If your weekly reports and click rates have taught you anything, it’s that the words you choose play a pivotal role in capturing attention. As the saying goes, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” In the landscape of content marketing, effective copy is not merely an extra but a linchpin for boosting post engagement. Think of it as the secret sauce that transforms your content strategy from good to outstanding.
Don’t relegate compelling copy to an afterthought; it deserves a prime spot in your content strategy. As you gear up for your next campaign, consider these copywriting tips as your toolkit to not only grab but maintain the interest of your audience. The right words can motivate people to take a closer look at your product or service.
More readers = more engagement. Keep this list of #copywritingtips handy the next time you need to write compelling copy! Click To Tweet
What Makes Good Copywriting GREAT?
In the vast world of content, good copywriting doesn’t just communicate – it captivates, compels, and converts. David Ogilvy, often hailed as the “Father of Advertising,” left an indelible mark on the world of marketing with his timeless insights. According to him, effective copywriting goes beyond creativity; it’s about selling creatively. His words echo the sentiment that good copywriting isn’t merely about linguistic flair; it’s a strategic tool to influence and persuade.
The Four C’s
To craft quality copy, embrace the “Four Cs” – a mantra coined by Ogilvy himself. It’s a formula focused on delivering messaging that is clear, concise, compelling, and credible.
Clear Messaging
Imagine you’re telling a friend about something exciting. Great copy is like that – crystal clear and easy to understand. No confusing jargon or tricky words. Keep it simple, and your readers will get what you’re saying without scratching their heads.
Conciseness Matters
Ever read something that felt like it went on forever? Great copy avoids that. It’s short and sweet, getting straight to the point without any unnecessary fluff. Think of it like delivering a punchline – quick, impactful, and memorable.
Compelling Narratives
People love stories, and great copy is no different. It weaves a tale that grabs attention and sticks in the reader’s mind. It’s not just about facts; it’s about creating a connection through a story that resonates with your audience.
Credibility is Paramount
Think of great copy like a trustworthy friend. It doesn’t just say things; it shows proof. Whether it’s through facts, statistics, or real-life examples, your words carry weight and earn the trust of your readers.
By following the Four Cs, you’re not just writing – you’re crafting a piece that speaks to your audience, keeps them interested, and leaves a lasting impression. It’s like having a superpower kit for writing that stands out and gets noticed!
Copywriting Tips to Add to Your Checklist
When scrolling through your social media feed or browsing a list of Google searches, what entices you to click? What words are your competitors using to boost traffic and generate engagement? Writing good copy doesn’t have to be complicated.
The next time you go to write, practice these 11 copywriting tips to enhance your content.
- Use Power Words in Headings and Subheadings
- Know Your Target Audience
- Be Direct and Clear
- Use Active Voice for Maximum Impact
- Appeal to Users’ Emotions and Interests
- Use Friendly and Readable Language
- Break Up Your Paragraphs
- Set Aside Ample Time to Research
- Use Explicit Calls to Action
- Provide Proof for Data or Claims
- Tailor Your Writing for Social Formats
1) Use Power Words in Headings and Subheadings
The art of using power words in headings and subheadings can transform your content from ordinary to extraordinary. Power words, such as inspiring, memorable, gigantic, and crazy, possess the ability to inject vitality and allure into your headlines. Here are practical examples and tips to make your headings truly stand out:
- Before: “Ways to Boost Productivity”
- After: “Supercharge Your Productivity with These Jaw-Dropping Hacks”
- Before: “Healthy Eating Tips”
- After: “Revolutionize Your Health with These Unbelievably Simple Eating Hacks”
2) Know Your Target Audience
Do you have a good idea of who you’re writing to? Your target audience is kind of like guests at a dinner party; each person has unique preferences and tastes. Understanding your audience is like being the host who tailors the menu to satisfy everyone’s palate. If you serve sushi to a group expecting barbecue, they might not stay for dessert.
Learn about your audience – their age, location, and preferences. Adjust your language and tone to match their style, using a casual approach for the younger crowd and a more technical one for business professionals. Just like knowing if your guests prefer action movies or deep conversations, understanding your audience’s values and interests helps tailor your content to make it relatable and appealing to them.
3) Be Direct and Clear
When you’re writing, skip the fancy talk and get straight to the point. Nowadays, people skim through content, so make it easy for them to find what they need. Here’s an example of how confusing content can be simplified:
- Bad Example: “At our state-of-the-art car care facility, we aim to provide a concise and efficient service that caters to the diverse needs of our esteemed customers.”
- Good Example: “Get a shiny car in no time – quick, simple, and hassle-free!”
4) Use Active Voice for Maximum Impact
When it comes to impactful writing, choosing between active and passive voice can make a significant difference in how your message resonates with the reader. By using words like “you” or direct action verbs, you put the reader as the subject and draw attention to how they can directly apply what they’re reading.
3 Reasons to Choose An Active Voice
Engages the Reader
- Passive Example: “The benefits of our service can be seen in your vehicle.”
- Active Example: “See how our service benefits your vehicle.”
Clearer and Direct
- Passive Example: “Information about our promotions can be found on our website.”
- Active Example: “Check our website for the latest promotions.”
Shows Application
- Passive Example: “Concerns about your vehicle’s performance are addressed by our experts.”
- Active Example: “Our experts address your concerns about your vehicle’s performance.”
5) Appeal to Users’ Emotions and Interests
Instead of just talking about what a product does, tell a story that touches their emotions and interests. Help them imagine how your product fits into their life and makes them happy. Be real and honest – let your writing show why your product matters.
Great copywriters understand that content is an opportunity to invite someone on a journey through emotions and stories, making them excited about what you’re offering. So, get ready to tell compelling stories that make people not just understand your product but want it.
6) Use Friendly and Readable Language
Friendly language doesn’t mean texting shortcuts, but it does mean being conversational. Write like you’re talking to friends with different education levels. Keep it simple, skip the jargon, and make it easy to understand. This human touch makes your content more inviting.
In the digital world, remember you’re writing for people, not just machines. “Readability” is key – search engines like content that’s easy to read. So, when your writing feels human, it not only connects with your audience but also ticks the boxes search engines love. Find that sweet spot, and your content will appeal to both your readers and the algorithms.
7) Break Up Your Paragraphs
When people read, they prefer bite-sized info chunks. So, keep your paragraphs short, ideally five sentences or less. This not only makes reading faster but also makes it easier for readers to scan through your content effortlessly.
In addition, make your content easier to read by using things like bolded headings, bullet points, and whitespace. These tools help organize and present information in a visually appealing way.
8) Set Aside Ample Time to Research
Take the time to dig deep into your topic, whether it’s something new or familiar. Don’t just recycle information your competitors have already shared; instead, carve out a chunk of time for thorough research. Your reader wants fresh insights and valuable content, not the same old stuff. So, dive into the facts and trends in your industry, and make sure your writing stands out with information that genuinely matters.
Pro Tip: Boost your SEO ranking by producing unique content on your website. With more detailed and knowledgeable content than your competitors, you will quickly become an expert in your field.
9) Use Explicit Calls to Action
In copywriting, the goal is to engage and guide your reader. Make your calls to action (CTAs) explicit and clear. Be concise, ensuring your reader knows exactly what action you want them to take. Here’s a list of explicit CTAs:
- “Click Here for More Information”
- “Subscribe Now for Updates”
- “Explore Our Products”
- “Sign Up for a Free Trial”
- “Shop Now for Exclusive Deals”
- “Learn More About Our Services”
- “Follow Us on Social Media”
- “Download Your Free Guide”
10) Provide Proof for Data or Claims
Build trust in your content by proving your claims with evidence. If you share stats, include the source or a link to the study. Do the same with quotes, attributing them to the original speaker or publication. This straightforward approach not only boosts your credibility but also shows your commitment to being accurate and transparent.
In a world where people are naturally skeptical, providing clear evidence is like offering a trusted handshake. Buyers want to be sure your product works, so back up your claims with facts. Add testimonials, case studies, or references to reliable sources to make your content not just trustworthy but also helpful for your audience in making informed decisions.
11) Tailor Your Writing for Social Formats
In content marketing, not all social media formats are created equally. Twitter is known for having a constrained word count, Instagram makes hashtags their priority, and LinkedIn is used primarily by professionals.
To connect with more people, make each piece of content suit different audiences. Instead of using the same style for everyone, customize your content to match what different groups like. Think about what each group finds interesting or useful, and adjust your content to fit. This way, your content becomes more relatable and engaging for a broader audience.
Copywriting & Google’s E-E-A-T Guidelines
All of these copywriting tips come together to meet Google’s E-E-A-T guidelines – Experience, Expertise, Authoritativeness, and Trustworthiness. When you craft engaging content, ensure a positive user experience, and showcase your expertise, you’re hitting the right notes according to Google.
In turn, this helps your content get to page 1. Getting to Page 1 isn’t just about visibility; it’s a gateway to increased engagement for your business. Users are more likely to interact with content on the first page of search results – leading to higher click-through rates, more visits to your website, and potentially increased conversions.
What Will You Write Next?
As you gear up for your next blog post, remember these key tips to grab your audience’s attention and boost engagement. Effective copywriting isn’t just about words; it’s about crafting content that people want to read and find valuable. So, before diving into your next project, consider how these tips can make your writing more appealing to potential customers. Whether you aim to inform, entertain, or persuade, these strategies enhance your chances of connecting with your audience.
By optimizing your copywriting, you not only attract readers but also increase the chances of potential customers buying your product. Crafting content that resonates with your audience is a potent tool in the conversion process. So, keep these tips in mind for your next writing endeavor, ensuring your words not only reach but also contribute to the success of your business.
What type of copy engages your audience most? Share with us on social media!
ORIGINALLY PUBLISHED DECEMBER 2019
