Copywriting Lessons from Jonas Jonasson

I love reading.

When I’m not working, cycling or doing family stuff I usually have my nose firmly planted in a good book.

At the moment I’m reading “The Girl who Saved the Kind of Sweden” by Jonas Jonasson, his follow up to his best selling debut novel “The Hundred-year-old Man Who Climbed Out of The Window and Disappeared.”

I love Jonas’s style.

His writing is simple, honest and unpretentious.

His characters are well rounded and have a depth that makes them come to life.

As for the story line, it simply draws you in and compels you to keep reading.

What has any of that got to do with copywriting?

Quite a lot as it happens.

Simple, honest, unpretentious

Jonas’s novel is a work of fiction. Your marketing copy must be fact, but that doesn’t mean it has to be boring.

I’ve written many times in the past about companies demanding jargon-filled copy that’s crammed with hyperbole because they think it makes them look impressive.

The most impressive copy is that which simply tells the reader about the benefits they’ll enjoy.

You see the most effective copy is that which taps into the mind of the reader. They are your customers and therefore you should understand what makes them tick.

• What challenges are they facing?
• How will your product solve them?
• How will you help them?

If you use simple language your message comes across clearly. Customers aren’t impressed by how many syllables you can cram on to a page, they just want straight-forward talking that’ll tell them what you’re going to do for them – i.e. what makes you different.

Now, in trying to uncover their USP, many companies claim all sorts of things, but never actually follow through. Granted, your promises might draw in customers, but once they realise they are empty they’ll head for the hills, but not before they’ve told all their friends on social media about you, potentially losing you even more custom.

If you’re going to make claims about great customer service, money back guarantees or incredible offers, make sure you follow through and don’t hide a myriad of terms and conditions in the small print.

In simple terms, always use this formula if you want your copy to be a success:

Simple language + benefits + honesty = compelling copy

• Don’t try to be clever
• Tell them how you’ll help them
• Focus on your customers not your company
• Be honest
• Use simple language

Author – Sally Ormond, Briar Copywriting Ltd