A copywriter is a person who is paid to write “copy” – words planned/detail out to prompt action.
In simple words, copywriting is the act of promoting or selling a business, brand, product, or service, which makes it, by definition, a semblance of marketing.
Copywriting can take several varieties of forms:
- Blog posts
- Landing pages
- Video scripts
- Product descriptions
- Lead magnets
- White papers
- Etc, etc., etc
Sometimes, you want to drive an action instantly. This type of copywriting is known as “direct response copywriting.”
Examples of direct response copywriting include:
- A Twitter ad detailed out to get an ad click
- A billboard put into making you turn at the next exit and visit the place
- A landing page designed to obtain an email signup
- An email is planned to get a message in “reply.”
- A product description was drafted to drive an “Add to Cart” click.
On many occasions, immediate action isn’t always the goal. The reader/customer might not be in the position to take instant action when they see your copy or having them take quick action might not be the preference for everyone. This type of copy doesn’t have a crabby name, but the concept of marketing now for results down the road is fundamentally branding.
Examples of branding-focused copywriting include:
- A magazine ad designed to reveal readers to the brand
- A blog post prepared to educate and connect with the reader
- A white paper detailed out to establish the brand’s authority
These types of copywriting want action at some point in the future:
- The magazine ad wants to create a desire for the reader/customer to think about the brand and buy in the future.
- The blog post wants the reader to recommend the blog to others, signup, or buy in the future.
- The white paper wants the customer to purchase from the brand
This type of copywriting isn’t planned to drive immediate action, and that’s crucial because always attempting to cause an immediate action is counterproductive in many marketing frameworks.
Lets’s say if every blog post you read tried to get you to buy something instantly. Imagine the motive of every blog post is to get your attention for email signup that cut off the article’s essential conclusion and made you roll to read it.
Both branding scenarios and direct response scenarios make up a vital part of the marketing process.
Even if you’re a copywriter currently, chances are you could still sharpen your skills and become even better at your job. Fortunately for you, the journey from an average copywriter to a great copywriter might only take 1 hour of your precious time.
Sam Saunders, labeled “The Most Interesting Copywriter in the World,” was a keynote speaker at the Cannes Lions Festival of Creativity. Here, he disclosed the holy grail of copywriter secrets. Following ten tips can be what finally takes you to the next copywriting level.
1. Headlines are not just important but crucial.
When you start drafting your copy, think about what you say as a form of persuasion. Your goal can be anything, but you do want to grab the attention of your audience. It has to be something that makes you irresistible – there’s no better metaphor for your site and content copy.
2. No more “that.”
When you are writing headlines or copies, it’s time to delete the word “that” from your typing vocabulary. This blasé word may seem mild, but it’s unnecessary. Make sure to use this as an exercise to improve your vocabulary. How can you better work with your sentences to follow this tip?
3. No more “things.”
When you mention something as “things” in your copy, you’re hazy and unprofessional. Consider the title “The 5 Things You Need to Know about Content Marketing.” That’s dreary and boring. Instead, you can use “5 Significant Facts Every Copywriter Must Know for Instant Success.”
4. Good visuals are a must.
This is perhaps a no-brainer to you, but don’t worry – there’s more value to this tip than just this. Copywriting is an art, and you should be aware with the concept of space and how to use it well. A note; simple visuals need complex headlines, while more complex visuals need simple headlines.
5. Be anxious about syllables.
Don’t stress about how many words are there in your headline. You can have a 20-word headline that works better than a five-word headline just because of your word choice. The wile is to take into consideration syllables. When words flow better and are easier for your audience to identify with, they are more likely to click on and read the content if you can shorten words and still sound professional (like “fridge” vs. “refrigerator”).
6. Crucial to always have backup versions of your copy.
When you start writing a piece, this is your draft. Fine-tune it, and then save it as a different document. Your drafts shouldn’t be saved one on top of the other – each draft deserves its record. While this might seem like a waste, you never know when you will use them again, for reference or to find a line you almost let it go.
7. No one-bit humor.
One of the most prominent go-to’s in the world of copywriting is to use humor in your copy. You know you’ve cringed at more than one headline in your life just because the pun is so awful that you can’t help but physically react. Even if you don’t use this kind of ruse now, remember that it’s never okay. You don’t impress anyone – they’re laughing at you, not with you.
8. Slice all the fat.
One common problem you see with copywriters is they put too much in their headlines and copy. They throw in too much fluff to make their headline seem more impressive, or their copy is filled with unimportant info to meet word count requirements. Instead of depending upon your copy to do your work for you, plan into cutting down on all the faults and slip-ups in your piece, no matter what kind of content it may be.
9. Emotional, then rational.
Headlines and copy only allow you to snag the audience’s attention in a minimal amount of time. Meaning you have about a second to make sure that you have the complete focus of a reader. You don’t do this with data and facts unless they’re big shocks, so keep aside all the data until you get to your content’s meat. Grab the emotions when you start – when you dance with your reader’s heartstrings, readers notices you, and then you hit them with the hard facts.
10. Method conception is your key to success.
Don’t think of your message as words. While imagining your content, visualize your content as a person. When you do this trick, you get a better perception of your audience. When you finally craft content that speaks to your audience, you’ll be able to visualize your content as the demographic you’re targeting. This also allows you to write copy that makes a lot more sense. When you can envision someone speaking the words you register, you’ve got a winning copy on your hands.
These tips are all easy to implement, and they don’t require much effort and time. Understand them and remember them as you write down your next piece of content.