Legendary copywriter Eugene Schwartz might have put it best when he said,
“If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.”
Okay, we don’t suggest sneering at people (most of the time), but there is so much more to copy than writing. It’s a combination of creativity, science, and architecture—hey, just like content marketing!
The tools in this article will help you build your city of desire by improving the quality of your writing and writing strategy. That way, not only will your readers be hooked, but Google will hook you up in the rankings. That means more traffic, more engagement, and more leads. We like all those things.
Here are 3 to kick things off:
- Hemingway Editor is a free tool you can use online or on desktop. You enter your text and format it exactly as you would online and it’ll flag all the areas where your writing can be improved. It even flags phrases that have simpler alternatives that can lower the reading level.
- Word Counter is another free tool you can access online. It has a bunch of cool features like, counting words and character, showing up to 10 keywords they’d recommend, and demonstrating keyword density. (But, for serious keyword help, Yoast should be your go-to.)
- Unsuck It is pretty basic, but a great place to start when you have obscure business jargon you want to write in a way everyday readers will understand. Simply enter the jargon that you need to be translated and Unsuck It will either define the jargon or offer synonyms. (It also comes with a side of jokes.)