Is your copywriting GREAT?


Here are some great simple tips for creative content copywriting for your brand.


Creative copywriting is probably what got me into marketing in the first place. Who doesn't love a good copy. It can be uplifting, inspiring, even transformational. But bad copy can also be boring, suffocating and un-engaging.


I simply love this acronym I came across somewhere a long time ago (probably back at Uni). I don't really remember where or who the author is, but that shouldn't mean I am not allowed to share it with you. We all love acronyms, right? SMART objectives, AIDA, TED, SWOT, FAB ... well, GREAT is one acronym that shouldn't be kept in the dark either.


The truth be told, it helps me a lot when structuring a new copy for anything. Whether is a brochure, a text for new product packaging, a blog, a case study or a website. You name it. It basically helps me to structure the copy from the beginning to the end. It helps me to avoid blabbing or erratic jumping off topics. It helps to stay focused so that the reader can follow.


But don't let it to stop you there.


Yes, the GREAT tool is helpful when writing a new copy. But it can be also applied when structuring your brand content over several channel mediums or when the story is a bit longer and needs to be split into more than one entries, e.g. posts or blogs. You know, when you first need to teach the audience of e.g. a brand new problem that they are not even aware of yet. Or when you know the issue is so complex that it needs more than one illustrative examples or explanations, like some complex Smart City AI technology, for example.


GREAT simply stands for:

G - grabbing the attention

R - restating a problem

E - explanation

A - action

T - tools


Let's have a look at it in a bit more detail.

Grabs the audience's attention with an engaging hook

Restates the painstaking issues your consumers have - put yourself in your target audience shoes and try and see their problems

Explains how you can help in curing that pain - lucky for them, those problems have a solution - YOUR solution. What is it?

Addresses clearly all the actions that can be taken in the above - can you be specific? Show them.

and finally, details the Tools that will help to rectify these issues. The A&T overlaps a bit as they are clearly interconnected and one cannot exist without the other. Again, show them how their problems can be fixed with your solution and why yours is the best approach. Give them reasons to buy into your idea.


As an example, have a look at this copy from a brochure for a remedy drink for a client of mine:

Nourishment from within. Did you know that Mother Nature offers wonderful healing plants that burst with anti-bacterial, anti-inflammatory and anti-carcinogenic properties to enhance our wellbeing? Product Name is an energising combination of 25 fruits, herbs and various superfoods straight from the Mother Nature. This harmonious blend of essential plant-based phytonutrients, vitamins, minerals, antioxidants enzymes, bioflavonoids, chlorophyll, protein, essential fatty acids (3, 6 and 9) and dietary fibre not only to boosts immune system defences, offers protection against degenerative diseases but synergises overall physiological and mental functions of your body to keep you fit and active as we age. The best from nature. Your nutritional supplementation - differently.




So there you have it. Simple yet extremely powerful acronym for writing more focused, engaging and inspiring copy for your brand.


I hope you found these helpful, but definitely stay tuned to my Unique blog as I will continue to explore the topic of creative content creation even further.

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