Copywriting is a simple but powerful tool that can greatly improve your marketing communications.
Your website, emails, social media, blogs and direct marketing materials represent your company. Good copywriting will make you look professional and trustworthy.
To increase your conversion rates, your written content must contain valuable information that your audience finds relevant and can digest easily. To do this, every business should develop an effective copywriting strategy that converts leads into customers.
If you plan on writing content for your company but aren’t used to writing regularly, copywriting can seem intimidating. But fear not – we’ve shared some easy ways to strengthen your writing skills.
To create copy that engages your audience, you must understand their language.
If your business doesn’t have one already, create a buyer persona. This is a fictionalised person who embodies the characteristics of your customer base and can help improve the way you deliver content to your audience.
You also need to consider how the digital age has affected your customers. What social media platforms do they prefer? Facebook has a more mature tone compared to Twitter, for example, so the copy in your posts and adverts should reflect this.
For copywriting with impact, ditch the passive voice. A passive voice focuses on the verb (action) within a sentence and can come across as de-emphasising the importance of the subject.
An active voice is where the subject of the verb is doing the action. Content written in an active voice is direct and compels your audience to act.
Verbs are also key to crafting a strong voice. Verbs are action words that give your written content more authority. They’re hard to ignore, unlike adverbs and adjectives which can clutter your text. Having a list of powerful verbs in your arsenal will put you at an advantage.
A brand personality is a set of human traits/characteristics applied to a brand to indicate how it behaves, and who it is suited for. Voice, style, lexicon, values, and your unique selling proposition (USP) are all important when creating a brand personality.
Your USP is what your business stands for. It defines your company’s unique position in the marketplace, allowing your business to set itself apart from the competition. You can read how to create your own USP here.
Visitors have a shorter attention span when reading online. They want information that they can easily skim. You can solve this with some clever visual tricks that draw your reader’s eye to where you want it to go.
There are many ways to break down your content into digestible sections. These include:
Confident copywriting is persuasive. Ditch the ‘weasel’ words, aka the vague qualifiers that make your copywriting sound weak. Consider the following sentences:
“These dishwasher tablets should remove most tough stains.”
“These dishwasher tablets will remove tough stains.”
The second sentence delivers. Its tone is assertive and gives you confidence in the product’s ability to perform. Imperative ‘bossy’ words (will, do, can) are put in place to strengthen your copy and to build trust with your audience.
Build trust and credibility with your readers by backing up and qualifying your statements with evidence. Links, quotes and references are just a few ways of sounding confident in your copy. You can also add:
Outbound links are also great for boosting your website SEO.
A lot of thought and research goes into crafting the perfect headline. An attractive title is the first step in convincing readers that your products or services are right for them, so you need to give it some thought. Make it about them. Add a personal touch by including ‘you’ in the title. Try to keep it short and punchy.
Your business objectives need to be clear before writing any copy. Whether you’re looking to boost your email conversion rate, target new customers with leaflets or raise brand awareness on social media, each campaign should have its own purpose that reflects your company goals. If your objectives aren’t clear to you, then they won’t be clear to your reader.
Each word within your copy must count. Email fatigue means that customers have shorter attention spans online, so your content should be short, visually appealing, consistent and spotless.
Your writing should always be proofread. Reading through your work sounds like a simple task, though don’t take it lightly. Leave it for a few hours and come back to it with fresh eyes, or ask someone else to read it. Applications like Grammarly can spot any spelling and grammatical mistakes that you may have missed.
The right emotions can inspire strong feelings in your audience, prompting them to perform the desired action. Writing logically is fine, but connecting with your audience on a deeper level is much better.
This type of persuasive copy can be tricky, though doable. Convey the benefits of your product or service by starting off with a story, and weaving its objectives and emotions into to justify the rest of your text. Make it something that engages them on a deeper level, but doesn’t steer from your company’s image.