How can you write copy that stands the test of time?

Stop using Chat GPT first. Also stop wasting money on courses by "influenzas" who have reached there in the first place using Chat GPT. Most importantly, pick a style you are comfortable with and write like there is no tomorrow. The first 100 ads you write, write it for yourself and see what is working or not. The best way to hone the craft is to work on it. Be honest with your work, keep working in your lane and you got it

You really do need to know your audience and the competitive landscape as well as you can before you start tackling copy. The first step, whether working alone or collaborating with a full team, is to build a pithy, one-page creative brief that fully considers both, and defines the core message you are trying to communicate. By doing so, you'll force yourself to do your due diligence and be able to remain laser focused on the task at hand. Then you'll need to tie that message to simple human truths that resonate with your core audience and deliver an emotional message. Help them feel something they know to be true and you'll have a better shot at breaking through and building brand equity.

Know your audience as well as you know your best friend or your spouse. You should understand their emotional & rational needs as well as their quirks.

The right way to write long-lasting copies is to- 1. Mention your product benefits and the problem it's solving 2. Write to your audience 3. Use normal words and instead of trending words 4. Don't go for any particular theme, it may fade over time

Avoid clichés, idioms, pop culture references and anything else that would date your message. Provide strong benefits, use simple and evocative language and the active voice throughout. Clarity above all!

Creating timeless copy hinges on two core principles: universal appeal and adaptability. Firstly, focus on emotions and needs that are perennial in human nature, like security, belonging, or aspiration. This universal emotional resonance ensures your message remains relevant across generations. Secondly, build in adaptability. Craft your copy so it can evolve with societal shifts and technological advancements without losing its core message. This approach allows your copy to adapt while maintaining its foundational principles, ensuring it remains effective and relatable over time. In essence, blend enduring human truths with a flexible framework for enduring impact.

Crafting timeless copy requires a blend of storytelling and relevance. Connect emotionally, focus on enduring human experiences, and adapt to evolving trends. Consistency in tone and authenticity ensures your message resonates through the ages.

To write ad copy that remains relevant for centuries: 1. Appeal to timeless human emotions and desires. 2. Align with core values like honesty and trust. 3. Craft compelling and engaging stories. 4. Keep the copy simple, clear, and free from trendy jargon. 5. Highlight benefits and solutions for common problems. 6. Address timeless desires and aspirations of the target audience. 7. Create adaptable copy that can be updated with changing contexts. By following these principles, your ad copy will stand the test of time and resonate with audiences across generations.

I like this line by Corey Stoll as Ernest Hemingway in the movie Midnight in Paris Hemingway: No subject is terrible if the story is true, if the prose is clean and honest, and if it affirms courage and grace under pressure. Of course the credit be given to Woody Allen who wrote it

To write copy that stands the test of time, focus on timeless elements. Craft compelling headlines, communicate a clear message, evoke emotions, and offer valuable insights. Use concise language, engage the reader, and ensure the content remains relevant. Research your audience, understand their needs, and tailor the copy accordingly. Avoid trends and gimmicks, instead embrace authenticity and timeless storytelling. Lastly, review, revise, and seek feedback to constantly refine and improve your writing.

Have a human touch in your copy, the one where you try to offer solution for a pain point. Before writing the copy understand the pain point, if you haven't experienced it yourself, ask around & gather the feelings. Don't be a seller, be a fixer & communicate it the same way.

As a copy mentor of mine used to say - 'focus on the juicy bennies'. It's fine to relay all the cool things your product does. But unless you're showing people WHY and HOW they solve a problem - you're just listing things and not forging an emotional connection. An example would be that classic iPod copy '1000 tunes in your pocket'. It's a great example of benefits over features because it promotes the juicy bennies (access to heaps of your fave music, anywhere) over the cold features (large storage capacity.) Don't tell your audience what your product does, tell them what it can do FOR THEM.

People don't buy features - they buy benefits. The newest iPhone has a 5,279-megapixel camera... so what? But the newest iPhone having the perfect camera to capture the first baby steps, their first school play, their first missing tooth - now that's something people want. Lead with the benefits and reap the rewards.

Focusing on benefits in your marketing copywriting directly addresses the "What's in it for me?" question in your audience's mind. By highlighting benefits, you showcase not just what your product does, but how it makes the customer's life better. This approach taps into their desires and creates a personal connection, making the product or service more appealing. It's about painting a picture of the positive outcomes they can experience. Remember, features tell, but benefits sell. So, when you write, always angle your words to answer how your offer enriches their life, solving problems or fulfilling needs.

Showing your understand what problems they are facing and then clearly highlighting how you can help is the way to hook them in. I would be careful not to pander to your audience. Truth is just as important as focusing on benefits. It's never a bad idea to highlight areas you can't answer because then you will be trusted in the areas you advise on.

When writing timeless copy, focus on benefits rather than features. Explain how your product or service improves people's lives, solves problems, or enhances their experiences. Highlight long-term benefits that are universally appealing. By focusing on the timeless value you provide, your copy will remain compelling even as trends change, ensuring long-term relevance and resonance with your audience.

Rather than just listing features, emphasize the benefits of your product or service. Highlighting how it solves problems or enhances the lives of your audience creates a timeless appeal.

One of the best way is to concentrate on how your product enhances lives, tapping into the audience's emotional needs and aspirations, rather than just listing features.

While building Legos with my daughter, I noticed each simple block is a lesson in clarity. Like words in writing, these blocks are simple alone but complex together. We connect simple shapes—to build grand ideas from the ground up. With each snap, her imagination crafts more than just toys; it builds worlds! Words work just like Legos. In writing, I use clear, plain words to construct creative thoughts, ensuring my message snaps together for readers just like Legos do in her hands. Simple doesn't mean small—it means clear, creating a bridge from my mind to yours. Just as Lego creations grow brick by brick, understanding between a writer and reader develops one word at a time.

Read the work by copywriters who make every word count. Edit and re-edit; reduce a 50 word paragraph into 25. Don't use trite phrases ("at the end of the day"), sports talk ("tee it up," "bring your A game"), and slang unless it fits the client. Always write for the audience as if you're having a conversation with a human not a robot. Heed the creative brief. This is the copywriter's guide to the advertising strategy: target audience, proposition, message, RTBs (reasons to believe) and positioning.

Do not get fixated on buzzwords. If you want your copy to stay ever-green, then you should always go with a style and expression that is universal (not generic).

Simplify your language for long-lasting impact. Choose words that everyone understands to make your message accessible to people of all ages. Clear, straightforward communication ensures that your copy is universally understandable, withstanding the passage of time and changing language trends.

This is something I find myself returning to at the end of writing sessions. 'Does what I've written explain the product/service in a way that anybody could understand?' It's easy to get sucked into wordiness or keeping a clever phrase you're dead proud of. But if it doesn't serve the copy - if it just clutters the page - cut it! I love to use Hemingway app. It's a great starting point for clear and concise copy. You don't have to use it as a hard and fast rule - but it's great for cutting the cr*p, so to speak.

Would your nan understand what you've just written? Can you easily follow the sentence you've just written without having to re-read it? No? Then you're probably not being clear enough. Clear > clever always. Remove the jargon, remove the snazzy sentences. Unlearn what your school taught you. It's not about sounding all fancy and elegant. Write simply and you won't lose your reader.

When you overcomplicate your language in copywriting, you risk losing your audience's attention and interest. Complex words and dense jargon can make your message difficult to understand, leading to confusion rather than clarity. Your goal is to communicate, not to impress with fancy vocabulary. By keeping your language simple and clear, you make it easier for your audience to grasp the benefits of your offer, which can prompt them to take action. Always aim for simplicity in your writing; it's the key to creating copy that resonates and converts.

This is so important.The average reading age of adults in America is 12-14 years old. Avoid using complicated theories or big words in what you write.

Don't do a Mr Beast and be all click-baity. If you guarantee something to a reader, you best make sure you deliver on that promise. Nothing is more jarring than feeling like you've been misled or your time being wasted. Be truthful in a simple, but effective way. Back it up with credible sources that the industry trusts.

Make your copy last longer by being specific and credible. Provide specifics, statistics, or testimonials to back up your claims. This not only adds authenticity, but also trust. Clarity and credibility ensure that your message is strong and trustworthy, withstanding the test of time and remaining relevant.

If you're not specific and credible in your copywriting, you'll struggle to build trust with your audience. Vague claims and unsupported statements can make your message seem unreliable, causing potential customers to question your expertise and the quality of what you're offering. To gain their confidence and business, back up your assertions with data, provide concrete examples, and share testimonials. Specificity and credibility are the pillars that support a strong, convincing message. They compel your audience to believe in your product or service and, crucially, to believe in you.

Pick a lane and stick to it. Your audience will appreciate your consistency in tone, style and formatting. Have you ever read a novel and the pacing completely turned on its head? It's jarring and throws off the reader - and many will put the book down. Don't let that happen with your copy.

Maintain timeless resonance in your copy by ensuring consistency and coherence. Align your messaging across platforms to create a consistent brand voice. Cohesive communication, both in style and substance, fosters trust and long-term relationships. By staying true to your brand identity, your copy becomes a consistent and recognisable presence that stands the test of time.

To test and refine copy, setting processes like research and quality checks are important. A good place to start is a solid mapping of the background, a well researched proposal and then the processes of ideation, insights, writing. In my experience, these are simultaneous processes but research can be often overlooked in social media copy owing to the fast paced nature of the industry. But when processes like research and quality checks are paid attention to, copy gets more refined over time.

Make sure your copy is coherent and consistent to preserve its timeless resonance. Align your messaging to strengthen a consistent brand voice across all platforms. Trust and long-lasting relationships are established through cohesive communication, both in content and style. Maintaining consistency with your brand identity helps your copy establish a consistent, recognisable presence that will last over time.

If this article goes online, you can also use Google Analytics to see how readers have engaged with the content. You can review average time spend on the page as a starting point. If you post it on social media, it can also give you a good idea of how many people found it useful from the comments and likes.

No ad/copy can run forever. You’ll eventually run out of people at given stage of awareness, and will need to dig deeper. Also market sophistication is dynamic, which will force you to update your ads.