Segment 2: Table Stakes

Before we get into specifics about the actual writing of copy and the application of copy and content on websites, sales pages and more, we need to cover what we call the table stakes.

You probably understand that reference, but just in case, that’s new to you, table stakes is a rule in poker that players can only play with the money they’ve put on the table. Basically, it’s the way you earn a place at the table—by putting your money down.

To earn your place as a copywriter, there are a few things you need to do as well. If you don’t have them, you’re going to struggle to get clients, write good copy, and succeed as a copywriter.

First, spelling and grammar matter. Now, we are aware that there are copywriters who disagree with this idea. They’ll tell you if you’re talking to the right person and making the right offer, spelling and grammar don’t matter. And there is some truth to that belief. If you are speaking to someone who needs your solution and the offer is good, they will often overlook a spelling mistake. Maybe two.

But if your copy is riddled with errors and odd grammar, misused pronouns, mismatched subjects and predicates… the overall impression is that you don’t know what you’re doing, that you’re an amatuer, or that you’re not good at this. Bad grammar and spelling feels scammy. And non-professional. As the errors add up, your client’s trust erodes. And potential customers may go looking for a more trustworthy source. In fact, a study conducted by SurveyMonkey found that 83% of people with household incomes above $75,000 a year said they would be less likely to buy a product advertised with grammar mistakes. 

So get good at spelling and grammar. And if you can’t, hire a proofreader or editor to help correct your copy. Because this stuff does matter.

Along with spelling and grammar, you need to understand the difference between active and passive voice. Most copy should be written in the active voice because it tends to be more direct and clear. As an example of this just look at that last sentence.

Most copy should be written using an active voice. 

That’s actually the passive voice. Here’s the more direct way to say it: Write copy in an active voice. That’s definitely more direct. Or, write active-voice copy. That’s about as direct as you can get. As you write, be sure to review your copy to make it as direct, active, and clear as possible. And just a note here: there are some great tools, like Heminway and Grammarly to help do this.

In addition to grammar and active voice, table stake #2 is write at the correct reading level. Most copywriting experts will tell you to write at a fifth or sixth  grade reading level. That’s overall good advice. The majority of English speakers have a literacy level below seventh grade. That’s true in the US, Canada, and the UK. Australia is slightly better than those first three, but not by much. 

Writing at the fifth or sixth grade level ensures that most of your potential readers will understand what you are saying. If readers don’t understand what you write, you fail as a copywriter.

There are a few exceptions to this rule. If your audience is made up entirely of PhD candidates or highly educated nuclear scientists, you can probably write at a higher level. But even when writing to educated audiences, writing at a lower grade level will improve comprehension and response. None of these educated readers will turn away when presented with simple language. If you struggle to write at this level, run your copy through an application like Hemingway to make it a bit more easy to understand.

Table Stake #3 is your copy should not sound like copy. A lot of beginning and intermediate copywriters think they need to use “power words” to make their copy sound amazing. But what this usually does is make your writing sound too good to be true. Or sound like an ad. Write like you talk. If your copy sounds like a radio DJ or a pushy salesman wrote it, dial it back. The best copy sounds like a conversation with a friend.

And while we’re making sure our writing doesn’t sound like copy, it shouldn’t read like a school essay either. The school system works hard to drum some pretty bad writing habits into us. You can ignore pretty much all of that. School essays are boring. As a copywriter, you can’t afford to be boring. If you are, eventually you’ll lose customers and your clients.

If you’ve got your table stakes covered, you’re ready to write. In the next segment we’ll share our overal advice on content and copywriting. Each of these ideas is applicable, no matter what you are hired to write. We’ll see you there.