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Effective Copywriting Tactics Guide

The document provides a checklist of tactics for effective copywriting. It is divided into two parts: conveying the message and motivating readers. Part 1 includes strategies like boosting clarity through active voice and providing concrete mental images using metaphors and tangible examples. Part 2 focuses on strategies for motivating readers, such as triggering positive emotions, deemphasizing persuasion, and agitating the problem to engage readers. It lists specific tactics under each strategy.

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Chella Perumal
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633 views2 pages

Effective Copywriting Tactics Guide

The document provides a checklist of tactics for effective copywriting. It is divided into two parts: conveying the message and motivating readers. Part 1 includes strategies like boosting clarity through active voice and providing concrete mental images using metaphors and tangible examples. Part 2 focuses on strategies for motivating readers, such as triggering positive emotions, deemphasizing persuasion, and agitating the problem to engage readers. It lists specific tactics under each strategy.

Uploaded by

Chella Perumal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Copywriting Checklist

Part 1: Conveying Your Message

Strategy: Boost the Clarity


Tactic 1: Choose Active Voice (Over Passive Voice)
Tactic 2: Describe Information Using Positive Frames
Tactic 3: Add Coherence Markers Throughout Your Copy
Tactic 4: Maximize the Diversity of Your Copy

Strategy: Provide a Concrete Mental Image


Tactic 5: Use Metaphors to Convey Intangible Concepts
Tactic 6: Transform Generic Claims into Concrete Numbers
Tactic 7: Convey Percentages in Terms of People
Tactic: 8 Depict Familiar or Emotion-Inducing Perspectives
Tactic 9: Emphasize Tangible Uses for Leftover Savings
Tactic 10: Transform Numeric Information into Semantic Visuals

Part 2: Motivating Your Readers


Strategy: Trigger a Positive Emotion
Tactic 11: Incorporate Your Reader’s Name
Tactic 12: Use 1st Person Plural Pronouns (e.g., we, us, our)

Strategy: Deemphasize Your Persuasion


Tactic 13: Emphasize Their Freedom to Choose
Tactic 14: Describe the Drawbacks of Your Request
Tactic 15: Mention the Competing Alternatives
Tactic 16: Prolong the Start of Your Pitch
Tactic 17: Use Indirect Claims to Extract Inferences

Strategy: Agitate the Problem


Tactic 18: Emphasize Their Disdain for the Problem
Tactic 19: Ask Rhetorical Questions to Engage Readers
Tactic 20: Use 2nd Person Plural Pronouns (e.g., you, your)
Tactic 21: Demonstrate an Impact on Other People
Tactic 22: Label Your Readers with a Noun
Tactic 23: Properly Frame a Length of Time
Tactic 24: Reference an Upcoming Point of Closure

Strategy: Provide the Proper Support


Tactic 25: Match Their Gain / Prevention Mindset
Tactic 26: Avoid Hedges, Disclaimers, and Tag Questions
Tactic 27: Include Words That Signal Justi[ication
Tactic 28: Position Strong Bene[its Toward the Beginning
Tactic 29: For Prevention Needs, Use Side-By-Side Comparisons
Tactic 30: For Immediate Decisions, Use “Prevention” and “How” Frames
Tactic 31: Reduce the Inherent Type of Risk

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