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Copywriting is the art and science of strategically writing and delivering words that communicate effectively to your audience. Good copywriting is about getting people interested in your products and taking actions to obtain them.
Website copywriting is an invaluable part of all Marketing activities. These include Inbound Marketing and its components: Content Marketing, Social Media Marketing and Email Marketing as well as traditional advertising and print marketing campaigns.
Copywriting is also necessary to create effective offline communications for billboards, sales kits, flyers, etc.
Copy is written content primarily used for the purpose of advertising, marketing and sales. This type of written material is often used to persuade a person or group as well as raise brand awareness.
1. Start Your Copy with Benefits and then take up the Features
Start with benefits; benefits are what your prospects want from your products and services. For example write about benefits such as ‘weight loss’, ‘all natural, non-GMO’, then take up the features, ‘contains fat burning herbs’, is ‘delivered to your door’, etc.
2. Speak Your Prospects Language
Try to avoid jargon and words that make your copy difficult to understand. Good copywriting uses language appropriate to the audience being targeted. It is fine to use big words and technical terms in research papers and scholarly articles where your audience expects such writing. However, when it comes to sales copy try to keep things simple and to the point. Use plain language without too much flourish.
3. Enhance Your Copy with Appropriate Visuals
Using visuals to support your copy is important. Your words might be superb but relevant images and graphics can help to convey your message faster and more accurately. There is nothing like high-quality product images alongside good quality copywriting to get your message across effectively.
4. Write for People that Scan and for People that Read
Use short paragraphs, bulleted lists and bold or italicise relevant phrases. This way your copy can be quickly scanned. Most people scan copy before deciding whether or not it is worth reading in full. If you can convey the core idea of your content through intelligent highlighting, you will still be able to get your communication across to even the most impatient reader.
Long copy can contain a lot of valuable and many readers will appreciate the attention to detail and depth, just make sure your copywriting is also scannable.
5. Backup Your Claims
If you make claims about your products or services, then try to back them up with some evidence. Granted, this may not always be possible, but it will help to make your copy that much more persuasive.
6. Write First, then Go Back and Edit
Writing has a rhythm or flow. You get a great idea and you start to write and so long as you keep writing you will get your message down. Don’t worry about stopping to fix every spelling mistake. Leave the editing until after you have completed getting your idea or thoughts written down.
7. Tell Your Readers to Act
Tell your prospects exactly what to do next. Make your contact information highly visible. Direct attention to this using concise Calls-To-Action. Believe it or not many people go around in a sort of hypnotic daze. By being assertive (not aggressive) you are more likely to get people to take action.
Make your copy compelling and persuasive; you want to captivate your audience. No one wants to read too many facts or endless statistics. If you can talk, you can write great copy.
Know your clients or prospects and put yourself in their shoes. Ask yourself questions like – ‘What would keep me awake at night when it comes to…?’ or ‘What problems am I trying to solve and how would this product or service help me?’. Make a list of all the questions you think your prospect may have about your products and services. Then write down clear, to the point answers.
Know your customer or prospective customer – who are they, how do they buy? If possible get a survey done so that you can more closely identify with their emotion on the product or service which you want to sell. A survey can also tell you what they most desire or expect from that product or service. Surveys will give you valuable insight and allow you to create more compelling messages.
Remember, your prospects are already bombarded with marketing messages and messaging ‘noise’. So make sure your copy cuts through it, by addressing real needs and the emotions connected to their problems.
When doing copywriting, write as if you had the person in front of you. Know that the more you write, the better you will become. Copywriting is a skill and like any skill you need to practise to improve and master it.
Image Credit: 123rf.com
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