COPYWRITING STYLES

What kind of copywriting do you need? Formal, friendly, conservative, wacky, exclusive, narrative, basic? I've given you some samples below to help you decide. The copy needs to reflect your product or service,  and speak to your particular customer base. It’s all about communication.

The Brief: just tell me what you want and I'll apply my considerable copywriting skills to fulfilling your brief and attracting customers. After all, that's what we're here for.

Contact me at annie.darkhorse@virgin.net  now for a quote or a query. Remember: goods & services don't sell themselves. You and I working together will do that.

Copywriting example 1: Friendly
Waffle Blankets
There's something so comforting about waffle textured blankets, and these soft, 100% cotton ones are no exception. Sourced from the finest Indian fibre, our blankets are made in Yorkshire where they know a thing or two about weaving. The natural cotton yarn is durable, breathable and washable, but best of all, our blankets are warm, snuggly and soft, so tuck yourself up and sleep like a baby.

Note: The emphasis here is on relating to the customer. Friendly, vernacular copy that puts the customer at ease and encourages her to trust us.

Copywriting example 2: Exclusive
Chaise Longue
Acquire the classic elegance of 19thC France with our stunning chaise longue. Designed and crafted in Devon by a traditional cabinetmaker, this unique piece of furniture is hand-upholstered in cotton-rich jacquard fabric. The strong, jointed frame is luxuriously sprung and padded, whilst the turned-mahogany legs with their solid brass castors add that touch of true quality. A charming and unusual piece, our chaise longue will grace any room in your home.

Note: This approach is aimed at the well-to-do customer. We don't try to relate to her because she's altogether a cut above anyone to do with advertising. We underline the exclusiveness and quality of the product/service, because she's got money and she wants the best.

Copywriting example 3: Cheap & Cheerful
Eezyloo Brush
You'll be flushed with success using our top value Eezyloo brush! Already loaded with liquid cleaner, the Eezyloo does away with all those unsightly bottles of chemicals that lurk behind the loo. Just flush, scrub, and flush again. It's Eezy! And it's only £2.99!

Note: Obviously the opposite of the previous approach. This customer wants it cheap, and doesn't want to be blinded with words and details. Just tell him what it is, what it does, and what a bargain he’s getting.

Copywriting example 4: Practical
Bathsafe Rail
Be safe and secure using our non-slip grab rail. No more slipping and sliding as you get into or out of your bath: this strong, ribbed safety rail is right where you need it. Made of tough, wipe-clean, mould-resistant plastic, our Bathsafe rail includes fittings and is easy to fix.

Note: Safety is the issue here, so the copy makes simple statements in a brisk, workmanlike manner.

Copywriting example 5: Luxurious
Silk Evening-purse
Handmade by a skilled craftswoman, this exquisite purse is truly a work of art. Pure raw silk and rich velvet combine to give a feel of sheer luxury, set off by tiny seed pearls and hand-stitched embroidery. The quilted fabric contains lavender flowers to add a breath of delicate scent whenever you open the silver clasp. A treat for all your senses, our purse is tactile, perfumed and beautiful - just like the woman who holds it.

Note: Flattery will get you everywhere! This type of copy can afford a few extra adjectives because the emphasis is on luxury. No-one needs a silk evening purse, but your customer really wants one.

Copywriting example 6: Technical
WorldBeater Heart Rate Monitor
Our WorldBeater is as good as a personal coach, giving you all the info you need to achieve optimum fitness. This professional monitor has a chest-strap radio frequency transmitter and wrist receiver, and 5 main screens: time, chronograph, stopwatch, time in zone and memory. The graphical display gives you a visual picture of exercise intensity during a session, and there are max & min HR indicators plus an auto HR recovery timer. WorldBeater also has an interface for uploading files to your PC and comes with software to help you keep track of your progress. Essential for the serious fitness enthusiast, WorldBeater will take you all the way to your personal best.

Note: Technical information is what matters here. No frills, but plenty of emphasis on the macho stuff. You guessed it - this is one for the boys.

I've used products in the samples above, but if you're a business, craftsperson, therapist or clog salesman the same rules apply.