Being able to sell your products or services in written words will never go out of style. The core of copywriting is the message you want your target audience to receive. YOU know the kind of information that has to be “out there” from your company, so it is best to get your hands dirty to ensure that the message delivered is LOUD and CLEAR. Yes, you can hire a copywriter to do the job, but wouldn’t it be great if it involved a more personal touch? At the very least, you must ensure that the final copy can reflect what you are trying to convey exactly.
How vital is copywriting?
Award-winning copywriting agency Melotti Media stands with the belief that copywriting is essential because it drives profitability, earns ROI and achieves your business’ goals by convincing the target audience that your product offering will solve their needs and offer them value. If you harness strong copywriting, these positive results will lead to commercial success.
A lot of business owners underestimate the importance of good copywriting. Good copywriting can help a business to attract interested passers-by and turn them into paying customers, as well as devoted supporters!
Mastering the art of copywriting
Unfortunately, copywriting is not a strong suit for most SME owners.
But don’t be discouraged just yet!
It’s plausible to brush up your writing skills and make your copy more compelling by keeping some best practices in mind.
1. Know Your Objective
Before you start writing your copy, it is advisable for you to think of what you want to achieve with the marketing piece. With an objective, it can help you to stay focused and stop you from getting carried away with additional irrelevant information that brings few benefits to your customers.
2. Consider what’s important to your target audience
Exploit your product’s benefits and not just their features. Customise your copy according to how the product can be of help to consumers and why it is better than your competitors’. The secret to success is that you thoroughly understand all the advantages of your product. Ask yourself these questions when you’re trying to list your product’s benefits.
Will the product…
- Save them time?
- Save them money?
- Enable them to make more money?
- Decrease stress?
- Make them happier?
- Alleviate a concern?
Additionally, be careful with your pronouns. Use “you” instead of “we”. It is important that you know how to address your customers in the copy. Marketing pieces written in a second person perspective are more effective as they are more personal. After each piece of promotional content is written, review your draft and make changes to ensure that it is customer-focused.
3. Be Genuine
The type of industry and business you are in, as well as the characteristics of your customers, will play a huge role in deciding the kind of tone you should be using in your copy.
If you prefer an easy-going and informal approach to the customers, it’s more appropriate to write your copy in a conversational tone instead of being overly formal to create a better customer experience.
For example, “The band performed some killer funk tunes that really got the energy going, bringing the house down,” is something that would work well for an entertainment magazine targeted at the younger generations. The tone for a luxury lifestyle website, however, may publish something along the lines of, “The orchestra captivated the audience with a flawless performance, drawing a thunderous applause.”
Most importantly, try to be as authentic as you can. Go easy on the slang and jargon. If you’re unsure of whether customers will understand the terminology that you use, find other ways to get your points across. This also applies when using humour in the copy. Not everyone has the same sense of humour as you and there’s a fine line between what’s funny and what’s insensitive. It is best to consult with people from various backgrounds to review your copy and get their feedback before injecting your wit into it.
4. Realise that Less is Usually More
NO one wants to read a marketing piece with a HUGE block of text. It will overwhelm the readers and risk them tuning out. Include all essential information in your copy, but do it in the least amount of words possible. Compelling copywriting informs your customers and gives them sufficient directions on how to proceed – be it to make a purchase or get more information.
5. Always Include a CTA
The main goal of any ad or marketing piece is to get a response from customers. Grab their attention with a strong call to action (CTA). Consider using a strong verb or question to lead your CTA paired with either a hint of the rewards that readers will get if they do, or what they will lose if they don’t.
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6. Keep a Collection for Inspiration
If you ever come across an interesting marketing piece, KEEP IT! Rather than seeing it as “junk” mail, consider it as a copywriting sample to serve as inspiration for your future campaigns. It’s advantageous to have diverse marketing pieces from different industries in your collection, besides sorting through them for suggestions about how to make your wording simpler and more effective. Collecting junk mail also ensures that you have designs on hand to show your graphic designer any particular looks that you feel will work well for your needs.
Useful Tools to Help You
Now that that’s out of the way…
Like any other job, you might require the use of some tools to help you along. Luckily for pro copywriters, and also beginners, most tools can be found online – making this creative process a bit easier.
Readable is a tool that tells you the readability of your website copy. Simply copy and paste the text itself directly into the tool, and Readable would measure the reading speed according to a variety of established formulas.
In other words, you get the highest possible evaluation of how difficult the marketing piece is to read. And knowing the audience’s readability standards will help you draw and keep more consumers online.
The Hemingway App shows you a lot of different information on what you’re writing. This information includes the grade level, word count, how many sentences are hard to read, which sentences have easier substitutes, how many adverbs you used and how many times you used a passive voice.
That’s a lot of information from one tool which makes the Hemingway App one of the most effective copywriting solutions on the Internet.
WordCounter is a website that shows you how many times you’ve used certain words in your copy. So, if you’re concerned about repeating words such as “just” or “much”, you can check with WordCounter.
It’s easy to use and it is one of the best ways to prevent yourself from being repetitive in your copy.
4. Unsuck It
If you’re in a professional field and fail to break down complex industry terms that the audience can quickly read and comprehend, you’re in danger. This is where Unsuck It comes in.
Although this tool is not a miracle worker, it’s a decent place to start.
All you have to do is enter the jargon you need to translate, and Unsuck It will spring into motion, either by describing the jargon or by giving you synonyms (along with a few jokes thrown in).
Even if you don’t find the words you’re searching for here, it will provide a decent starting point that you can take to Thesaurus while giving a clearer understanding of how to translate any of the terms if they can’t deliver you the best solution themselves.
Other than words, visual content also plays a role in retaining customers’ focus. Pictures and illustrations should be used to visually boost the copy. Canva lets you create and design your own images free of charge. With it, you can personalise social media illustrations, logos, posters, infographics, advertisements and reports.
It can also be tough to get a supporting picture that reflects and reinforces what you put into writing. Optimise your ideal illustrations using Canva to match your copy as you wish.
Yes, copywriting may not be the talent you were born with, but key messaging to the audience is something you can take control of. Besides the small business copywriting advice above, you can also get valuable ideas from blogs dedicated to the art of copywriting. Do checkout Copyblogger, Copyhackers Agency and Contently.