4 copywriting trends we need to leave behind in 2023
Low-rise cargos. ChatGPT. Taylor Swift.
2023 witnessed a flurry of new and unexpected trends, from business to sports and beyond.
All industries faced a whirlwind of a year, with those of us in marketing suffering from a severe case of whiplash as we scramble to keep up.
As a small business owner, you don’t have time (nor desire, I’d guess) to keep up with the latest in digital marketing. I’ll spare you and give the most important info: what NOT to take away from this year’s copywriting trends.
Check out these 2023 copywriting trends I strongly recommend we leave behind and how I suggest we do better in 2024.
IF YOU DO NOTHING ELSE, DO NOT DO THESE WHEN WRITING COPY & CONTENT FOR YOUR BUSINESS.
#1 Define your unique selling proposition in comparison to your competition.
TLDR: Your copy is weak if it promotes your product/service by hating on your competition.
Your unique selling proposition (USP) is simply what makes your offer special. It can be a unique feature, benefit, or just a different way of doing things. It's your elevator pitch – your answer to why your dream client should choose you over your competition.
The key point here is that your USP is about YOU, not your competition. Defining your USP in comparison to others is like only telling people what you’re not. Not only does this prevent you from sharing what makes your story unique, but it’s also just not a good look.
Consider the clients you want to attract and the reputation you want to build. Talking down on your competitors will earn you a reputation that you’re negative and, frankly, a hater. This will also isolate you from the huge benefits you gain by being part of a community of your peers.
#2 Use an inauthentic brand voice just because it’s trending.
TLDR: Your brand doesn’t have to be funny or bold to sell. It just needs to be authentic.
It’s become common knowledge that stuffy and boring language doesn’t sell. We’ve seen a shift in almost all of today’s brands towards taking themselves less seriously, which works really well. People feel connected to brands when they’re relatable.
However, some brands have overcorrected when steering their car back on the road to engaging audiences. This year’s trend was brash and bold copy, which is great… until it isn’t.
Like when a funeral home uses a Gen Z voice.
People have a keen sense of sniffing out inauthenticity. Cue the meme:
#3 Word fluff – a bunch of adjectives thrown together to sound impressive.
TLDR: No one wants to read your three-syllable words. Be clear and concise.
Have you ever heard a pitch or read a website's ‘about’ page that left you feeling like you’re being tricked into a pyramid scheme? It’s probably because the copy was just a bundle of buzzwords, like ‘synergy’ and ‘disruptive’ and ‘transformative,’ that leaves you with more questions than answers.
A famous quote attributed to Einstein sums this up nicely: “If you can't explain it simply, you don't understand it well enough.”
We all know that people’s attention spans are shorter than ever. The average user reads about 20% of the words on a webpage, so it must be super skimmable. A bunch of blah blah will quickly bore your reader, and they’ll close the tab just as quickly as they opened it.
Sounding vague and abstract isn’t impressive; it’s confusing, and it’s a quick way to turn off a potential client.
#4 Clickbait-y headlines and misleading email subjects.
TLDR: People should understand what they’re going to read about from your headline. Otherwise, you’re creating frustration and damaging trust with your audience.
I saved the best (worst) for last… This is my biggest copywriting pet peeve: manipulative headlines and email subjects. I’ve been the unfortunate recipient of some really annoying newsletter subjects this year.
Some examples:
“you won’t believe what I did”
“I’m literally freaking out !!”
“Have you heard about this opportunity?” (It was a newsletter intentionally misleading people to think they were hiring…)
Posts and emails with headlines like this are scams – they deceive people into consuming content they may not actually care about. It’s frustrating to open an email or start reading an article and find out the news or information you were led to believe you’d be receiving is a hoax.
Here’s what to do instead in your 2024 copy
#1 Stay in your lane; mind your own business. Think about what makes YOU shine.
Keep your head down and really focus on YOUR story, your strengths and the incredible value you bring to clients.
When your copy focuses on how you solve your clients’ problems and improve their lives, your value will speak for itself.This creates a connection between you and your client that is much stronger than the bond formed by bashing your competition.
#2 Choose your brand voice very carefully.
The key to finding the right brand voice is finding a way to speak to your target audience while remaining authentic.
One of the most useful ways to put this into practice is to imagine your brand as a person. What are they like? What adjectives would people use to describe them? What is their mission in life? Write down your answers and refer back to them when crafting anything you put out in the world to remain consistent.
#3 Communicate clearly and concisely.
I won’t lie to you – writing clearly and concisely isn’t easy.
When in doubt, cut. No one writes clearly in their first draft. Always edit your work, and when in doubt, cut. I love using the free Hemingway tool to help me simplify my sentences.
Much research has pointed to most adults reading comfortably at a 6th to 8th-grade reading level. Your sentences should be clear and concise enough to hit that mark.
#4 Communicate clearly and concisely.
You can write ethically engaging email subjects with a sparkle of personality and give context so readers know if they’re interested in the content.
You can do this by encouraging action, using time as a motivator, asking a question, using numbers or solving a problem. Check out my post on this topic for more details and examples of ethical and engaging headlines and email subjects.