William Shakespeare is kind of a familiar figure in the theater and writing circles. No introduction is really needed for the man who has influenced the English language, literature, theater, and movies for centuries. As such, his works have also influenced our culture, thought, speech, and writing in general.
Fortunately for Shakespeare, he didn't have to depend on nonsense such as keywords, automation and - forgive me - A/B testing. He put the plays in his mind on paper and they were brought to life on stage. Similarly, we can conjure up ideas, phrases and images in our head and realize them as well - only these days, it's mostly through digital media.
What can the bard teach us about copywriting? After all, he was a writing 'specialist,' a title that is repeatedly used these days, ad nauseam.
'To be, or not to be.' (Hamlet)
Some of the most famous copywriting are short. It doesn't take a long sentence to be memorable, quotable, meaningful, or straight-to-the point.
'All the world's a stage.' (As You Like It)
Thanks to social media, you have unprecedented access to potential clients across the globe (pun intended...did you get it?): Online, and offline. You don't have to do separate copywriting for each platform; it can be in tandem.
'Now is the winter of our discontent.' (Richard III)
Always be prepared with alternative copywriting options. Not just because of this 'A/B thingy.' But because we need to be mindful of what's happening in the world before pressing 'send,' things are so dynamic that the world's mood can shift in second from high to low. Many a campaign went down the toilet because the publishers were unaware (or just plain insensitive) to what was going on in the world.
'All that glisters is not gold' (The Merchant of Venice)
People are looking for something meaningful, moving past material advantages. How is your product/service helping the environment, for example?
'A Man can die but once.' (Henry IV, part 2)
Too many times a promotion has come out with copywriting that's been deemed careless or insensitive. There's a fine line between sharp edged copywriting and insensitive. Know it well before publishing.
'Nothing will come of nothing.' (King Lear)
If there's no real benefit, incentive or value to the consumer in your promotion, then your copywriting/content is a big waste of time, effort, and money.
'But, for my own part, it was Greek to me.' (Julius Caesar)
With limited attention-span at premium, don't make the copywriting complicated, too technical, or too long.
'We know what we are, but know not what me may be.' (Hamlet)
People are no longer satisfied to just use a product. Write copy that will encourage users to unleash their potential.
"What's in a name? That which we call a rose by any other word would smell as sweet..." (Romeo & Juliet)
Giving the right name to a product, service, or even a promotion, is crucial.
"Off with his head!" (Richard III)
Short, snappy, and surprising does the trick. Aim for copywriting that's provocative, funny, or shocking.
“The fool doth think he is wise, but the wise man knows himself to be a fool.” (As You Like It). Copywriting has to make sense. From grammar, content, and offer point of views. If it doesn't, you'll just come out the fool.
“The course of true love never did run smooth.” (A Midsummer Night's Dream)
Copywriting isn't an instant trick. It's a process that takes time.
“Love all, trust a few, do wrong to none.” (All's Well That Ends Well)
Sometimes the simplest, most direct copywriting works best. When? Ah, that's the trick...
“There is nothing either good or bad, but thinking makes it so.” (Hamlet)
You start with a blank page (even when it's virtual). You write down any ideas that come up to mind, without thinking in advance 'this is a bad idea.' Once you write down a dozen or so ideas, put the list away and come back later. You never know what will stand out positively.
"Hell is empty and all the devils are here.” (The Tempest)
Everybody thinks they know copywriting. But, you hire a copywriter to do copywriting. Let him/her do their job.
“It is not in the stars to hold our destiny but in ourselves.” (Julius Caesar)
As a copywriter, you can find inspiration in other great copywriting works. But the real trick is to fashion an original work, and not an obvious copy, or "homage."
“You speak an infinite deal of nothing.” (The Merchant of Venice)
Make your copywriting or content as concise as possible.
“Don't waste your love on somebody, who doesn't value it.” (Romeo &Juliet)
You came up with an incredibly witty/humorous headline/tagline, but it doesn't exactly fit the target audience? Put it in the virtual drawer and save it for another occasion. Remember your primary goal.
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