Have you ever read a piece of content and thought to yourself, “Wow, that was really good”?
Chances are, it wasn’t just the quality of the writing that caught your attention, but also the way the copy made you feel. Maybe it gave you a sense of urgency or maybe it made you laugh out loud.
Whatever the case may be, great copywriting is about more than just good grammar and sentence structure. It’s about understanding how to tap into your audience’s emotions and write in a way that resonates with them.
In this post, we’re going to take a look at why good copywriting is important and some tips on how to write marketing copy that converts. By the end of this post, you’ll have a better understanding of how to craft effective copy for your website, emails, ads, and more.
Let’s get started!
Why is Copywriting Important?
Copywriting is more than just stringing a few words together. Copywriting is the process of writing persuasive marketing materials that leave a lasting impression on your audience and drive them to engage in a desired action such as making a purchase or signing up for a newsletter.
Good copywriting is essential for any business that wants to succeed online. You only have one chance to make a good first impression and get your readers hooked, so be strategic in what you write.
Did you know that “on average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents of your dollar.” (Copyhackers) Even more reason to write it right!
After all, without an effective copy, it would be difficult—if not impossible—to generate leads or make sales. And yet, many businesses struggle with how to write copy that actually converts. If you’re one of those businesses, don’t worry—we’re here to help!
6 Tips for Writing Content That Converts
1. Focus on One Call-To-Action
Always include a call-to-action (CTA) in your copy! A CTA is a sentence or phrase that tells the reader what action they should take next. For example, “Contact us for a demo now” or “Sign up for our newsletter today!”
When it comes to marketing copy, less is usually more. Try to focus on one primary call to action so that you don’t confuse your reader about what you want them to do next.
Trying to include too many calls to action can be overwhelming for readers and lead to analysis paralysis. Instead, focus on the call to action that is most relevant to your target audience in this context. Make it clear, concise and easy for readers to take action by providing a link or a pathway to the next step.
By focusing on a single call to action, you can increase the effectiveness of your marketing copy and improve your chances of converting a curious reader into a new customer or client.
2. Create a Sense of Urgency
In order to be successful, marketing copy must be able to capture the attention of the reader and persuade them to take action. One way to do this is by creating a sense of urgency. Urgency can be created in a number of ways, but one of the most effective is by using time-sensitive language.
For example, phrases like “act now”, “1 day only” or “limited time offer” create a sense that the reader needs to act quickly in order to take advantage of the offer.
This can be especially effective when combined with a strong call to action. By using language that creates a sense of urgency, you can increase the likelihood that your readers will take the desired action now.
A study done in 2018 showed that when unimportant tasks are given the illusion of urgency, people are more likely to complete them over tasks that are actually more important. This principle is the psychology of “mere urgency effect”. This psychological principle is called the “mere urgency effect”. Digital marketers commonly leverage this concept to motivate consumers to take specific action in a timely manner (SmartInsights)
3. Keep it Short and Snappy
It is unlikely for most people to want to read a wall of text 7 sentences long unless they’re a dusty old professor reading an academic journal.
Today’s average reader has a short attention span and is more likely to engage with your copy if it is direct and to the point—especially if they’re reading it on their smartphone.
When writing your copy, make sure to keep it concise and easy to read by breaking it up into smaller paragraphs with subheadings.
In addition, use simple language that can be understood by everyone. Remember, you want your readers to be able to quickly scan your text and understand the main points without getting bogged down in details.
4. Lean on Numbers and Third-Party Validation
One way to ensure that your marketing copy is going to create an impact is to lean on numbers and third-party validation.
By using data to support your claims, you can add credibility to your message and make it more persuasive. Numbers can help to quantify the benefits of a product or service, making them more tangible and easier for customers to understand. Specific data is almost always more persuasive than generalized statements. Your marketing will appear much more authoritative if you can quantify each of your claims. People like to see results and quantitative proof of a claim. Adding this information creates a sense of trust for the audience reading your copy.
You can also look for independent validation from sources such as customer testimonials or reviews. When potential customers see that others have had success with your product or service, they’ll be more likely to give you a try.
People are typically more visual than anything else. It takes much less time to read “245” rather than “two hundred and forty-five”. Using fewer characters evidently makes your writing easier to read, increasing the likelihood of your audience reading what you have to say.
5. Focus on the End Result
At the end of the day, people are only buying for the purpose of transformation. Whether you’re selling a product or a service, people are buying it for the end result – they want to change their reality from one that is less satisfactory to one that is comfortable and fulfilling.
We need to start speaking more transformationally. Instead of talking about your product itself, start talking about what it can do for your target market – what are the benefits? How will it change the way they feel, their average day or their status?
For example, let’s say you’re selling a new toothbrush that has advanced bristles for a deep clean. Instead of focusing on the advanced bristles in your copy, focus on how those bristles will benefit the reader by giving them a deep clean. Will it help them get rid of plaque and keep it gone? Will it make their teeth sparkle in the moonlight?
When you focus on benefits, you’re able to connect with your readers on an emotional level and show them how your product or service can improve their life.
6. Make Your Copy SEO-Friendly
When it comes to copywriting for the web, the most important thing to keep in mind is that you need to cater to both users and search engines. That way you can get more eyeballs on your copy and more chances to convert.
That means finding the right keywords that your consumers are searching for and addressing their questions in a way that is both informative and engaging.
It also means understanding the intent behind a search: is the user looking for information, navigation, a specific product or service, or are they ready to make a purchase? If you can identify the intent, you can write copy that is more likely to satisfy the user in the moment and boost your rankings at the same time.
Finally, don’t forget to include visuals where appropriate. Images, infographics, and videos can all help to break up the text and keep readers engaged. When done right, search engine optimized copywriting can be a powerful tool for driving relevant organic traffic and increasing conversions.
We are increasingly becoming more conscious when businesses are attempting to sell us products using a consumerism idiom. It takes more than just “Buy Now” to persuade your audience that they need your product.
Copywriting is in fact very goal-driven. Fortunately, it is something you can learn to do well with the right mindset, and the right training.
The tips we’ve outlined should help you get started on creating copy that sells, whether that is for your website, email copy, social media ads and anything else persuading your consumers to convert.
Want to form deeper connections with consumers through your copywriting? Check out our blog post on The Art and Science of Creating a Buyer Persona.
This article explains what a buyer persona is, why it’s crucial to your marketing strategy, and how to use them to your advantage when launching campaigns or otherwise optimizing your marketing initiatives.
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