What George Orwell Can Teach You About Copywriting
As a little business owner, you’ll probably write at least some of your advertising copy yourself.
So I asked superstar author George Orwell – that dude who wrote Animal Farm – for some copywriting tips. Just for you.
He responded with the following 6 rules for effective writing from his 1946 essay, Politics and the English Language.
What a great guy.
1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
Common phrases feel comfortable, easy and melodic, but they carry little emotional response.
Good copy is ALL about creating an emotional response. So be creative, compelling and original.
2. Never use a long word where a short one will do.
Using long words does not make you appear intelligent, especially if you don’t really know what you’re doing with them.
In fact, using words that your reader is not familiar with cause them to disassociate with the copy.
That’s the last thing you want to happen.
3. If it possible to cut a word out, always cut it out.
Good writers cram meaning into every word.
Words that don’t contribute meaning to your copy reduce its impact.
So take them out.
4. Never use the passive where you can use the active.
The active voice is more powerful than the passive voice.
Don’t believe me? Let’s compare the following:
“I kissed a girl” – Active voice
“I was kissed by a girl” – Passive voice
(Yep. Copywriting tips courtesy of Katy Perry.)
The passive voice is not wrong. But it can be awkward, vague and wordy.
People don’t dig that kind of copy.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
You want people to understand what you’re talking about, right?
If there’s a chance that someone might not understand what you’re talking about then elaborate in simple language.
Don’t drone on though.
6. Break any of these rules sooner than saying anything outright barbarous.
Use common sense when applying these rules.
If the application of one of these rules results in something that looks hideous then go ahead and break it.
They’re guidelines really.
And some more tips George Orwell would have given you if he’d actually been talking about copywriting.
7. Know your audience and write directly to them.
Get a clear picture of who will be reading your article and keep them in mind at all times.
The best copy reads like a conversation between two people. So read your copy out loud. If you wouldn’t say it to a customer then you probably shouldn’t be writing it either.
8. Write an awesome headline.
This one is pretty good.
Although it would arguably be better were it to reference Katy Perry instead.
8. Retain continuity.
If you make good points in a disconnected manner then the reader is likely to leave the copy, even though the content is good.
Each part of the piece should lead into the next, and everything should be tied up nicely at the end.
9. Champion the benefits, not the features.
Everyone tells you this. Because it’s good advice.
Concentrate on what your thing will do for people. Not how it does it. (Unless it’s highly relevant.)
10. Be specific.
Give numbers, facts and evidence. Loads of it.
Don’t give people the chance to think that you’re full of it.
Do you have any copywriting tips? Have you ever channeled the spirit of a dead author? Leave a comment below.
Love JJ.
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Comment by Avery
3 November 2009
11. Check for simple grammatical errors. Like in your point 10…
Comment by JJ Jalopy
3 November 2009
@Avery – Yeah. Thanks for that! I do enjoy badly-written articles about how to write better!
Comment by Las Vegas Boomer Dating Expert
5 November 2009
Hi JJ,
I LOVED how you included a typo so that people who read your excellent blog can see the thumbprint of the artist – you!
Don’t you find it is essential to retain that genuine quality and transparency with using the internet as a main communication delivery mechanism?
And I enjoyed how you used the example of George Orwell’s writing and copywriting tips.
I heard a rumor you and Mrs. Jalopy are moving to New Zealand. I look forward to hearing more about that in the approaching 2 months.
Happy Dating and Relationships,
April Braswell
Single Boomer Dating Expert
Comment by Darryl Pace
5 November 2009
Good article, dude. Writing copy is a valuable skill that I am horrible at. Maybe following your pointers will help me out.
Health, Fitness for Working People — Darryl Pace
Comment by Lisa McLellan
11 November 2009
I love the tips – I can really use the help with copywriting.
I was surprised to see that you mentioned George Orwell but did not mention “1984!” That scared me more than “Animal Farm.” You must’ve read that one. Yikes – yes, he created an emotional response for sure!
Lisa McLellan
Babysitting Services – Babysitter in your area
Comment by Steve Chambers
16 November 2009
Great advice, and from one of my favorite authors.
Steve Chambers
Comment by John Ho
16 November 2009
JJ,
You remind me of the book : “The Complete Plain Words” in which it recommend writing style to be:
Simple
Direct
Human
John Ho
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion