What Makes Great Copy?

By Joe Cupani

When it comes to copywriting, everybody is an expert. Think about it. From an early age, we are all taught to use a pen and write words. Everything we do and communicate uses words i.e. essays, tests, term papers, etc. So everyone by nature is somewhat of a copywriter.

Not so with its counterpart, art director- not everybody can draw. Very few can design, but writing, hey, we all know how to use a pen. Herein lies the problem. With so many critics, it's no wonder final copy is difficult to get a buy off on look.

Great copy means different things to different people. All I can tell you is what I was taught, what great copy is and isn't. Here goes:

Great copy is conversational. It is not a product sell sheet. Copy is the voice of your brand. It takes the place of sending salesmen out to talk to your customer. So it better be likeable and convincing. It should sound like te brand is across the table speaking to your customer.

Great copy is not grammatically correct. It's not perfect, just like people aren't perfect. It's okay to use ain't or gonna or any other taboo words your English teacher slapped you on the wrist when you used them. If a word suits the message you are trying to convey, use it. Remember you are using words on paper to replace a real live salesman to pitch your brand or product.

Great copy is full of emotion. Just like a real salesman would be. Makes you want to hear more with every sentence. It helps to talk your copy to a person, like a salesman would before your finalize it.

Great copy is clear, not vague or ambiguous. "I get what you came to tell me."

Great copy is convincing. It makes the consumer anxious to buy your product. They "just have to have it now." An example of what I consider great copy is the J.Peterman catalog. Take a look at it. This is what I learned in 30 years in the ad business - not everyone will agree with it, but it makes sense to me. Hopefully it will to you too.

Here's a checklist to keep in your pocket for your next copy review:

• Does it sound like conversation?
• Is it human speak? Flawed, just like people are. Is it emotional?
• Does it make you want to read more, after every sentence?
• Is it crystal clear? Do you get the message, loud and clear?
• Is it convincing? Do you "have to have it now!" after you read the copy?

The next time a client or your boss whips out a pen to correct your copy, you can say, "Hold it, not so fast! The 'list' is mightier than the pen!"

About the Author
Joseph Cupani is vice chairman and chief creative officer of Unit7, an Omnicom Group Inc. agency in New York.