THIS IS YOUR YEAR (FOR GREAT COPY)

Christmas lights are back in the attic, and black-eyed peas are fresh out of luck. But if you’re like most resolution-setters, you have until… EOD to keep up the facade. 

While stats vary widely, Strava’s research shows that about 80% of participants give up by the second Friday in January – not-so-lovingly known as Quitter’s Day. Even more shocking, only about 6.5% make it through June according to Scientific Research Publishing. Turns out it’s another year, same old us.

Of course, that doesn’t mean your New Year’s resolution is impossible. It just means you’ll need to replace wishful thinking with strategic actions to see results. Ready to take another pass at your resolution(s)? Reviewing overarching goals is the best place to start. 

For example, do you want to raise your ROI? What about conversion rates? Or perhaps customer engagement? If these goals are top of mind, leveling up your brand’s copy might just be the push you need.

To get started, consider these copy-conquering resolutions: 

1. GET ACTIVE: STRETCH YOUR SKILLS 

Exercise is key to getting in shape – even when it comes to copy. To strengthen your brand’s core, dive deep into values, proof points, and messaging strategies. Then, put these insights to work with frequent rounds of writing, team reviews, and editing. Not only will this help you become more agile, it’ll prepare you for heavy lifting across ad campaigns, educational content, webcopy, and more.

2. CUT THE CLUTTER: WRITE TIGHT 

Excess derails us all, whether you’re searching for your wallet or high-level service info. Help audiences find what they’re looking for quickly by giving your copy space to breathe. Next time you edit, cut as many unnecessary words and details as possible. Is there a faster way to get your point across? Find out by writing multiple options, leveraging hyperlinks and bulleted lists, and considering shorter synonyms (especially in longer headlines).

3. BUDGET BETTER: MAXIMIZE RESOURCES 

We’re fueled by limited resources – and time, money, and brainpower are among the most precious. Because these resources are interconnected, reducing just one could have positive impacts across the board. Conservation goes a long way, whether you’re recommending a low-effort creative concept, recycling an unused headline, requesting additional insights to avoid needless research, or scheduling a quick touch-base to avoid confusion.

4. PLAN CHECKUPS: REQUEST FEEDBACK 

Nobody likes checkups. But know what's worse? Bad news that could have been prevented easily and early on. Regular communication is often our strongest antidote. Ask questions, face differences with good faith, and speak up before minor headaches become untreatable ailments. Being open to feedback is in everyone’s best interest, and it’s one of the simplest ways to craft successful copy. 

5. READ MORE: GAIN NEW PERSPECTIVES 

Your perspective is just one piece of the pie. So, how can you write copy that encapsulates your entire brand and makes your audiences feel uniquely seen? You collect as much information as you can from as many people as possible. Read industry publications, dive into messaging boards to understand customer pain points, and see what competitors are saying. The goal is to get the biggest piece of pie you can.

6. STAY CONNECTED: NURTURE YOUR AUDIENCES 

Shared values connect us with the people we care for most. But this isn’t just for friends and family – it also applies to the relationship between your brand and your various audiences. By deepening this connection through research, engagement, and even surprise and delight moments, you can create meaningful and effective content that boosts loyalty and encourages action. 

7. INVEST IN YOUR FUTURE: BE PREPARED 

Today’s consideration is tomorrow’s greatest gift. By looking ahead, you can get a better idea of the big picture, ensure alignment across all deliverables, anticipate gaps that need to be filled, and build the perfect toolkit for your next journey. Let’s say your company is planning a rebrand in Q4. By knowing now, you can keep an eye out for inspiration and let ideas simmer on the backburner. 

As a copywriter, I’ll be the first to tell you that the above resolutions quite literally are a full-time job. Be realistic about what you can take on, and consider delegating the rest so you don’t spread yourself too thin. A win is a win, whether these goals are conquered by you, a writer on your team, or even a freelancer like myself. 

Curious how else you can level up your copy? Feel free to message me directly to talk shop, discuss potential opportunities, argue about the Oxford comma, you name it. 

In the meantime, I’ll be giving Quitter’s Day the bird, and I hope you join me.