EXPLAINED: The Anti-Copy of Copywriting
One copywriting rule I live by:
There are no *real* rules, and if there are, break them often.
Let me show you the anti-copy way of writing copy.
Tip: Write copy that doesn’t feel like copy.
I’m not the one to give out empty, generic tips like these but hear me out for a moment.
And no, writing copy that doesn’t feel like copy isn’t just about being “conversational.”
There’s more to it than what meets the eye.
Forget benefits, features, USPs, mechanisms, and hooks for a moment.
Those are talking points, tangible aspects of your brand.
Anybody could dig those up.
Think about conversations, stories, problems, solutions, empathy and authenticity.
Those are the real elements that make up for great copy that doesn’t even feel like it.
And you know why this tip works like a charm?
Because people have their guards down.
Usually, copy is presented in an environment where people know that they are being sold to, so they want to avoid falling into the “trap.”
But if you present it like it’s not a sales or promotion, people are generally more chill.
Now onto some great examples….
1. Hopper App
This copy could fit well into a DM conversation and that’s the best part. It’s real, raw, and relatable.
And most importantly, native to the environment it’s presented in.
Even though the copy highlights a USP and benefit, it’s presented like a post-it note.
2. Huel
Reddit is a meme-heavy platform, and people come there to chill.
So this ad is perfect for keeping up with the vibe while also serving as a great pattern interrupt.
Huel knows the game too well.
Also, shout out to The Ad Professor for disocvering such amazing examples.
Now here are 3 tactics for you:
1. Become a Platform Native
Know your environment and create copy relative to where you present it.
For instance, Sonyal Robinson does TikTok & Meta ads so well that they feel like genuine & organic content.
People buy because of her.
2. Be Self-Referential
Talk about your own product and process to make it feel like you’re having a 1 on 1 conversation with your reader.
You can say stuff like, “Click here to know more.”
To hold the reader’s attention, hold a conversation.
3. Tell a Story
Good stories keep you hooked, engaged, and interested until the very end.
It could be a single line or a couple of sentences, but make sure you tell a great one to get people invested.
Because an interesting story never FEELS like copy.
That’s the plan, friend.
