“Psycho Killer – qu’est-ce que c’est? Fa-fa-fa-fa-fa-fa-fa-fa-fa-fa.”
Oh, how I love this song. But the copywriter in me especially loves this part:
“You start a conversation you can’t even finish it
You’re talking a lot, but you’re not saying anything
When I have nothing to say, my lips are sealed
Say something once, why say it again?”
This one stanza contains a TREASURE TROVE of copywriting advice:
- When you start a piece of copy, know how you’re going to finish it. The best pieces end with a bang, not a whimper. Your writing will be so much stronger when you know where you’re going with it, so get clear on your ending BEFORE you get into the weeds of writing it.
- Beware of “talking a lot” without saying anything. If you’re asking people to take the time to read something, don’t waste their time with unnecessary fluff. Get to the point and give them something valuable right away!
- Got nothing to say? Keep your lips sealed. It’s better to publish fewer posts that are interesting and offer value than it is to carpet-bomb people with forgettable crap. All that does is train people to skip over your posts & emails.
- >> Finally, my favourite: Say something ONCE – with enough power and impact so you don’t have to say it again!
This is the Psycho-Killer rule of copywriting in a nutshell: the fewer the words you make people read to understand the import of your message, the better.
So when you edit your copy, ask yourself: “Does this part really matter? Is it REALLY adding something important? Am I repeating myself or saying the same thing in different ways?”
When you whittle your piece down to its strongest, most essential elements and get rid of everything else, your readers will thank you for it and be more likely to read your stuff!
(Betcha didn’t realize you could learn such helpful copywriting advice from a “Psycho-Killer,” did you? ;-D)
** image from Wikimedia Commons