• Ashleigh Harvey

Copy that POPS (pops open bank accounts, that is) PART 2

Last week, I wrote about Copy that POPS. Packed with copy tips and tricks, it's full of ways to take you copy from meh...to MESMERISING. From so-so to SO EFFING GOOD it makes people go, OMG I HAVE TO HAVE WHAT YOU'RE SELLING! That's the kind of copy we want. We want copy that pops!


In last week's blog, I covered content, mainly. Benefits, cliches (stop using them), breaking the rules when it comes to spelling, making up words, that kind of thing.


This week, let's chat about layout. When it comes to copy, the layout is very important.


Why? Because people, at their core, are lazy. We want everything made simpler all the time. We don't want to work too hard at anything if we don't have to.


Like this very blog you're reading. If the paragraphs weren't nice and short, you'd take one look at it, and go 'Oh really? Do I have to? I don't want to.' Like a three-year-old. Me too. I would too. I, too, am a three-year-old inside.


Allow me to illustrate. Everything I've already written up to this point below, has been copied and pasted below without paragraph splits. Observe your brain's reaction:


Last week, I wrote about Copy that POPS. Packed with copy tips and tricks, it's full of ways to take you copy from meh...to MESMERISING. From so-so to SO EFFING GOOD it makes people go, OMG I HAVE TO HAVE WHAT YOU'RE SELLING! That's the kind of copy we want. We want copy that pops! In last week's blog, I covered content, mainly. Benefits, cliches (stop using them), breaking the rules when it comes to spelling, making up words, that kind of thing. This week, let's chat about layout. When it comes to copy, the layout is very important. Why? Because people, at their core, are lazy. We want everything made simpler all the time. We don't want to work too hard at anything if we don't have to. Like this very blog you're reading. If the paragraphs weren't nice and short, you'd take one look at it, and go 'Oh really? Do I have to? I don't want to.' Like a three-year-old. Me too. I would too. I, too, am a three-year-old inside. Allow me to illustrate. I've copy and pasted everything up to this point below, without paragraph splits. Observe your brain's reaction.


I don't know about you, but when I see a giant paragraph like that, my brain goes:



We don't want to do that to anyone who reads our copy. Be it our emails, our website, our sales pages, anything.


So, here are a few ways that you can make your copy as easy as pie for your potential client to read.


#1. Use bold and italics

Throughout your copy, you need to highlight all the bits that are really important. These are the things you want your reader to see, no matter what.


When you bold and italicise specific words or phrases, they stand out. They're like naked people sprinkled on the page, that the eye cannot help but see.


But, don't overuse them, because then, you know...they lose their effectiveness.


#2. Space out your copy into paragraphs

As I said, humans are lazy AF. So, let's make life easier for them. Split up your copy into easy-to-read, digestible paragraphs. I'd say keep a paragraph as short as two or three lines.


#3. Use headings and bullet points

Remember what I said about humans being lazy? I SAY IT BECAUSE IT'S TRUE.


Example (this is the same info written out twice; which do you prefer?):


Headings and bullets points do several things for your copy. They space everything out beautifully, so it's simply easier to absorb and the reader goes...aaaaaahhhh...this is nice. They create separate ideas that are digestible and easy to remember. In blogs, they're great for SEO (especially headings), you can emphasise important information quickly and effectively, and the reader can scan for their topic of interest.


Headings and bullet points


These do several things for your copy. They...


  • Space everything out beautifully (for easy absorption, making your reader go...aaaaaahhhh...this is nice.

  • Create separate ideas that are digestible and easy to remember

  • Are great for SEO (especially headings) when blogging

  • Emphasise important information quickly and effectively

  • Allow the reader to scan for their topic of interest


#4. Put your juicy adjectives and verbs at the beginnings of lines

This relates to lists and bullet points again. And again, let's take a look at this by way of example. Take this list of juicy benefits I recently wrote out for a marketing company's website.


Here it is, written badly (because boring first words):


Leading with intention sets you apart...


By building in quality, creating knowledge, respecting people and nurturing creativity

Because you inspire and motivate others

By allowing you to delegate and empower to create sustainable change and adaptability


Because you reach your goals, and set new ones

Because you handle crises as they happen

Because you maximize value for your customers, and increase the bottom line


Here it is, written with power (because VERBS):


Leading with intention sets you apart when you...


Build in quality, create knowledge, respect people and nurture creativity

Inspire and motivate others

Delegate and empower to create sustainable change and adaptability


Reach your goals, and set new ones

Handle crises as they happen

Maximize value for your customers, and increase the bottom line


#5. Less is more. No, really.

Good copywriting is good editing.

Badass copywriting is boldly removing the extra, the too much, the BORING BITS.

Faboosh copywriting is being fearless with your editing and cutting process.


When you edit and cut, keep this in mind...


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Finally...

Find copy you love and save it somewhere on your computer. If you've received an email or seen a sales page that's made you buy something or sign up to something, save it and keep swipe files. It's allowed. Use them for ideas. They'll save you time, and they'll make you a better sales writer.



Ashleigh is a copywriter who helps women find their authentic voices, so they can weave it into their business and their branding, and rise. Boom. For real conversations, join her Facebook group here - Make a Song and Dance: Female Business Owners, RISING



Which Grammy-winning superstar is your business? 86% of consumers say authenticity is a key factor when deciding what brands they like and support.


Take the quiz to discover your brand’s unique voice and develop a melody that makes you memorable AF (basically you’ll be the online business version of an earworm!) And then create copy that rakes in the $$$s.





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