BRX Pro Tip: 3 Copywriting Tips
Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, you know this. I’ll share it with the world. Anytime I want any direction on writing good copy, my first stop is Lee Kantor. So I am very interested in your perspective on writing good copy.
Lee Kantor: [00:00:20] Yeah, as you know, I have a degree in advertising from the University of Florida. I went to school to be an advertising copywriter, and I have written copy in a variety of mediums since I was a teenager. So I studied this, I study this now. Currently, these things are what I believe to be true when it comes to writing effective persuasive copy for any media.
Lee Kantor: [00:00:44] Number one, write like you talk. I look at copywriting as a conversation between me and my prospect. I try and write like I would be talking to this person in person.
Lee Kantor: [00:00:55] Number two, kind of forget about good grammar. I’m not advocating for terribly wrong grammar, but I am advocating for grammar that sounds like you talk. So that means one-word sentences. Don’t be afraid of one-word paragraphs. Care more about the flow than perfect grammar.
Lee Kantor: [00:01:14] And number three, and I think this is the most important thing, is the philosophy of links on a chain. Your headline is the most important sentence, and its job is to get the reader to read the next sentence. And the job of the next sentence is to get the reader to read the next sentence, and so on and so on, until they’ve read the call to action. So everything is a link on the chain. Everything organically leads seamlessly and without friction to the next thing. So think about that when you’re writing. Every step has to lead elegantly to the next step.
Lee Kantor: [00:01:48] So those are my three tips about copywriting.
