Copywriting as a form is, naturally, all about words and how you use them.
And, whilst it helps to have a degree in English Literature, it’s certainly not essential. So, we’ve put together the top 5 literary devices anyone can use to make copywriting interesting and inspiring. No degree required!
Basically, anaphora gives your copy that mic-drop moment. By repeating a word or phrase at the beginning of successive clauses, you’ll really drive your point home.
It’s impactful, creates a good rhythm, and makes for memorable copy.
Here are some examples you’ll have heard of:
“We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets…”
- William Churchill
“Let freedom ring from the mighty mountains of New York. Let freedom ring from the heightening Alleghenies of Pennsylvania. Let freedom ring from the snowcapped Rockies of Colorado…”
- Martin Luther King Jr.
“It was the best of times, it was the worst of times…”
- Charles Dickens, A Tale of Two Cities
Anaphora’s sibling, epistrophe puts the repetition at the end of the sentence rather than the start.
Like anaphora, it makes your copy stick in the readers’ minds. Repetition can also convey strong emotion – perfect for proving your point.
“Do you swear to tell the truth, the whole truth, and nothing but the truth?”
Use parallelism in your copy by giving two or more elements of a sentence the same grammatical structure.
It’s a powerful tool to have in your copywriting toolbox, as it’s found literally everywhere in writing. Parallelism is used to compare and contrast different ideas, to create a strong rhythm, to emphasise relationships between sentences or ideas, and to drive home a point.
(Hint: we just used it in that last sentence!)
“Reading maketh a full man, conference a ready man, and writing an exact man.”
- Francis Bacon
“At Puddle, we create crisp copy, social media posts, and web pages.”
Call upon the 5 senses and pop imagery in your copy!
Imagery is what makes writing interesting – it’s engaging, sets the scene, and keeps your copy vibrant.
It especially helps to speak directly to your audience. With imagery, your readers will be able to feel what you mean.
So, try to use statistics to stand out, or similes and metaphors to add descriptive language.
“Combining our water-repellent Paratex outer material and exclusive Softie® insulation we’ve created a warm, breathable, windproof and lightweight jacket.”
5. Rhetorical Questions
Centre your reader in your copy by using rhetorical questions.
They’re an incredibly helpful tool for copywriting; they challenge the reader, emphasise ideas, raise doubts and strike pain points.
“Isn’t it awful when your copywriting doesn’t use these 5 incredible literary devices?”
At Puddle, our copywriters are primed and ready to use a whole host of techniques – making your copy shine, every single time.
We love words, and playing with language. So, any copy that we do for you will be crisp, concise, and compelling.
Sound good? Get in touch today: email@example.com