Frameworks. Formulas. Methods. Tactics.
There’s so much copywriting advice out there, it can be hard to keep up.
Sure, a lot of it is great, but how do you act on all that good advice in a way that will make a difference in your sales?
The scales principle: what it is?
Today, we want to step back. Relax. Enjoy a cup of hot cocoa, and write.
Because although copywriting can feel complicated, you can make it dead-simple by simplifying it to scales.
What do we mean by scales? Here are some examples:
- Casual vs. Formal.
- Affordable vs. Premium.
- Funny vs. Serious.
While it can be fun to put together “Brand Manifestos” and “Tone and Voice guides” where you write a dossier with more characterization than you’d find in a George R.R. Martin novel…
… They’re rarely helpful when it comes to actually writing.
How to make copywriting simple
Next time you sit down to write, ask yourself which scales you’re working from.
Then, rate yourself from 1 to 10 on each scale—and start writing.
For example, imagine you’re selling Liquid Death, a popular and rather expensive canned water brand.
In that case, you’d probably give yourself a low score on the Casual to Formal scale, and a high score on the Affordable to Premium scale.
With those two things in mind, you’d have a better start for writing copy than any “Brand Guide” or copywriting formula would get you.
think of your scales, place yourself somewhere on them, and write the best words your customers have read in decades.