When you think of creative copywriting, you might picture catchy slogans or fun word play.
But there’s more to it than just stringing words together. Creative copywriting blends the art of writing with the science of UX and persuasion.
To succeed (aka make sales) you’ll need two key types of creativity: problem-solving and word-smithery.
This quick read explores explains how to cultivate each of these so you can light up the internet with your irresistible offers.
Creative problem solving
Creative problem-solving in copywriting is all about figuring out the user journey and discovering what messages will resonate with your audience.
It’s about crafting the perfect message and delivering it in the right order.
User journey
This is crucial.
You need to know where someone is coming from, what they need, and how to guide them to take action.
For example, a potential customer might first encounter you on social media, visit your website, sign up for a freebie, get your newsletter and only THEN decide to make a purchase.
Your copy should be written with that context in mind to anticipate and address their needs at each step.
Curious to know more? Get the Ultimate UX Web Copy Guide to discover the 6-step system for achieving this.
User-driven messaging
Here’s where most people go wrong with creative copywriting.
They spend too much time trying to come up with clever-sounding messaging that’s all about them, their business, their offer.
Finding the right message means knowing what will convince your audience.
This involves research, empathy, and a deep understanding of your user as well as your product or service.
Your message needs to be clear, compelling, but most importantly tailored to your audience.
Can you make it shorter?
In the online world, less is more. Effective copy delivers its message succinctly.
Every word counts and the goal is to communicate the value proposition quickly and clearly. This often takes more creativity than coming up with fun analogies and stories.
Ways to be more creative in problem solving
- Know your audience: Use surveys, feedback, and research to get to know your audience.
- Test and iterate: Poll your audience, run small tests and keep an eye on metrics to see what works best and refine your user journey and messaging accordingly.
Creativity in writing & word choice
This type of creativity involves choosing the right words and crafting them into engaging memorable content.
It’s hard to stand out from the online crowd without a distinctive voice.
While writing like you speak is a good start, there are several writing techniques you can use to charm your readers.
Creative copywriting techniques
Vivid imagery
Paint a picture with words to make the message more engaging and memorable.
To do this, you simply need to use sensory details (sight, sound, touch, taste, smell) to create a more immersive experience for the reader.
Example: Instead of saying, “Our woollen jumpers are comfortable and warm,” say, “It’s like a gentle hug from a baby lamb on a chilly day.“
Employ metaphors and similes
Comparisons are the best way to make complex ideas easier to understand and more relatable.
The trick is to choose surprising metaphors and similes that delight your readers.
Example: “Our family lawyers are as smart as Einstein and likeable as Hugh Jackman.”
Play with words
Experiment with puns, alliteration, and rhymes to add a playful touch to your writing. Keep it light and relevant to the context. Overuse can make the writing feel forced and hard to read.
Example: “Bite into bliss” – for a vegan treats website. “Learn to crochet by hook or by crook” – for a crochet course.
Parallelism
Using parallel structure in a sentence or string of sentences creates rhythm and improves readability.
Use parallelism to emphasise key points.
Example: “I came. I saw. I cleaned.” – for a home cleaning service.
Analogy
Explain a concept by comparing it to something more familiar, making complex ideas easier to grasp.
With analogies the trick is to be clear and make sure it’s directly related to the concept you are explaining.
Example: “Trying to write copy without UX is like navigating a new city without Google maps.“
Personification
I love this one. It’s easy to do and makes your writing immediately more loveable. There, I just gave you a clue…
Personification is attributing human characteristics to non-human objects or concepts to create a more engaging narrative.
Example: “Our software will take your hand to guide you every step of the way, even if you’re a total novice.“
Pattern interrupt
Want to stand out from the same-same content that pops up like digital toadstools? Break the reader’s expectations to grab their attention.
Here’s how…
Use a cliche or familiar phrase and then add a twist to the ending.
Example: “It’s better to be safe than snogging.” – Health warning.
(Also, enquiring minds needs to know – do people still say “snogging”?)
Ways to Be More Creative in Writing
- Read widely: And not just competitor websites, reading novels, poetry, and even Reddit threads can inspire your own creativity.
- Practice on the go: Look at street signs, labels on bottles, pamphlets – what would you change to make it more engaging?
Follow a system for creative copywriting
Combining these two types of creative copywriting, you too can craft eyeball-grabbing messages that generate superfans and buyers.
Whether you’re working on an ad campaign, website or blog post, these techniques can help you be more creative and effective in your writing.
But which should you start with?
That one’s easy. Always start with the problem-solving.
Too often people skip the structure, order and messaging part and head straight to the “fun stuff”.
But this is how you’ll write yourself into a mess with no clear hierarchy, logic or clear call to action.
For a more detailed, step-by-step guide, make sure you check out The Ultimate UX Web Copy Guide.
