“Believability is far and away the most important requirement of advertising,” said the late great copywriter Bernice Fitz-Gibbon.
Here are four ways to write believable copy (quotes below are from Bernice):
1. Love people.
2. “Sharpen your powers of observation. Learn to look at a thing as if you’ve never really seen it before in your life.”
3. Be inquisitive and acquisitive. Good copywriters are “curious about people, curious about new products, curious about everything.”
4. Write what you hear. This means writing the way people in your market talk.
It’s been said Hemingway looked at everything around him as if it was his last day of being alive. A copywriter – especially an email copywriter who has to come up with multiple stories for email copy on a regular basis – should do the same.