Drafting a creative copy will enable you to build a better harmony with your audience, and since this is a crucial part of encouraging a flow through the funnel to conversion, you need to make sure you’re getting it just right.
1. Fill your mind with research
At some point, we have all heard the saying: ‘it’s not what you know, but who you know well, this does not necessarily apply when creating good copy. Let’s see why:
The more facts and information you have when writing, the more ideas you are able to traverse, so take a lot of time to carry out research and learn as much as you possibly can about as several appropriate topics as you can. To cite the ‘Father of Advertising, David Ogilvy;
“Stuff your conscious mind with information, so you always have plenty of material to work with.”
Going deep into essential sources of information will enable you to state important facts easily, form solid opinions, and provide better solutions in your writing. What is others’ opinion about a particular subject? How do they present these ideas? Do you agree? Or disagree? Is there another catch of the story to tackle? Let it all out in your writing.
2. Always write for your readers
As clear as the heading says, it cannot be stressed enough how crucial it is to know your audience and make them a part of your copy. Who are the people that browse your website, products, and services, daily read your blogs? What matters (or not) to them? Why are these people attracted to your brand? What are their bugbears? You have to think about how they would think and write how they would write.
3. Do write by you
If you want to stand out from the crowd, you’ll need t show a stack of personality in your writing, so communicate those dazzling ideas of yours in a way that is as distinctive as your brand is.
Calling upon several writers is a great way to add lots of flavor to the mix – so as long as everyone is working in a manner that fits your company values and meets your audience’s needs.
4. Break down long paragraphs of copy
Most of the time, your readers aren’t reading – according to a study from the Nielsen Norman group, 79% are simply skimming the content on a page, and as few as 16% will read every word (we love you a lot)
Today, attention spans are shorter than ever because of the digital revolution, primarily because of social media. Crafting engaging copy requires you to make that copy bite-sized and scannable, so your readers can immediately get the crux of what’s being said.
Here’s how to grab the attention of those skimmers(your readers):
- Use bullet points or numbered lists
- Indent quotes and essential action points
- Include headings and subheadings
- Use different styling wherever necessary with bold, italic, underline.
- Make sure to keep paragraphs and sentences clear and concise.
It’s not a piece of cake to write genuinely compelling copy, but you will get considerable rewards in getting it right. So make it controversial, put some visuals, and try to push the buttons of your audience.
5. Content is like life. Give it a purpose
Stop and take a deep breath and observe; you don’t need to create content for the sake of content. Those days are now completely gone. Yes – it’s thoughtful to have a massive library of content for your audience to browse through, but every piece of that content should be written with a purpose and position into the more comprehensive content marketing plan.
Before publishing on any copy, triple-check that it functions to fit this bill:
- Engages your audience
- Builds some trust
- Encourages action toward conversion
Not meeting these three basic requirements puts you at risk of creating a shed load of mediocre content. And it is going to do nothing to help achieve your long-term goals.
6. Headline Dilemma
Recent studies have published that around 60% of links are shared on social media without ever being clicked (I know you, you’re guilty). Obviously, we do want people to connect our content and read it, enjoy it, and share it, but stats like these highlight the critical role played by the headline alone – it needs to sell your story.
This theory goes way back to the days before the flurry of online content and social media. Copywriting legends dedicated chapters – books even – to the art of writing the perfect headline. To reference Ogilvy once more;
“Five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Clickbait-y style headlines have their time and place, but this trick will help you very little to achieve long-term goals. If you are in a dilemma for a good headline, then work backward – complete your copy first, and then use this to develop the final title hence why this is the penultimate tip.
7. Center everything toward a call to action
There’s no or little point in spending hours writing all of this awesome content if it just leaves your readers in the lurch.
Rounding up with a friendly call to action (CTA) is integral to the success of your copywriting.