ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Creative Copy – Make It a Curiously Compelling and Captivating Experience for Your Audience

Updated on July 21, 2019

Preface

When we use a cliché like "don't judge a book by its cover", we are moving our attention from the cover to the contents of a book, and in doing so, exemplifying the need to appreciate what's in it, rather than what's on the outside.  The same goes with "beauty is skin deep".  However, within the context of Creative Copy as it relates to writing articles, promotional pieces, or the content of a Web site, such clichés suddenly begin to lose their inherent meaning. 

In developing Creative Copy, the body of your content has practically no value if you don't include a headline that grabs the attention of the reader.  And vice versa - if the story is not compelling enough, which means it does not flow from the headline, all you have in the end is a bunch of meaningless chatter.  Therefore, not only does your headline have to be attention-grabbing, but it also needs to relate to the body of your copy - not only compelling the reader to continue reading the body of the content, but making sure you continue to grab the reader's attention through the course of your copy.

The Headline

Most certainly the first, and probably the only impression you make on a reader is by your compelling headline.  Without a headline or a title that turns your copy into a copy worth reading, the body might as well not exist.  And your creativity needs to reflect in the way your headline communicates a message to its intended audience - raising the curiosity of the audience in an enticing manner so as to urge the reader to 'discover' something new and useful by exploring the content of your copy as though looking for what's next.

Essentially, a compelling headline must promise a benefit of some sort, to compensate for the time it would take the reader to read the rest of the copy.  Although there can be many more ways to construct a headline, in general, depending on the approach you take to compel your intended audience, a great headline could -

  • state a benefit
  • answer a question
  • question a topic
  • challenge a position or issue
  • be a testimony to a fact or occurrence

Whatever method or approach you use to construct a compelling headline, it should simple, relevant and worth repeating - something so memorable that the reader will want read it out loud.

The Body

Once you construct a compelling headline, the body of your copy suddenly becomes dependant on your headline.  The body of your copy needs to aptly reflect the message that your headline has conveyed in grabbing the attention of the reader.  You must have a compelling story to tell, so you don't lose the attention of the reader.  In a marketing scenario, a compelling story is probably one of the best opportunities you have to establish instant credibility in your marketplace - a surefire way to convert prospects to customers.

A compelling story must also be used to differentiate your copy from the crowd.  If you are promoting your business, you may want to wrap your story around a before-and-after scenario - how you identified a need and the solution you developed to fill that need.  Or you may describe what it is that you are so passionate about that makes you love what you do.  The storyline could be anything, but the trick is to relate it to something unique, and in most cases, the uniqueness of any story exists within you and your own experiences.  So, go ahead and use the wealth of information that you have in your back pocket, and make your story compelling and unique, so your copy creatively captivates the curiosity of your intended audience.

Your copy must compel your intended audience to take action - it must invite the reader with a compelling story that is gleefully devoured as though the reader has been starving for it.  The story should not only exemplify the message in your headline, but also compel the audience to immerse in the body of your copy with excitement and emotion, to make it a worthwhile experience for the reader to actually go through your entire copy, no matter what topic you are writing about.

In Closing

The headline sets the stage by presenting an issue that the reader can relate to - so as to grab the attention of the reader.  This generally forms the basis of your compelling copy where you can describe a possible solution to resolve the issue.  The more your audience identifies with the issue, the better your chances of enticing the reader to keep reading.

The body must provide a 'perfect' solution to the issue that you have pointed out in your headline - like a knight in shining armor saving the reader by helping resolve an issue that has already resonated with the reader.  This is where you have to really shine by showcasing ways to deal with the issue, thus winning the trust of the reader, and building confidence in your audience.

Once your intended audience has been led to the body of your copy, eagerly seeking the solution you offer, you can use examples, testimonials and other ways to back up your claim to fame as a knight in shining armor.  Make your story appealing in a way that it inspires in the reader a burning desire - a sense of urgency - to continue reading your copy all the way through the end.  In a business environment this could mean directing your prospects to convert to customers by investing in your solution or product, by offering them a compelling proposition that creatively arouses their curiosity and captivates their fancy.

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://corp.maven.io/privacy-policy

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)