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The Iris Content Creators: Learn the Secret to Effective Copywriting from Aimee Faunillan- Abella

Here at Iris Content, we strongly believe we are more than just another copywriting agency. We are a well-balanced team of creators. Coming from different walks of life, our experiences set us apart as individuals, but we are brought together by an overarching passion for the written word. A passion for research and content writing, a desire to help our clients achieve their goals. Aiming for excellence, we are stronger together, as a content team. Starting this May, the month we mark a second-year anniversary for our agency, you will find out in this blogging section what our writers have been up to, what their take on the content world is. Because our content is not automatic and soulless, because our team members have their own voices and their own expertise that you can now benefit from directly.

Why Effective Copywriting is Not Always Sophisticated Writing


Writing styles are as varied as writer personalities. If you’re used to producing academic, eloquent prose, this can easily influence your copywriting work. But while there is nothing inherently wrong with sophisticated or formal writing, it can sometimes be tedious to read.

Let’s take a quick look at the sentences below as examples (from Imaginative Writing by Janet Burroway).

It is best to consider consequences before proceeding.

Look before you leap.

Clearly, there is nothing wrong with the first sentence, grammar-wise. And yet the italicized second sentence expresses the same thought more effectively while using considerably fewer words. Also, the tone of the second sentence is more straightforward and less formal.

In an age and time where written content is consumed in seconds and almost everyone can literally publish content, establishing writer-to-reader connection is crucial.

A writing style that’s too formal will not only possibly deter your readers; it may also sever any chance at a connection right from the very first sentence.


Purpose and Audience


Effective copywriting starts with singling out the purpose and intended audience of the content. As a copywriter, you churn out a piece to achieve various ends, whether it’s communicating a new idea, eliciting a specific emotion, or compelling the audience to take a certain action. Your writing style, therefore, should fit the purpose and the audience of the content.

Are you simply putting out new information? In this case, it may be appropriate to adopt an objective writing style. Are you creating a marketing copy or a sales page? A call-to-action at the end of each sales page is often indispensable.

The intended audience of your content, moreover, helps to determine your writing style. Academic writing is called-for if you’re presenting to a group of scholars. Literary writing is often replete with imagery, figures of speech, and sound devices. In copywriting, your style has to be engaging, conversational, all while relaying salient information. It should be tailored to meet client and target audience requirements.

Simply put, your content has to speak to your audience, and not speak away from them. 

Assuming a Voice/Persona

As a writer, you’re often not the one speaking through your work. There are exceptions, of course, as when you’re writing a personal essay. But in most kinds of writing, you will be speaking through a persona — a position or a character you assume prior to putting pen on paper. This persona influences the voice which you take on as you write.

Thus, if you’re copywriting for a law firm, you may want to adopt a credible yet conversational voice that engages your readers and compels them to check out the lawyers’ services. For a millennial fashion blog, a confident, upbeat writing voice is generally more appealing than a formal or serious writing tone.

The persona/voice that you take on will depend on the nature of the writing assignment, keeping in mind all crucial components such as the topic/subject matter, the client, and the reading audience.

Without a doubt, sophisticated writing is often a plus. But not all readers will easily gravitate towards a more cosmopolitan way of writing. At the end of day, it is far more important for you to have engaged with your reading public, thereby achieving your writing purpose, than to stick to a certain way of saying things, both offline and online.

Find out more about Aimee’s story on our writers’ blog

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