Copywriting That Compels and Converts
What is copywriting and why is it essential? Copywriting is the art and science of writing direct-response copy that sells a product or service by convincing prospective consumers to take some form of action. In today’s increasingly digital world, it is critical for online marketing success. Unfortunately, poor and inefficient copywriting can be the underlying downfall of even the best email campaigns, web pages, and blogs.
Whether you are a business owner, marketer, blogger or anyone else who seeks to convert your readers into consumers, this article is for you. Here is how to maximize the effectiveness of your copywriting.
Know your audience.
Successful copywriting comes from acquiring a solid understanding of your audience. Before you write, take into account the following:
- Who are you writing to?
- How do they think?
- What are their needs?
- What action do you want them to take?
Consumers purchase or take action based on the principle, “What’s in it for me?’ Your consumers need to understand how your product/service will ease their life, save time and/or money, or make them feel better. Appeal to their needs and desires by invoking emotion that focuses on benefits rather than features. The more knowledgeable you are about your target audience, the more targeted and relevant your copy will be.
Determine your value and unique selling proposition.
The best way to determine these factors is to keep asking why.
- Why is the product/service important?
- Why should the consumer be interested?
- Why should they buy it from you?
- What are the key differentiators?
Be specific and offer evidence. Specifics garner engagement from your audience because they are believable, relatable, and create intrigue. Evidence gives your brand credibility and your consumers assurance. Use the power of social proof! Incorporate testimonials, statistics, accolades, endorsements, and reviews. The more you set yourself apart from the competition, the higher your chances of increasing conversions.
Compose a leading headline.
This is the most essential line of your copy because it will determine whether your reader is inspired to keep reading. Your goal with every sentence as the writer is to get your audience to read the next one. Strive to write a strong headline that is brief, memorable, and noticeable. Examples include curiosity teasers, informational/benefit lead-in, and an urgency headline. When writing headlines, ask yourself, “Would I read this?” Consider what would get your audience to say “yes.”
Follow the 3 C’s: Concise, Clarity, Call-to-Action!
Effective copy gets to the point. A general rule is to assume the reader does not know what you do. Be thorough in your explanations. However, be sure to avoid jargon and excessive phrases that risk confusing your reader. Use words that convey a direct command. Energize your copy with verbs and minimize overuse of adjectives. Include a killer call to action that gives your audience an incentive to respond. Increase your conversions by telling your reader exactly what to do, where to go, how to accomplish, and when to act. As you begin to edit your content, strive to reduce your text by 30 to 50 percent of the original text.
Compelling copy ensures that your audience not only understands the offer, but most importantly invigorates them to take action! With research, preparation, and diligence, you can write effective copy. Remember to engage your audience, convey your message clearly, and create a strong call to action and soon you’ll reap the rewards of a higher return. Happy writing!