psychology.
Throughout history, we’ve used words to inspire, empower or elevate our self-esteem. Yet the power of language can also be twisted to oppress minorities, incite rage or attempt to crush mankind’s hopes and dreams.
In business, few of us comprehend how effective creative copywriting can be for building traction online.
A good headline, product description or eyeball clutching advertisement appeals to our emotions. They add a hint of mystery and perhaps offer actionable advice.“More than 2 million blog posts, 294 billion emails, and 864 thousand hours of video are created daily.”
You’re probably reading this article because you can’t afford to hire a copywriter. Maybe you’ve got a diamond in the rough and you don’t know where to start.
Perhaps you need a little inspiration to give you a gentle nudge in the right direction.
But, be warned, more than 2 million blog posts, 294 billion emails, and 864 thousand hours of video are created daily.
Therefore, to believe “it will sell itself” or “build it and they will buy” is naive nonsense.
Instead, you should look to creative copywriting to attract visitors to your website.
This might seem a little obvious.
But, I’ve had clients who acted like ambushed, panicked soldiers when I challenged them about creative copywriting.
They dug in, refused to change anything and gave me a long list of reasons why.
However, the real motivation for their actions was always clear to me. It wasn’t that they are control freaks or that they’re a special breed of stupid; they’re too afraid to succeed.
It’s staggering how many people have the courage to turn up to start their own business but are too scared to make it work.
But, we’re not like the other and we both march fearlessly to the pounding rhythm of some drum they’ll never hear.
We have a devout belief in acting on informed decisions.
And the following statistics will really help you and your business to succeed:
According to research conducted by Convinceandconvert.com, 33% of email recipients open an email based on the subject alone.
Yet Chadwick Martin Bailey’s research found that 64% of people who open an email, do so because of the subject line.
Wow… That’s monumental. But, there’s more:
- 44% of email recipients make a minimum of one purchase based on a promotion email every year
- Email subject lines with fewer than 10 characters have an average open rate of 58%
- B2B companies experienced higher open rates of promotional emails when their subject line contains the words “money”, “profit” or “revenue”
- Personalised subject lines sent to your target audience are 22.2% more likely to be opened
Additionally, boffins found that blog titles also have an impact on the performance of content:
- 80% of readers never read beyond the headline
- Website traffic can vary by as much as 500% based on the headline
- Blog headlines with numerical numbers attract 25% more readers than regular titles
- Odd numbered titles perform 20% better than even numbered titles
- Titles with the word “photo” are among the most linked to content online
- Titles with the word “photograph” are among the least linked to content online
- 14.64% of blog content is retweeted on Twitter, but is never clicked on
- 16.12% of blog posts had more retweets on Twitter than clicks
Always remember that good copywriters view emails and blog posts as an important way to nurture people through their sales funnel.
This also includes educational articles and video content, both of which must have excellent copywriting.
So, now that you know that words are powerful, let’s dive into creative copywriting for beginners.
What is Creative Copywriting?
Creative copywriting is a specific type of creative writing, or creative advertising, that help to promote a product in an engaging way.
The creative aspect of creative copywriting might call into question whether it’s truly “copy”.
When you want to approach creative copywriting your next marketing campaign, there are a few things to take into account.
The creative process always starts with understanding the product or service you’re trying to promote, and what makes it unique.
After that, creative copywriting is about understanding your customers in a deep and meaningful way.
You’ll find that this connection will help you to find the right voice and tone for your campaign, as well as targeting.
Copywriting is the process of writing advertising copy for use in marketing or business communications.
It involves creating persuasive text that aims to increase awareness of a product, service or idea.
While creative copywriting and copywriting may sound similar, there is a big distinction between the two.
Creative copy is not necessarily about writing ad copy that sells a product, but rather a creative, long-form piece of content that connects with your website visitors, newsletter audience or social media audience and gets people talking and sharing your content.
That said, copywriting is all about persuasion, and a great creative copywriter should be able to well versed in writing ad copy that sells.
Great Copywriting Helps Your Business to Stand Out
In the world of online marketing, great copywriting is essential for standing out from the crowd.
With so much competition, it’s more important than ever to have engaging and compelling content on your website and social media pages.
Creative copywriters can help you do just that, by crafting content that is both captivating and informative.
The process of creative copywriting involves creative writing that is intended for marketing.
It’s not necessarily the same as an advertising creative, but creative copywriters are good at using persuasive messages to capture an audience’s attention and make them buy what you’re selling.
If you need creative ways to promote your product or service consider hiring a creative copywriter who will craft content that targets specific audiences through effective messages.
Good Copywriting Invokes Emotion
Like it or not, people connect to language through their emotions.
Studies have shown that content eliciting positive or negative emotions is more likely to be shared on social media than content that doesn’t.
In short, your choice of language in your website copy and marketing copy is key to evoking a subconscious “high arousal”.
Here are a few words that you may use: “Instantly”, “Mistakes” and“Hilarious”.
Creative Copywriting for Beginners: Triggering Curiousity
Curiosity makes for an easy day at the office for any creative copywriter.
Research published by Harvard Business Review identified curiosity to be one of the primary triggers in viral content.
Where to Use Words to Create Curiosity:
- Product Names
- Landing Pages
- Email Subject Lines
- Your Business/Domain Name
- Calls to Action
- In Content
Creative Copywriting for Beginners: How to Use Negative Words
With creative copywriting, you sometimes have to shine a light on your visitor’s problems and emphasise their emotional agony.
This may appear morbid, but a linguistic bloodbath is perfect for emphasising a problem or area of discomfort.
This means that it’s a lot more effective when you sell the reader the solution to the problem.
It may sound a touch dramatic, but this is a common practice in creative copywriting and copywriting.
When your product or service, with all its positive connotations, juxtaposes negative words designed to provoke fear and misery, the result is gold.
Your product or service will appear to be more powerful or revolutionary.
Here’s an example:
WARNING: Do you worry that your business is vulnerable and on the brink of financial Armageddon? If times are tough and you worry that your business may go under at any moment, then this message is for you. We are creative copywriters and web designers in Glasgow that guarantee to make you more money with one of our new, highly profitable landing pages. We’ll even throw in one of our ironclad popups for FREE.”
If you analyse the above paragraph, you’ll notice that I included negative, fear-mongering words that evoke or play on the reader’s emotions: “vulnerable”, “worry”, “brink of financial Armageddon”, “may go under at any moment”.
However, the words “guarantee”; “more money”; “new”; “revolutionary”; “highly profitable”; “ironclad”; “free” all oppose the oppressive words and phrases that preceded them.
If you use creative copywriting to draw attention to a problem or if you tap into depressive emotions, then always make sure that you tender a benefit or a solution.
If you don’t, you’re going to torture your visitors and pummel them into believing that you’re as much of the problem as everything else is.
So now that you know that negative words are powerful for creative copywriting, here’s a list that you can use to get more leads or sales:
- Wreaking Havoc
Creative Copywriting for Beginners Using Mystery Words
Why are mystery words powerful?
Because they evoke intrigue.
They make the reader want to find out secret information that nobody else knows.
Psychologists attribute this curiosity to how we interact and use Facebook and other social media platforms.
Our primal instincts and desire to hunt are engaged by our continual search for new or important information that will benefit us and our tribe of friends.
Ipsos conducted a study on our use of Facebook.
They found that 61% of users share interesting things, 43% share important things, while 10% of us show we’re ‘in the know’.
Therefore, use mystery words or phrases in your creative copywriting to make your branded content or landing pages interesting and important without ever attempting to elevate someone’s position.
Sounds easy for creative copywriting beginners, right?
Here are a few examples to kick-start your exploration of imaginative and creative copywriting:
- Bootleg copy of behind-the-scenes footage from Transformers is smuggled out of China. Watch it before it’s banned.
- Controversial UFO Footage Withheld by Authorities to Cover-Up Forbidden Inca Knowledge
- Get Access to Classified Landing Page Trade Secrets Off-Limits to The Public
- Get Concealed and Controversial Marketing Techniques
The above examples use language to hint at danger and excitement, without being viewed as an external threat.
However, a much simpler way to view mystery in copywriting is to entice prospects to do what you want them to do.
Here’s a list of mystery words for beginners to use in creative copywriting:
- Behind the Scenes
- Black Market
- Unheard of
- Trade Secret
- Private Secrets
Creative Copywriting for Beginners Using Trust Words
Never underestimate the power of trust in creative copywriting.
High converting landing pages rake in fistfuls after fistfuls of cash by getting their traffic to trust their brand.
This is because if we trust someone then we’re more likely to believe what it is that they’re telling us.
BONUS: Creative copywriting is powerful, but when you combine it with a picture of you smiling, then people will trust you even more.
From a psychological standpoint, this is because we like images of real people who smile and we instinctively trust people who we like.
Here are a few examples for creative copywriting beginners:
- 100% Moneyback Guaranteed
- Endorsed by George Lucas as the Official Star Wars Blog
- Tested and verified by accredited physicians
Whole. use the title “Grow Your Shopify Fashion Business” along with the subheading “With our Shopify marketing experts”.
In some circumstances, company logos are just as effective as establishing trust with your visitors.
Here’s a list of powerful words for creative copywriting beginners that invoke trust to get more leads or sales:
- Well Respected
- Fully Refundable
- Cancel Anytime
- Well Respected
- Fully Refundable
- Track Record
- No Obligation
- Try before You Buy
- No Questions Asked
- No Risk
- No Strings Attached
How to Write Perfect Copy Using Greedy Words
Greed is a nagging and exhausting emotion.
We need, want and desire so much in life, with little of what we absorb bringing joy or satisfaction.
Yet greed is the motivation behind most of the things that we do.
Here’s a perfect example of what I mean:
Facebook was launched on February 4th, 2004 by Mark Zuckerberg and his roommates… well, let’s say it went well for them.
Zuckerberg believes that the main reason for the social media platform’s success is our lust.
So how does all this swing back to how words can be used to appeal to society’s greedy desires?
The brand Riseproco use the title “Get More Followers, Traffic & Ecommerce Sales From Instagram” and the subheading “Sign up to get access to the Best Brands Cheat Sheet. Learn the top 40 strategies the best brands on Instagram use to grow”.
While copywriting that taps into our greedy desires may feel a little lowbrow for your brand or your website, ask yourself: “what am I greedy about and why does my greed motivate me to act?”.
The easy answer is that regardless of everything that we have in life, we want more because we believe it will make us happy.
Therefore, the morality of using words that appeal to greed is unimportant. What matters is that what you’re offering is not misleading and that you’re giving people what they feel will make them happy.
The kick-ass Greek philosopher Plato once said: “Human behaviour flows from three main sources: desire, emotion and knowledge”. Therefore, if you can use your creative copywriting to tap into desire, emotion and knowledge, then your conversion rates will improve dramatically.
Make no mistake, greedy words are powerful and here’s a list for creative copywriting beginners to bait their visitors into converting:
- Extra Feast
- Marked down
- Nest egg
- Pay zero
- Price Break
Creative Copywriting for Beginners Using Aggressive Words
Abusive or aggressive words are powerful. They’re ideal for fanning the flames to motivate people to do what you need them to do.
Here are a couple of examples:
- Are you sick and tired of being a snivelling, money-grabbing Nazi?
- Underhanded, crooked politicians; smug, sneaky and altogether evil. Stop their revolting lies! Stop them before they force you to be bankrupt! They’ll maul your business, pound your profits and beat you till you give up. Revolt! Turn around your life! Read our ebook. Read it now before they ban it!
The above examples might give you the mental image of Alex Jones and Neil Patel’s bastard lovechild; a red-eyed mutant too crazy to live and too rare to die.
But if you stand idle, use vanilla flavoured language in your creative copywriting or ride in the slipstream of others, you’ll keep spinning your wheels and go nowhere.
You’ve got to stand out through your choice of words and language on your landing pages and web pages to make you different.
So here is a list of aggressive words to help creative copywriting beginners to get higher conversion rates:
- Beat down
- Know it all
- No Good
- Sick and Tired
- Stuck up
Creative Copywriting for Beginners: Using Sexy Words
My wife often censors my writing.
She’s like a hysterical team of lawyers tripping balls on acid. Not a nice trip filled with beautiful rainbows and spiritual awakening.
No, a real bad trip with each man fearing for their lives as their drug-induced hallucinations slowly twist their office into a screaming tornado of banshees and baby-kissing politicians chanting “death to the liberals, death to freedom”.
In short, she keeps me semi-professional and makes sure I don’t cross the edge of decency.
Okay, I admit that I can be a bit hyperbolic and creative at times.
But this isn’t to say that lust or a little hint of sexuality cannot or should not be used on your landing page or in your written copy.
Sexy words are powerful and they can be a wonderful way to appeal to your visitor’s desires.
Here are a few examples of how creative copywriting beginners can use sexy words to improve conversion rates:
- Do you have the naughty urge to whip your conversion rates into shape?
- BBW: Big Beautiful Website – Tantalising one prospect at a time
- Thrilling! Scandalous! Naughty! The Alpha Chimp Live and Uncensored
Here’s how to use sexy words to get your visitors to convert to paying customers:
Attention-Grabbing Creative Copywriting for Beginners
Drink twenty gallons of RedBull, play a round of shotgun golf with Iggy Pop and wash it all down with an illegal high of caffeine pills and an espresso from Hell.
Buzz faster than the speed of light.
Let your mind cross dimensions, a trillion of your thoughts and feelings processed in a microsecond as you enter a state of hyper hypnosis.
Even then you’ll still struggle to think of anything more attention-grabbing than some of the words to follow.
But, I have to warn you: the Achilles Heel of heart-pumping titles and energised phrases is that too much exaggeration will have a negative effect on conversion rates.
If you’re over the top in how “jaw-dropping”, “spectacular” or “wondrous” your product or service is, then you’ll saturate the effectiveness of what you’re offering and force visitors to question your authenticity.
A copywriting secret technique that we pros use is when you write landing page copy, newsletter copy, marketing copy or whatever you’re working on, be sure to read it aloud.
Pretend that you’re an overly suspicious member of the public who’s gunning for a reason to critique everything you’ve written.
Here are a few examples of how to use attention-grabbing copywriting:
- Prepare For A Mind-Blowing Miracle of Staggering Proportions! (Yeah, right…)
- Super-Human Conversion Rates For A Jaw-Dropping Boost In Revenue (Prove it or I’m walking!)
- Cheer Blissfully; GoGoChimp Triumphs Over Moz With A Legendary Victory (Why should I cheer? What’s so “Legendary” and why should I care?)
The easiest way to counterpunch any problems that visitors may have with your attention-grabbing headline is to use a sub-heading.
This is a sure-fire way of making certain that your copy remains strong.
Here’s a list of attention-grabbing words for creative copywriting for beginners:
List of Inspirational Words & Marketing Phrases That Sell
If you’re looking for a final blast of inspiration, then read on.
1500+ buzzwords and phrases that are guaranteed to sell whatever you want to whoever you want – perfect for anyone needing help with creative copywriting for beginners:
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- It’s Something that Truly Works
- Your Day Job is Tougher than Ripping Thousands of Bucks from ClickBank Every Week
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Creative Copywriting for Beginners: Another Word For…
All the lists in this article are designed to give you inspiration and to help improve your use of language.
But beware of the connotations of words.
When it comes to creative copywriting make sure to use words in the correct context and don’t sound like you just chewed on a thesaurus!
Another word for powerful:
Another word for increase:
Another word for increase:
Another word for instantly:
Another word for happy:
Another word for need:
Another word for expensive:
Another word for funny:
Another word for big:
Another word for memorable:
Another word for surprising:
Another word for sex:
Another word for simple:
Another word for beauty:
Another word for excitement:
Another word for impatient:
Another word for greedy:
Another word for sad:
Another word for believe:
- Bona fide
Another word for hidden:
Another word for silly:
- Faux Pas
- Cringe Worthy
Another word for warning:
Another word for nice:
Another word for offer:
Another word for sell:
Let ‘er Rip Tater Chip
So there we have it.
Creative Copywriting for Beginners.
Everything you need to get started on your journey towards writing great copy that gets you more sales and leads for your business.
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