5 Actionable Tips to Help You Write Better Copy From the Paris Olympics Opening Ceremony

Let’s talk about the opening ceremony for the Paris Olympics and how it can help you write better copy. Because while I was watching the opening ceremony, I was struck by how much gold it contained for learning how to stand out in your writing.

Without knowing how to captivate your audience, you won’t be able to boost engagement, build trust, or drive conversions. Instead, you’ll continue to struggle with low engagement rates, high bounce rates, and lackluster sales.

We don’t want that! So, I created this proven, 5-step process to help you write better copy based on my insights from the ceremony. 

We’ll cover everything from hooking your audience’s attention with bold headlines to storytelling. I’ll also give you some tips on avoiding common mistakes, drawing from lessons I’ve learned the hard way.

Just follow these steps, and by the time you finish Step 5? You’ll feel like a copy boss (oh, hey there boss) and enjoy higher engagement and conversions.

Ready? Let’s gooooo!

Step #1: Hook Attention

Before you can get your audience to read anything you write, you have to hook their attention. If you don’t, they’ll bounce right off your page and back to Instagramland. #sad

Just like the opening ceremony wowed the world with its dazzling visuals and unique setting, your copy should create a show-stopping first impression. 

How, you ask?

• Write like you speak: Use a conversational tone to connect with your readers to make your copy more relatable and engaging. When you write as if you’re having a conversation with a friend, your personality shines through, and that makes your message more authentic and fun to read.
• Example: Instead of writing, "Our company offers exceptional services in digital marketing," try saying, "Hey, we’re here to help you rock your digital marketing game!" See how that tone is more inviting and engaging?

• Use attention-grabbing hooks and headlines: Start with a bold statement, a surprising fact, or a question that piques curiosity to draw your readers in and encourages them to keep reading.
• Example: Begin with, "Ever wonder why some emails get opened and others don’t?" This question immediately grabs attention and sets up the promise of valuable insights.

• Let your gorgeous personality shine: Infuse your unique voice and style into your writing. This helps your copy stand out and feel authentic. Don’t be afraid to show your quirks and passions because they’re what’s gonna make your writing memorable.
• Example: You might start an email with, "Heya [First Name]!" Instead of “Hello, [First Name].” It’s a small but personal touch that makes your copy more relatable and engaging.

• Use strong, actionable language: Powerful verbs and clear, direct language compel your readers to act. Avoid passive voice and vague terms; instead, use words that energize and motivate.
• Example: Instead of saying, "Improvements can be made by following these steps," use, "Boost your engagement now with these proven tips." See how the latter is more direct and inspiring?

What to look out for:

Many people skip these foundational steps and then wonder why their copy isn’t connecting with their audience. Don’t let that be you!

Believe me, following these guidelines will set you up for success later on. And each step is a building block for the next, so don’t even try to jump ahead! :)

All done? Great job! Let’s move on to Step 2.

Step #2: Tell Stories

The ceremony incorporated stories of France and the Olympics through stunning performances, striking visuals, referencing famous events, and using iconic landmarks. 

Similarly, your copy should include stories that resonate with your audience to help them get to know you and understand exactly how you can help them.

At this point, you may be thinking that weaving stories into your copy sounds hard, or confusing, or maybe just like a huge time suck. You may even be wondering, "Do I really have to tell stories?"

If you hang in there and are willing to practice, it will pay off in spades, promise. There's nothing more powerful that weaving storytelling into your marketing. 

If you’re worried you don’t have any stories… I got you! One thing that may help is to jot down key stories and anecdotes ahead of time. Here's how you can tell stories that will captivate your peeps:

• Identify key moments in your journey: Think about the experiences that have shaped you or your brand. 
• Relate your story to your audience’s experiences: Make your stories relatable by connecting them to common challenges or goals your audience might have.
• Be authentic: Authenticity is key in storytelling. Share real, honest stories from the heart that reflect your true self and values.

The reason this step is important is that it will help you build a deeper connection with your readers and make it easier to convey your message. We humans are hardwired for story. It’s how we learn and like to be entertained. When you use stories in your marketing, you help your audience do both.

Here are some tips to help you move through this step quickly:

• Tip 1: Outline Your Story Structure: Start with a clear beginning, middle, and end. This structure will help you stay focused and ensure your story flows logically. Nothing’s worse than a story that goes nowhere.
• Tip 2: Use Vivid Details: Paint word pictures by including sensory details and specific examples.
• Tip 3: Highlight a Lesson or Moral: Ensure your story has a takeaway that reinforces your main message to help your reader remember the key point of your story. 

What to look out for:

When I first started integrating stories into my copy, I sometimes went off on tangents and lost the main point. I’ve also had the opportunity to peek under the hood at other people’s businesses, and in the process, I’ve seen common mistakes that hold them back from effective storytelling:

• Mistake #1: Telling a story that’s too long or unfocused. Instead of rambling, you should keep your story concise and to the point.
• Mistake #2: Not connecting the story to the main message. You’ll get better results if you tie your story directly to the benefit or lesson you want to convey.
• Mistake #3: Using generic or clichéd stories. If you find it hard to come up with unique stories, try focusing on specific, personal experiences that only you can tell. Literally, what you had for breakfast today could be a killer story if you frame it right. Small, everyday moments are often best.

Just keep practicing and figuring out what resonates with your audience, and you’ll be on the right track in no time.

Step #3: Evoke Emotion 

Are you starting to get excited? I hope so. We’re just about there. You may be feeling a bit overwhelmed, and that’s perfectly normal. Any time you’re trying something new, it takes a minute to process it. Just be patient and stay with it.

Next, focus on evoking emotion in your copy.

Just as we felt awed and happily surprised by the Gojira/Marina Viotti performance and deeply moved by Celine Dion’s return to the “stage”...

... you can appeal to your reader’s emotions in your copy to help them feel joy, excitement, triumph, anticipation, and more.

Here’s how you can do this effectively:

• Use vivid language: Choose words that paint a strong picture and stir feelings.

• Tell emotionally charged stories: Share anecdotes that elicit the feeling you want to elicit in your audience.

• Address your audience’s challenges and dreams: Speak directly to the struggles and aspirations of your readers.

 This step is important because it helps you connect with your audience on a deeper level. Emotions drive decisions, and by tapping into them, you make your copy more persuasive and memorable. Make any adjustments you need to make before you move on.

What to look out for:

It may be hard to zero in on the right emotional tone for your audience.

What you can do is:

• Test different emotions: Experiment with various emotional appeals like joy, fear, surprise, and anticipation to see which resonates best.
• Analyze successful campaigns: Look at past campaigns that performed well and identify the emotional elements that contributed to their success.

By focusing on these aspects, you’ll be able to fine-tune your emotional appeals and make your copy more impactful.

Step #4: Innovate 

We’re just about done. There are just two more steps.

The ceremony’s use of the Seine River and the streets of Paris broke all the rules of how Olympic ceremonies are done. That’s a BIG part of what made it stand out.

You can do the same with your copy by trying unexpected angles, playing with punctuation, or using white space in an unanticipated way… anything that will make your style feel fresh and different.

What to look out for:

It may be tempting to stick to tried-and-true methods, but  sometimes it’s worth it to push yourself to try new approaches and embrace creativity.

• Mistake #1: Copying others’ styles without adding your twist. Instead, draw inspiration but make it uniquely yours.
• Mistake #2: Overcomplicating your copy. Innovation should simplify and clarify your message, not confuse your readers.
• Mistake #3: Ignoring feedback. Your people will let you know if they like what you’re up to… or not.

But by trying new things, you’ll keep your copy fresh and different from everyone else’s.

Step #5: It’s About Your Audience

This is the last step. Get ready to celebrate!

The opening ceremony captivated a global audience by celebrating diverse cultures, groups, and experiences. It appealed to our hopes and what we believe is possible when we come together.

Similarly, your copy should prioritize your audience’s interests and needs. Conduct research, use customer feedback, and tailor your copy to speak directly to your audience's desires and challenges. Bonus points if you create a sense of community for your people.

Here’s how to do it:

• Conduct thorough research: Take the time to understand your audience’s struggles, desires, and challenges. Use surveys, social media insights, and customer feedback to gather valuable information. This will help you tailor your messaging to what your audience truly cares about, making your copy more relevant and impactful.
• Create audience personas: Develop detailed profiles of your ideal customers. Include information like demographics, interests, and buying behavior (but only as it relates to your biz! You don't need to know where your Ideal Client buys groceries unless you're selling foodstuffs. Ya heard?). This will provide you with a clear picture of who you’re writing for.
• Speak directly to your audience: Use the language and terminology that your audience uses. Address them directly and make them feel understood and valued. This will build a stronger connection with your readers, increasing their trust and engagement with your content.

There’s more than one way to understand and connect with your audience. So more than anything else, do what works for you.

Bonus! 

And finally, here’s a Bonus Tip just for you!

This is something I started doing after years of trial and error, and it was a total game-changer for me: Create a swipe file.

A swipe file is a collection of successful copy examples, headlines, emails, and other marketing stuff you find on the Interwebs that you can reference for inspiration. Whenever you come across a piece of copy that grabs your attention or performs exceptionally well, save it to your swipe file.

Why this helps:

• Quick inspiration: When you're stuck or need a creative boost, you can quickly browse your swipe file to spark new ideas.
• Learning tool: Analyzing what makes these pieces effective helps you understand key elements of successful copy.
• Time-saver: Instead of starting from scratch, you have a library of proven ideas to adapt and use.

By maintaining a swipe file, you’ll always have a treasure trove of inspiration and strategies at your fingertips.

Congratulations!

You just learned how to write better copy by rocking the strategies used in the Paris Olympics opening ceremony. Follow the steps above to create engaging, emotionally resonant copy that captivates your audience.

I’ve given you 5 of my best tips to help ensure your success. Just knowing them isn’t enough, though. It’s time to act. So, get going and write some kickass copy!