Let’s take a look back at the introduction text you read in the last section.

With your very own eyes, you’ve just read a cunningly-crafted piece of introductory copy, designed to reel you in and keep you hooked.

How did it make you feel? 

How is it different stylistically to other pieces of content you’ve read?

You might have noticed that you’re far more engaged than you would usually be when reading content. Especially an introduction to an educational course. That’s because we’ve used some basic, but highly effective copywriting techniques...did you spot them?

Don’t worry if the below terms are unfamiliar right now, we’re going to be covering them in-depth as the course continues.

1.We used metaphors to evoke an image of comparison that has a powerful effect on the reader. A metaphor is a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable. 

Intro copy example:  

And that prize was a beautifully-wrapped box full of job satisfaction, flexible-living and a carload of cash.

2.We used similes to compare different things to emphasise descriptions. Similes are a figure of speech involving the comparison of one thing with another thing of a different kind, used to make a description more emphatic or vivid. A simile usually uses the words 'like' or 'as' to compare two (or more) things.

Intro copy example: 

How could I fine-tune these copywriting skills? You know: sharpen them like Valyrian steel.

3.We used power words to trigger an emotional response. There are some words that are simply magnetic and hard-wired to get a specific response from our brains...and copywriters can use them to their advantage.

Intro copy example: 

I absorbed the wisdom of copywriting legends like David Ogilvy.

4.We used ‘the power of YOU’ to talk directly to the reader. Using ‘you’ adopts a friendly, second-person style that engages and ‘speaks’ to your reader. Content is far more readable if the writing style is written in a conversational style.

Intro copy example: 

Almost 10 years ago I was in a similar boat to you.

5.We asked questions throughout the copy. Similar to the ‘power of you’, asking questions creates the illusion of conversation and will keep readers engaged. 

Intro copy example: 

How could I keep my copywriting know-how in tune with the rapidly evolving digital world? And properly digest that multi-layered onion we call content marketing? 

This very first section of the Academy has taken you through 5 examples of powerful copywriting techniques that you can start applying right away.

Metaphors. Similes. Power words. The power of ‘YOU’. Questions. 

Now, whenever you read a blog post, watch an advert, open an email, they will be leaping off the page (or TV) at you and you'll simply nod with a knowing smile.

These 5 techniques are copywriting fundamentals, and for now, we’ve only skimmed the surface. Don’t worry if you don’t feel confident with these techniques yet, as we’ll be delving into them in much more detail as your time at the academy progresses.

But before we do, let’s get back to basics...

COPYWRITING TASK

Now I want you to put this into practice (your very first copywriting task, woohoo!). Tell me the story of the last thing you bought and why you think it would benefit me. Come on, sell it to me. Bring the product to life.

Include:

• A 70(ish) word intro with a metaphor thrown in
• 100(ish) words main body telling me about the thing you bought and why it was so great. Use a simile to strengthen what you're saying. Use a power word. And ask a question.
• Conclusion (30)ish words including the Power of You.

How was that?

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