As a marketer, it is crucial to understand the role copywriting plays in marketing campaigns. You can find a copy everywhere; landing pages have them, marketing emails for promotion have them, social media posts and creatives need them, even the pitch you present to a prospect has them.
The purpose of a copy is to act as a communication medium between your customers and your business. It’s there to drive conversion and sales for your business. Thus having the right copy is often the key to converting users to customers. Here are 7 tips for mastering the art of copywriting.
You will only get sales successfully if you are presenting your products to the right audience; hence, identifying your audience is necessary. It won’t matter if your copy is exceptional if it isn’t directed towards the right people. A practical method to find the right audience is by user personas.
You’ll need to do some research and figure out the common things between the people who usually interact with your products and services. Based on these traits, you can create different groups, making it easier to target your individual campaigns in the future.
Converse with your Audience
When writing copies, try to be conversational with them; include terms such as ‘you’ or ‘yours’ etc. It would be best if you aimed to make the user feel like the copy is directed towards them. Third-person points of views are mostly useful when writing a story or a novel.
When it comes to converting potential customers, focus on providing more of a second person point of view. Being conversational with your audience builds a stronger connection between both of you.
Including facts and statistics increases the chances of conversion, as it offers users more insights about the end results of using a product. For example, the chances of someone adding facts in their copy is below 30%, which is why most of them do not work as expected.
Adding quantifiable facts ensures users how the new service or product can help them in their day to day life, At the same time, it is crucial that you do not go overboard with this, as it can quickly turn off people’s interests. Including facts and statistics ensures that the sources have done their research and are providing factual information.
Stir Users into Action
If you want conversions, you need your stir users into taking action. Sure adding a call to action in our copy helps, that does not mean you should wait until they reach the part to take action. Try to add action verbs throughout all aspects of your copy. This is why quantifiable facts and statistics can come handy; hence, don’t forget to include words that inspire action.
Don’t Be Complex
The rules are simple here if someone doesn’t understand the language you speak, the chances of them converting as a customer are close to none. Higher complexity equals low conversions; therefore, always try to keep your copies as simple as possible.
At the same time, keep your copy short as well. If it takes too long to read, the user will lose interest and might skip out on continuing any further. Keep them concise and simple enough to be understandable, and you are good to go.
When writing a copy, you must keep SEO optimization in mind as well. Before writing copies, determine what your audience is searching on the internet. Once you know the search terms, write a copy surrounding that concept. Targeting the keyword that is most searched can maximize your chances, but beware of keyword stuffing as well. Include other SEO friendly tactics such as interlinking, meta titles and descriptions, and so on.
Headlines are crucial for conversions, as only one out of five people continue with the rest of the copy; the rest only read the headlines and move on. So if you are not optimizing your headlines properly, you are losing potential customers. Therefore, try to keep headlines to the point, include what the user will profit from the article, add target keywords, be clear and write a copy that relates to your audience’s emotions.