If you don’t use direct language in copywriting then read this blog.
I get it.
You think using forceful words and sales-y things will make your dream clients run a mile.
Look, it’s true because gone are the days of screaming BUY THIS THING NOW marketing.
If it was ever a thing?
I do wonder if that type of advertising ever worked. And if those added set of steak knives sold more of whatever they were selling in the first place.
But back to forceful words. And using direct language in your copywriting.
Firstly what I want to talk about is using bold language in copy
Ok then, what the heck is it?
Well, it’s spoken or written language, which communicates something in a clear, concise and straightforward way.
That was a mouthful.
Which means if you think using direct language in copy and being bold is forceful, then don’t because it’s not at all.
I love copywriting and the use of words to influence. It kinda floats my boat. And it floats it a lot.
But here’s one thing copywriting isn’t.
It’s not waffling to get to the point. Or, not being straight.
Look, do you want to keep reading a bunch of words with no meaning to make your way through a piece of copy?
Nope? Thought so. And guess what? No one else does either.
So how do you use bold language in copywriting?
Firstly, let’s speak about what’s holding your bold language back?
I want to talk bravery
Yep. I said it.
Are you brave with your words? If not, you’re not alone.
Because by weakening your point you’re allowing yourself to hide from criticism
And let’s face it.
Even without you knowing it your brain’s trying to protect you.
Thank you, brain.
Which means a protective mechanism is hiding you away from criticism.
Why?
Because your brain senses the same fear of criticism as the fear of if a lion were chasing you.
Now, when criticised you’ll curl up in a ball run away and hide for a few days.
Sound familiar?
Netflixing your life away to forget one nasty (probably not even) thing someone said to you.
Right-o then.
Are you ready to be brave?
Awesome. Step up and don’t weaken your point.
Before I get to my point (about how not to weaken yours in your copy)
I want to tell you something.
I used to hide behind weakening modifiers (grammar word) myself.
And you guessed it. It was because I was afraid of someone not agreeing with me. Or saying something wrong.
So I’d use fluffy words to not sound so direct.
Did I know I was afraid of this?
Nope.
Before I realised this, I wouldn’t have ever written a blog like this one.
Imagine I didn’t write this blog? You wouldn’t be learning how not using bold language is wrong copywriting.
Disaster because you and the world need this blog.
Anyhoo.
Instead of writing, I’d beat myself up for not writing it.
Because I’m a copywriter, right?
Exactly.
Also if you’re curious, this type of thinking is what drives you into imposter syndrome.
And well, you know what happens next. And how imposter syndrome is the worst.
Right, so let’s talk using direct language in copywriting
Look at the following 2 sentences.
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The first sentence is indirect.
The second is direct and to the point.
Can you see how it’s shorter too?
Not only are you making your point and using straightforward language, but you’re also cutting out the crap.
Otherwise known as useless words.
No offence useless words, but in copywriting land we don’t need you.
Here’s another way to it
Remove the modal verbs of possibility.
Eeek. A grammar thing.
Stay with me.
Remember how you want to write direct and bold?
Great. So remove any words that create a possibility in your readers head.
Such words as,
- Might
- Would
- Could
- May
These words create a possibility and not a certainty because it gives your reader an option.
So remove these words and use more assertive language so you create certainty.
And that’s what using direct language in copywriting is all about.
Want something better?
It also shows off your certainty in your product or service.
“You’d benefit from this offer.”
Nope
“You’ll love this offer.”
And why?
Because you created it, so it’s incredible.
Therefore stand by your awesomeness by using bold and direct language
It’s a clear and simple difference of one word.
Now, here’s another way to use direct language in copywriting
Now you know copywriting is persuasive writing. Here’s something it’s not.
It’s not fluffy. So let’s get back to those unnecessary words.
Yeah, there are more.
Copywriting is direct and to the point. (I mean, that’s what this blog is about)
So then, know what adverbs are?
Specifically, qualifiers? If not, they enhance or limit the meaning of what you’re saying.
Yet, most of them are worthless in copy.
Which means overusing them creates extra words and non-direct language.
Here’s an example.
Try this because it’s really good.
Can you see the unnecessary word here?
You guessed it. It’s really.
“Try this because it’s good.”
That’s a bold, direct and to the point sentence.
Want another useless word?
Very. The word very creates vagueness to your writing too.
Look at these two sentences.
“It’s very bad”
Is it?
Or is it bad?
Yep. It’s bad. Bravely said.
Guess why else the word very sucks?
Because using very to qualify a word creates 2 words.
So let’s look at the below and see if you can find an alternative.
Hoorah. It’s word swap time.
You can always swap something for a better and more powerful word.
- It’s very hot
- It’s very good
- It’s very interesting
Or
- It’s blistering
- It’s extraordinary
- It’s fascinating
Yes. Bold, direct and powerful words here.
Say no to fluff.
In summary,
Not using direct language means you’re not being courageous.
But you’re brave. I know you are. So no more hiding behind your copy.
Be fearless, strong, bold and get the point across.
Stand by your message because you created it and you believe it.
Using direct language isn’t being sales-y or pushy. It’s owning your words and telling your reader straight.
No fluffy unnecessary words needed. Leave that to the creative writers and poets.
Not your copy. You’re writing to sell your thing.
Therefore, be bold and get it sold.
(Speaking of poets)
Over to you
Are you bold with your copy?
I want to hear all about it here.
And, if you’re not yet courageous with your words, guess what?
Yep. I can help you.
But in the meantime, want to learn how to cut the crap from your copy?
Download my free guide now.
*Disclaimer – No English words had their feelings hurt in the creation of this blog.
