Copywriting is something that most novelists avoid like the plague because it can be so boring and they feel it is a pointless exercise. I agree it can become soul destroying, but if you want to have a greater reach to your potential audience, and urge them to purchase your novels, then it is one of the key ingredients you will need to master. Remember, your mission is to create a strong connection with your readers so they will keep purchasing your novels. Here are a few tactics that you can try out in your copywriting.  

Rhyming – this can be used in both copywriting and fiction. Rhyming is important because it creates a sequence of words that will stick in the reader's mind for longer. The human brain loves patterns, believe it or not, and that is why you always find you remember song lyrics from your childhood. The key is to make the rhyme seem smooth and discreet. If you want to see a great example of this at work then look no further than Shakespeare. He used a method known as Iambic Pentameter which is a type of poetic measuring tape that always accentuates the even-numbered syllables. For example, ‘But, soft! what light through yonder window breaks?’ Read it aloud and see how you emphasise the even-numbered syllables. Philip Larkin also used this method a great deal in his work. We all use patterns in everyday life without even realising it; think of how you recite your telephone number when asked for it. In a pattern of three digits right?

Another effective method is the use of anaphora; this is when you repeat a word at the start of a few sentences to reinforce your message. This is a great way to instil some important piece of information into the reader's mind. A fine example of this is the opening of The Tale of Two Cities. ‘It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair.’ Absolute genius.  

Use simple language as the reader will much prefer to read a book with ease than try to understand the terminology being used. Do not complicate the story by using words that are not commonly used in conversation.  

Humour is a great way to connect with your reader. You can use humour in any genre of novel actually. If you insert humour when it is least expected, your novel with definitely become more memorable. Using it in a horror novel will put the reader off their guard for a moment, and then the climactic scenes will become even more intense. Humour in a romance novel is a useful tool to make the storyline and character relationships more realistic and less Mills and Boon. 

Using metaphors and analogies is a fantastic way to build atmosphere in a scene. For example, lips as red as blood, or black as ebony. When you read that a character is spineless, it doesn’t literally mean that, of course, but it is effective to describe a character's personality

These are just aids to enhance your novel. The most important aspect is the story itself. You have to build an emotional connection with your reader first and foremost.