Monday, September 23, 2019

Copywriting, What's It All About?


Copywriting, not to be confused with copyright, is the ability to write words that sell.

Every time you pick up a magazine, read a paper, or click on an advertisement, that's all clever copy.

Copyright is something entirely different and simply means a company or individual has the legal right to publish, reproduce, or distribute someone's work.

Do You Need Qualifications to Be a Copywriter?

The simple answer is no, all you need is a laptop and internet connection to start your copywriting career.  Learning from other copywriters through courses may also help you along the way.

Copywriting for Bloggers (How to Write Persuasive Copy)

Copywriting can be used in your content, helping your search engine rankings.  It can also help build trust and awareness with your readers.

Things to think about when your copywriting:

1. Let Them Know You Can Make Their Lives Better

Whatever product you're trying to sell, you need to persuade your audience of  the benefits your product offers.  By simply arousing their curiosity, and attention, with the advantages your product offers, then winning them over with the details.

2. Be Constantly Building Relationships With Your Current Customers and New Customers

The only way your audience trusts you is through the words you write, you can do this through your tone and voice.  Along with some other more effective techniques in order to create a connection.

Getting to know your audience first, is an effective way of presenting the benefits of whatever you may be selling.  Your copy lays the foundation of, hopefully, what will be a long lasting relationship with your customers or followers. 

Here are some simple steps for you to follow to build a relationship with your customers:

  • Use features of your product or service that will connect with your readers, and appeal to them on that level.
  • Always follow through and deliver on your products and services.
  • Always respond directly to any customer complaints, requests, praise and social media contact.
3. Less is More When Writing Copy that Sells

A huge misconception is that you need a page full of words to effectively get your message across.  This is a great misconception of copywriting, your readers don't want to be bored to death, but instead give them short pithy paragraphs that get straight to the point.  Including enough information about the vital information as they need. 

4. Make Your Copy Easy-to-Read

Write easy digestible copy that your readers can quickly skim over, and lay it out using the following points:
  • Break-down long paragraphs into two or three short ones.
  • Use numbered or bullet point lists.
  • Make important text bold.
  • Create interesting images to separate paragraphs or blurbs.
The more interesting the information looks. the more likely people are to continue reading.

5. Always Make It About Them, Not You

Make your copy personal to your audience, that's the key to successful copywriting.

By writing a copy in a more conversational style, and telling an interesting story, you connect with your audience.

At the end of the day copywriting is all about persuading your audience, and understanding your audience's wants and needs.  You do this by presenting them a product or service in the best possible light, that's the key to getting them to buy.

How to Write Really Great Copy

1. Familiarise Yourself With the Product

Understanding the product you're about to sell is paramount in the copywriting process. 

By simply putting time to one side to study and learn your products' features, will help you understand how it will stand-out to customers.

If you're selling one of your own products or books you should already know about the products and features, as well as the workings and benefits your product will provide for the customer.  This is a great foundation for any copy. 

Write about what you know, instead of in-depth research, this will save you time in the long run, and help you to get more acquainted with your product.

Have a description ready, and save it in one place so that you always have a copy of it on hand. 

2. Learn About Your Customers

Know your audience before you start selling to them.

If you know your audience you'll already understand what it is they want.  This makes it all about the buyer, not the company.

Do Some Customer Research

Start by asking these questions:
  • Who are your customers?
  • What kind of customer is buying your product?
  • What does your regular customer look like?
  • What is it that customers like about your product?
3. Write Dazzling Headlines

Great copy rests on your headline.

Headlines are a sprat to catch a mackerel, because it doesn't matter how big or small your campaign is, if the headline is good enough it will catch the eye and reel in the consumer.

3 important points for writing awesome headlines

1. A headline should be unique
2. A headline should be specific
3. A headline should carry a sense of urgency

4. Write Compelling Copy

Copywriting is the form of writing that persuades.

It doesn't take a wordsmith or literary genius to write great copy, but rather requires a series of steps that will convince your reader to buy.

Here are 8 tactics to convert readers into customers:

1. Give Your Visitor a Proposition They Can't Refuse

In findings from the Nielsen Norman Group you need to communicate clearly your value proposition within the first 10 seconds, otherwise you lose your customer.

Keep it simple and let your customer know what it is that you're offering. To achieve this try compressing the core of your product to only a few words.

2. Move On to the Benefits

What does the consumer get out of it?

You need to explain to your customers how your product will benefit them in the long run.

3.  Expound on the Features

This is where you can tell the consumer about the features on offer with your product.

Do this in easy digestible chunks.

4. Write a Firm Call-To-Action

This is where you tell your reader what to do next.

Your call-to-action should be simple, and done in only a few words.

And if you're creating an email list, this should include your company's branding.

5. Create Scannable Content

You may have come across this already online, but people read differently when they're online to when they're reading offline.

This part is pretty simple, just remember to include bullet lists, headers and plenty of white space.

6. Write Using Persuasive Words

There are five words in the English language that will persuade anyone, and these are:
  • Instantly
  • Because
  • Free
  • You
  • New
Sprinkle these words in your copy and you should start seeing some really noticeable results in conversions.

7. Use Social Proof

Testimonials are a big favourite of most people selling, but you can also use:
  • Clients you've worked with
  • Number of followers or social connections
  • Subscriber counts
  • Media logos
  • Ratings
Use this step practically and include what you think is the best social proof to persuade your customers.

Simple points to remember:

 5 Tips for Writing Great Copy

1. Tips for the Product Description - Describe Your Product in two or three sentences.  

2. Point Out Any Unique or Special Features About Your Product -Your aim is to show the customer the uniqueness of your product or book.

3. How Will It Benefit the Customer? - Customers want to know not only about the products uniqueness but also about the advantages it provides.

4. Does It Alleviate Pain? - Consumers buy for two reasons - to increase their pleasure or lower their pain. 

5. What Kind of Features Does the Product or Book Have? - Make a list of all features the product has, and how each feature will benefit the customer.
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