You made a great choice to be a copywriter. There’s no other time in history when the demand for copywriters has been higher than it is now. Think of a total of 1.5 billion websites on the internet, but only 200 million being active.
Might that be due to a shortage of copywriters? Probably yes! Anyway, whatever the case, the business world is in need of bright copywriters who can write highly engaging content that clearly communicates ideas to the readers.
Here are 12 tips and tricks to help you raise your copywriting skills to the next level:
The customer is the royalty. You may have always heard people say this. So, when it comes to copyrighting, focus on your customer’s needs and desires.
These are two important questions you need to answer in every piece of content.
Suppose you deal with eyeglasses. First, remind your audience how difficult it can get to study, travel, or carry out their daily chores if they’re short or long sighted and yet don’t have spectacles.
Move on to the need to wear spectacles to improve their vision while also enhancing their looks. And finally, disclose that you manufacture state-of-the-art spectacles that they’d love to try.
Avoid bombarding your readers with a lot of information about your company. Actually, customers focus more on getting answers and might really care about what you do. The main reason they read that email or article is to solve their problems.
It’s very easy for you to assume that you can write well. That might be true. No one is disputing. But there’s a great difference between writers who’ve taken professional courses and those who haven’t.
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You see it on news sites and blogs. While professional copywriters could clock in millions of views every day; the novices struggle with barely a hundred views. And that goes on for years despite their marketing efforts.
Would you like to be in the masters’ league? Find a suitable course for copywriters and marketers and work your way to the top.
Your readers will right away detect a shallowly written piece. They read the first two paragraphs, scan the rest of the content, and conclude that you either copied the text from somewhere else or you’re a novice in your trade.
Do you think they’ll come back to your site for more or open your next email? The chances may be very thin!
For that reason, make it your habit to dig for information like a gold miner looking for gold-rich ore. Prove to your readers that you’re a master in that particular trade. Transport their curious minds to a whole new world with well-articulated facts and figures.
Something that you can’t do so, is maybe something you don’t understand well enough, said by a famous physicist.
This is not at all contrary to the previous point. Being informative doesn’t mean you exhaust your readers with industry-specific jargon.
Understand that most of your readers may not be deeply versed in the field you’re writing about. They too are trained in other specialties or may be simply common persons out there in search for information.
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Imagine trying to convince a doctor to contract your house construction company using words related to finite element analysis. That’s best suited for academic papers. Instead, tell them about how your designs can ensure that the house doesn't collapse even in the face of strong winds, heavy rainfalls, and earthquakes.
Your readers feel drained whenever they meet an entire page of paragraphs without anything to break the monotony. The honest ones skip the entire page without a second thought. The more tolerant ones painfully struggle through the ordeal.
To make your content scannable:
Attention spans are currently at an all-time low. You’ll be surprised to learn that most of your readers spend less than one minute on your article or email. They simply glance at it to get the main points and off they get to the next business. Making your content scannable caters to even those readers with the lowest attention spans.
It’s true that you want the mighty search engines to rank you highly for certain keywords. The mistake is that you focus so much on the machines that you forget how your human readers will feel.
They usually can tell when your interest is more on the keywords than it is on them. Your sentences end up not being natural. That translates to a dull article. Very few people will read such pieces to the end.
Focus on passing the correct information in the most natural way. In actual fact, search engines have so far evolved to a level that they can distinguish between an informative and a keyword-stuffed article.
A big chunk of copyrighting involves converting your readers into your customers. You, therefore, need to be clear about what you want them to do at the end.
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Use persuasive and relevant call-to-action words. Try phrases like:
But don’t limit yourself to such short phrases. You have the liberty to lengthen your CTAs to phrases like:
Your creativity will help a lot here.
Which of the two sentences above is smoother, faster to read, natural, and impactful? The second one, definitely.
The first one is in passive voice. When you use such, the reader doesn’t feel that you’re speaking to them.
And that’s yet another point to note. Speak to your readers directly. Use ‘you’ and ‘your’ instead of ‘he, she, his, her, them, their’. They’ll emotionally connect to your content. It won’t be difficult to convince them to buy your idea.
Remember, your readers are smart. Don’t imagine it’s easy to convince the masses to pull out their credit cards and make a purchase.
You need to establish a high level of trust with your potential customers. Be genuine. Don’t make false promises and claims about your product. The first one to use it and get disappointed will spread your lies like wildfire.
So, take time to work on your product until you’re 100% pleased with it. Next, present the facts to your readers in a truthful but persuasive manner. Avoid copying content from your competitors. Your readers will easily tell that you’re a fake.
Suppose you’re reviewing a given laptop model. It’s not enough to simply state features such as:
Someone who is new to computer technology may not really understand how these features help them. And for that reason, the best practice is to accompany every feature with a related benefit. For instance:
Doing so immediately captivates the attention of your readers since they see how their problems are being addressed.
Your aim when writing is to build trust and credibility with the audience. Whenever you make claims, say X% of the world population being overweight, make sure to back up such claims with proof. Quoting and linking to a scientific study that was done may suffice in this case.
You can also use the following strategies to back up your claims:
Mean business when you sit down to write. Avoid distractions like the TV, emails, chats with friends, and aimless surfing of the internet.
Focus on the work at hand. This way, you’re able to generate a logical flow of ideas. For long-form content, you may want to take breaks between sections so that your productivity isn’t compromised.